2017 AdWords Fundamentals Certification Guide


 Adwords Fundamentals 

AdWords is the name of Goggle’s auction platform.  It’s Google’s version of PPC marketing.  The idea is to advertise through relevancy to the viewers.  Outside of Google’s SERPs there are many other places your ads can be displayed. There are two major parts of AdWords: Google Search Network and the Google Display Network.

  • 120 minutes
  • 90 questions
  • 85% score to pass

*Updated October 24th 2016 for more recent material. See End.


 Chapter 0: Google 

Before using any Google product you have to create a Google account.  This account will be the universal login for all products Google.  When you set up an Account with AdWords be careful when you choose your currency and time.  This is because you cannot edit them when the account is set up.  The email address you used, password for said address, and billing information are all found at the account level in AdWords.  When you change your password for AdWords, every password changes including gmail, google drive, etc.

Using Google AdWords will help display to potential clients the products and services you offer.  It increases the chance someone who wants to buy a particular product and service will select you.  I compare it to internet sales and lead generation.  Very similar to cold calling as it is a numbers game.

For the Display Network there are four reasons you want to use it: sell more products/services, customer loyalty, engagement, and branding.  YouTube is part of the Display Network.  Many people will suggest turning off the Display Network when you first start.  Getting good at using the Display Network will take a different set of skills than Search.


 Chapter 1: Setting Up 

The MCC is the top level.  Something affecting the MCC will affect all the accounts.  The hierarchy is MCC > Account > Campaign > AdGroup > Ads.  Google focuses on the Account, Campaign, and AdGroup levels the most.  You pay google via the account level which is where the email address, password, payment information is located.  The entire idea of account management is to be organized.  Google likes organized AdWords accounts.  Google rewards well organized accounts with Higher Quality Scores.

The campaign level is where you do budgeting and targeting.  Setting up a campaign doesn’t take very long.  The main idea is that Campaigns specify settings that apply to all ad groups that are under it.  You can have at most 10,000 campaigns.  Google is pretty adamant each ad group should have a theme.  The keywords should relate to each other.  A theme is this relationship.

There are three types of campaigns: Search and Display Networks; Search Network Only; and Display Network Only. The ad level is where the actual ads and keyword triggers are located. The ad group contains the same ads and keywords.  It’s a good idea to brainstorm group themes and ideas in the beginning.


Question: Should you choose your currency and time zone carefully during setup?

Answer: Yes. You cannot change these when the account is set up.  Make sure you choose the correct currency and time zone when you first set up, you can’t go back and change it.  

Question: Are email address, password and billing information specific to the Account level?

Answer: Yes.  They will be associated with your account.  You can have different email addresses, passwords, and billing information with different accounts.  Each account should be a client.  

Question: If you change your password for AdWords will this change the password to all your other Google accounts?

Answer: Yes.  AdWords is associated with Gmail and other Google accounts.  

Question: What is among the most compelling text you can create?

Answer: Special Offers.  Limited deals.  Using numbers also helps.  

Question: Assume all other factors are equal, a competitor bids $1.00, you bid $200.00, what do you pay?

Answer: $1.01.  You only pay a cent more than what your competitor bids, everything being equal.  

Question: Does your CTR of the Display Network affect your Search Network Quality Score?

Answer: No it doesn’t.  Your Display Network is a separate score.  

Question: What does a low CTR do to a Keyword in the Search Network?

Answer: It gives it a lower Quality Score.  Click through rate is an important metric when determining ad quality.  

Question: How can you increase CTRs?

Answer: Add negative keywords.  This will prevent users from clicking on ads that they are not interested.  

Question: Does a lower CPA always indicate a higher profit?

Answer: No. A low CPA can be accompanied with lower sales volume.  If this is the case, then you will actually be generating lower profits.  Focus on the ROI.  

Question: What happens when you raise a bid?

Answer: More clicks and a higher CPA.  Raising a bid will get you more impressions which should translate into more clicks and higher CPA.  

Question: How can you target mobile?

Answer: You can enable bid adjustment to bid higher on mobile.  This will increase bids when mobile impressions are available.  

Question: Linking your Google+ Page to your AdWords account?

Answer: Enables you to show more endorsements for your business from your customers and supporters.  This is a great add on which will increase visibility.  

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

Answer: Select “Bulk locations” in the advanced section of a campaigns location settings.  Bulk locations will allow you to upload locations by Zip Code as well.  

Question: What is a benefit of online advertising with Google AdWords?

Answer: Ads are displayed to users who are searching for a particular product of service.  This traffic is conversion heavy.  

Question: Which AdWords settings are specified at the account level?

Answer: A unique email address, a password, and billing information.  These are the things necessary to set up an account.  

Question: An advertiser who decides to edit the location targeting of an ad can do this at the:

Answer: This can be done at the Campaign Level.  

Question: When resetting a password in AdWords, what should a user keep in mind?

Answer: The new password is now required to access all other Google products with the affected Google Account log-in.  AdWords is connected to your Google account.  

Question: A My Client Center (MCC) account manager wants to grant Standard Access to a linked client. Before making this change, the account manager should consider that Standard Access users can:

Answer: See average cost-per-click (CPC) costs.  This is an important metric we often give clients in reporting.  

Question: You can use Display Planner to:

Answer: See potential webpages where your ad can appear based on your keywords.  This can help you see where impressions are being driven from.  

Question: When sitelinks are set at both the campaign and ad group level, which will be displayed?

Answer: Sitelinks at the ad group level will be displayed.  

Question: Advertisers on Google search accrue cost in AdWords when:

Answer: Cost is accrued when users click on their ads.  

Question: Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

Answer: Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive.  This strategy should lead to the biggest increase in profit.   

Question: Your ad is live on Google search, and you want to continue to check it over time to see if it is still running. Why is it advised that you use the AdPreview and Diagnosis took, instead of doing searches to find your ad on Google.com?

Answer: By performing searches that trigger your ad, you will be automatically be charged for the impressions and may use all of your daily budget too quickly.  Checking your ads constantly could also lead to lower ad quality scores because the CTR is low.  

Question: You are starting a new campaign with the goals of achieving a positive ROI and extending to all profitable traffic. How can the AdWords average daily budget setting help when starting out?

Answer: It can help limit your costs and exposure while profitability is achieved.  You can optimize your account before spending too much money.  

Question: When optimizing your campaign, you can get ideas for negative keyword and placement exclusions lists through which AdWords tool?

Answer:  List suggester is extremely useful for discovering negative keywords and placement exclusions.  

Question: If you’d like your ads to show on certain sites across the Internet, you can add these websites as:

Answer:  Placements.  Although bids can be much higher on placements.  

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

Answer: Show ads on websites related to your business.  I prefer targeting by keyword and interest.  

Question: Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies

Answer: AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users.  This is fair to the end user as well.  

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

Answer: Keywords.  You can use exact match, phrase match, or broad match.  

Question: You can use Keyword Planner to identify:

Answer: The amount of traffic potential keywords you might get from a certain keyword or keyword group.  


 Chapter 2: Campaign & Ad Groups 

At the campaign level you are concerned about budgeting and targeting.  Each campaign needs a unique name.  This unique name will not affect the AdWords auction in any way.  Campaigns determine where ads will be shown.  One of the most important things for campaigns is optimizing them.

If you have a new product or service and wish to promote it you should create a new campaign.  You should assign a separate daily budget to monitor it and make changes as necessary. The Campaigns tab is where you should go to make a new campaign.  Under the default option your ads can be found everywhere.  Depending on your business you may choose to do video/mobile/etc.

The Opportunities tab is pretty useful.  You can use it to find new keywords and get a general idea of what the budget should be.  It will suggest ways to improve the campaign performance.  The tab provides three tools: Ideas, Campaign bid simulator and Analyze competition.

Monitoring the campaign is important for many reasons.  The primary reason is to make money.  You should set a goal in conversion, impressions, etc., and monitor whether you achieve goals.  Campaigns on Google AdWords are measureable and can generate an immediate impact.  As long as the calculated ROI is positive, you can attempt to capture all traffic.  Profit can be due to volume of sales and not just margins.  You can schedule campaigns to start in the future.  When you do this it will say “pending.”  This is important for holidays.  Using the average daily budget you can help control the Return on Investment.  You can experiment with keywords and other factors and increase your budget when you find success.  The average daily budget helps with keeping cost down.  It does this by limiting exposure until you are ready to hit the market hard.

The Standard budget delivery method helps evenly distribute ads through the course of the day.  You can change delivery to target certain time periods, nights/days, etc. depending on your market. If you choose an accelerated delivery method your ads will be shown as frequently as possible until all your moneys is gone (daily budget).  The optimize ad rotation setting gives AdWords the power to pick the best performing ads and show them over not so well performing ads.  Under this setting the best performing ads will show more often.

For the Display Network only you can use the Display Campaign Optimizer which helps you find targets and bids to increase conversions.  This is especially good if you already spent a large budget.

The other sort of new thing is the experiment option.  This allows you to conduct split tests.  You can test parts of the campaign against each other.  New information can be used to change or remove keywords that are not working.

IP Exclusions allow you to prevent devices from seeing ads.  This may be helpful if you have employees who are clicking on ads.


Question: When a Campaign is Pending what does this mean?

Answer: It means the Campaign is inactive but will begin at a late date.  A Campaign that is pending has not started to run yet.  

Question: What would you use Optimize ad rotation setting to do?

Answer: You can use it to show better performing ads.  This will increase CTR and give you a better ad quality score.  

Question: What would you use the Opportunities tab to do?

Answer: Google will suggest modifications based on your account.  Normally these suggestions will help you increase your impressions and clicks through higher bids or budgets.  

Question: Why should you monitor how your campaign performs?

Answer: So you can optimize it and meet your business and conversion goals.  Optimizing will convert more clients and save you a lot of money down the road.  

Question: Why should you not use a predetermined budget for AdWords?

Answer: If you have a positive ROI that means you should spend more money.  A positive ROI means you are making money from advertising and therefore should spend more of it.  

Question: If you want your ads to be distributed evenly throughout a day which method should you select?

Answer: Standard will distribute your ads evenly throughout the day.  

Question: If you choose accelerated delivery what does this mean?

Answer: It means ads are shown as frequently as possible until your daily budget is spent.  This can lead to running out of budget before noon. 

Question: What serving option setting can you set AdWords to in order to show the best performing ads?

Answer: Optimize Ads allows Google to select the best ads to show.  This will increase CTR.  

Question: Which type of keyword will generally get you the most qualified click?

Answer: Exact match since the user is looking for that particular keyword. Although there is less traffic, the traffic will be more qualified.  Exact match tends to be long tail keywords.  

Question: Does negative keywords impact your ads’ relevancy?

Answer: Yes.  If used properly they will increase your ads’ relevancy and ad quality score.  Having a negative keyword list is just as important as your keyword list when managing an account.  

Question: In Modified Broad Match what do the + signs mean?

Answer: The words following the + sign are marked as more important and are targeted closely to a search query term. This is my favorite type of match.  

Question: How do you know whether your ad is running?

Answer: Use the Ad Preview and Diagnosis tool to show where your ad is running.  

Question: It is beneficial to create multiple ad groups in order to:

Answer: Break up keywords and ads into related themes.  This increases the relevancy of your ads.  

Question: What’s one benefit of creating multiple ad groups?

Answer: Break up keywords and ads into related themes.  You can create specific ad copy and landing pages for the ad group.  

Question: Should you search for your keyword and trigger your ad?

Answer: No. This leads to more impressions without clicks and a lower CTR. The lower CTR hurts the ad quality score.  A lower Ad Quality may decrease your Ad Rank.  

Question: Is it a bad idea to duplicate keywords in multiple Ad Groups?

Answer: Yes. The keywords will compete against each other and result in you paying more than you normally would.  

Question: Does using both keywords and placements stack on each other?

Answer: Yes. Using both means that only specific sites you choose will be shown AND the content has to be relevant to the theme.  You may see less traffic then you expected because of this.  

Question: How can you ensure relevance when creating Ad Groups?

Answer: Make sure similar keywords are grouped together so the ad is relevant.  This is important when you want to create themes.  

Question: Why should you create multiple Ad Groups?

Answer: To create themes which increases relevancy.  A group of related keywords benefits from the same ad copy and landing page.  

Question: What does Google suggest Ad Groups be formed based on?

Answer: Google suggests we create themes when creating Ad Groups.  

Question: Placements are controlled on what level?

Answer: Placement are controlled at the Ad Group Level.

Question: What will a poor landing page do?

Answer: It may result in a lower Quality Score and less relevancy.  A landing page with a high bounce rate is considered poor.  

Question: How should themes be created?

Answer: Based on how you advertise and who your audience is.  

Question: Which tab can advertisers see credits for invalid clicks?

Answer: Campaign tab will allow you to see invalid clicks.  

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

Answer: The Quality Score for the account was reset after the ad was edited.  This happens to ad copy when you change it.  

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

Answer: Select the two metrics in “Graph options” on the Campaigns tab.  This is an important comparison when determining whether to spend more or not.

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

Answer:  Average cost-per-click (CPC) is viewable for each ad group.  

Question: An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords:

Answer: Generate many impressions and very few conversions.  You want high converting keywords with a high relevancy.  

Question: An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?

Answer: Improve Quality Score and increase cost-per-click (CPC).  These are the most important metrics when determining ad rank.  

Question: To determine which ad language to target to a user, the AdWords system refers to that users:

Answer: Google will use something called Google interface language setting to determine which ad language to target.   

Question: Which budget delivery option is most appropriate for an advertiser who wants AdWords to distribute ads evenly throughout the day?

Answer: Using a Standard budget delivery option helps evenly distribute ads throughout the day.  

Question: An advertiser wants to allocate additional budget to advertising a new product line. In order to accomplish this goal, the advertiser should create:

Answer: A campaign with a separate daily budget specific to the product line with specific ad copy and landing pages.  

Question: When setting up an AdWords account, choose your currency and permanent time zone carefully because:

Answer: Because these cannot be changed once your account is set up.  It would be annoying if you chose wrong.  

Question: Which are required components of an ad group running on the Search Network?

Answer:  Text ad, keywords, default bid are the minimal components necessary to run on the Search Network.  

Question: Which can be controlled at the ad-group level of an AdWords account?

Answer:  Placements can be controlled at the ad-group level.  

Question: Which is a benefit of AdWords for search marketing?

Answer: Acquire potential qualified customers at a good ROI.  It’s also great to track results as you go.  

Question: When a campaign is showing as “Pending” within AdWords, it is:

Answer: A pending campaign means it hasn’t started but is scheduled to begin at a future date

Question: Which is an example of a consideration an advertiser should make when establishing AdWords advertising goals?

Answer: Advertisers should consider who their target market is before beginning.  

Question: Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:

Answer:  Analytics will allow her to determine how clients interact with her website.  User flow is a great way to determine how they are behaving and what their conversion funnel is.  

Question: Which of the following items is not a component of Quality Score?

Answer:  Expected clickthrough rate (CTR) will not determine Quality Score.  Actual CTR will affect the Quality Score.  


Chapter 3: Search Network 

The minimal necessary to run an ad on the Search Network is text, keywords, and a bid.  AdWords will recalculate the auction every time someone does a search.  The easy way to manage keyword bids is to select the automatic Cost Per Click option.  This takes the least amount of time.

Ad Rank on the Search Network is determined by the Maximum amount you will pay for Click multiplied by the Quality Score.  For the Search Network you pay when someone clicks on your ad.  Negative keywords prevent your ad from appearing when a user types in the keyword in the search query. When a campaign reaches it daily budget this probably means that there are missed opportunities.  Certainly there are missed ad impressions that could have been obtained for that day.

PPC revolves around the idea you can pay to get the top ad in the Search Network.  This is different from a natural search which is organic.  If your website is not interesting to the viewer it will not show up high for natural searches.  On the Search Network you can pay for potential qualified customers.  Sort of like leader generation.

There are certain things that you shouldn’t do on the Search Network because it is not fetch.  You cannot promote malware.  You cannot deceive viewers.  You should not invalidate personal information security.  Spam is bad.  Bridge pages are not allowed i.e. do not send viewers to different sites.  Parked domains cannot be promoted.

Effective Search ads are simple and relevant.  You only have 130 characters to make your point.  And competition is fierce.  This is where the idea of a theme really plays a role.  Having a theme creates the ad since you already did the brain storming.  The call to action “click” is not allowed.  But you can use other words like “buy” or “download” to get your point across.  Different capitalization are also not allowed.  Numbers and Prices work well as does coupons.


Question: Quality Score is set at what level?

Answer: Quality Score is determined at the Keyword Level.

Question: Does using particular match types increase or decrease your Quality Score?

Answer: Not directly, however it can result in higher for lower CTR which would increase or decrease your Quality Score. 

Question: Is a high Click Through Rate likely to increase your Quality Score?

Answer: Yes.  You should aim for a high Click Through Rate for this reason.  

Question: Does a high page relevancy increase your Quality Score?

Answer: Yes.  The more relevant your page the higher our Quality Score. 

Question: Does a fast landing page load time increase your Quality Score?

Answer: Yes.  A slow landing page on the other hand often leads to a high bounce rate which means users are not interested in your content.  

Question: Is Account history important for Quality Score?

Answer: Yes.  An Account with significant spend and history can lead to a higher Quality Score. 

Question: What is the most used type of search query called?

Answer: Informational Query is the most used search query.  It is when the user is looking for more information.  

Question: Can a keyword be added to a Campaign Level?

Answer: No. Keywords can only be added to Ad Groups. A keyword that is placed at an Ad Group level will not trigger ads throughout the campaign.  Keywords cannot be added at the Campaign level.  

Question: What are the best keywords for Search in general?

Answer: According to Google, they are transactional in nature. This means searchers who are actively trying to find a product or service.

Question: If someone knows of a particular website and attempts to find it through search, what type of query is this called?

Answer: Navigational Query is the term used when someone already knows about a particular website.  

Question: When you add punctuation at the end of the first line of the description what happens?

Answer: It causes the first description line to move to the title line.  While it doesn’t seem like a lot… this can result in a higher CTR if done correctly.  

Question: How do you achieve the top position in paid search?

Answer: By having a High Quality Score and semi-decent Cost Per Click.

Question: If you don’t have much time to manage the account which is the best bidding option?

Answer: Assuming your are short on time, use Automatic CPC.

Question: How is cost accrued?

Answer: Whenever someone clicks on an ad you pay for the click.  

Question: How do negative keywords work?

Answer: When a search query has the negative keyword, your ad will not show.  This is useful in saving budget and increasing your ads’ CTRs.  

Question: When a daily budget is reached, why is this bad?

Answer: There are missed ad impressions to be had.  Missed impressions means missed clicks which could mean missed sales.  

Question: Can you pay for specific placement in the top ad positions?

Answer: Yes if you bid high enough.  This tactic is not recommended though.  

Question: What should be the goal of Search Network marketing?

Answer: Reaching qualified customers who can become clients.  Search Network is for conversions while Display Network can be seen as branding.  

Question: What is the least required to run an Ad on Search Network?

Answer: Text ad, keyword list, and default bid are the base requirements to run on the Search Network.  

Question: You are running a Search campaign for an accounting software provider that wants to estimate lifetime customer value as a primary benchmark for performance. They charge $20/mo for Basic service and $50/mo for Adv. Which formula best describes their average lifetime customer value across all service offerings?

Answer: ($20)*(% Basic customers)*(Basic average lifetime in months) + ($50)*(% Adv customers)*(Adv average lifetime in months).  Here we are interested in the lifetime value of the customer.  

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

Answer: By using “Details” drop-down menu on the Keywords tab you can see what search queries triggered the ads.  

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

Answer: Make changes to improve the Quality Score of the ads keywords.

Question: An online retail company is based in the United States but ships to customers all over the world. If this company wants to serve Spanish language ads to Spanish speaking users, which targeting option should be refined?

Answer: Language targeting

Question: Which method would be recommended for an advertiser who is trying to increase the Quality Score of a low-performing keyword?

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

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

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

Question: A keyword with very low clickthrough rate (CTR) will usually receive:

Answer: a low Quality Score on the Google Search Network


 Chapter 4: Display Network 

The two bids methods for image ads on Display Network are CPM and CPC.  CPM is good for branding and CPC is better for conversion. CPM is available for placement targeted campaigns on the Google Display only.  A CPM bid is the amount you are willing to pay for 1,000 impressions.  CPC is Cost Per Click and is the typical format to pay per click. Google believes success in the Display Network should be measured in overall cost per conversion.  Conversions are the end goal for most marketing campaigns.  You should try to get your cost per conversion down as low as possible.  You can define conversions in many ways.

There are two types of placements for the Display Network: Automatic and Managed.  Automatic is when Google helps determine which sites and what content shares the same theme as the keywords you selected.  Managed Placement is when you pick for yourself which websites you would like to appear on.  You can use frequency capping and CPM only on the Display Network.

On the Display Network you can run text ads, image ads, video ads, and rich media ads.

The quality of the landing page is very important in determining Display Network Quality Score.  This is the single most important factor.  The landing page is what a searcher sees after clicking.  It is important to have a good landing page that relates to the actual ad via using the same keywords and being relevant.

The Display Network is broad match only; therefore misspellings, variants, etc are not necessary.  Display targeting is largely based on something called contextual targeting.  Whenever you see contextual this clues you in that it is a Display question.  Contextual targeting is matching based on Keywords, Topics, Interest Categories, and Remarketing.  It’s a hodgepodge.  The contextual targeting tools automatically create ad groups and keyword lists for Google Display Network campaigns.  This is pretty cool because it will suggest keywords for an ad group as well as a bid.  It will also show you potential websites your ad could show up on.

Display keywords are used for non-search ads.  Like the ones you see on Examiner.com… everywhere….  Limiting the amount of keywords can help target placements to a theme better.  Both automatic and managed placements have a URL list which shows a link to every page that your ad was shown on.

Topics are a targeting method that allows ads to appear on pages with the specified topic.  This expands advertising reach. Topics are a blend of keywords and themes and helps AdWords identify relevant placements for your ad.  You ad will appear on any page that contains content related to the designated topic.

Remarketing is sort of like tracking someone… To enable it, you will need a piece of code embedded on the target page from your website.  The code will create an audience list for you.  It does this by tracking the cookie ID.  Remarketing is particularly useful when someone has already purchased something from you. Repeat customers are after all easier targets.  You can also track someone with different types of ads i.e. they don’t need to see the same ad over and over again.

On the Display network it is important to know that a low click through rate will not affect the search network quality score.  Generally your CTR will be lower on the display network due to higher volume and lower relevancy.

Managed Placement is important for the Display Network because it allows you to select exactly what webpages, videos, games, etc that your advertisements will appear on.  Depending on the website you may have to bid aggressively.  Different websites and locations will have different competitors.

Smart Pricing is when Google automatically reduces the Cost Per Click bidding because it believes that it is unlikely to end in a conversion.  Google figures this out by using the AdWords’ history of conversion for the type of keywords in the ad group.

By including both keywords and placements in Ad Groups via Display Network the ads will only appear on specific sites you picked where content is also relevant to the theme.  This is a very narrow way to attack the Display Network.

The last important thing is that Google recommends that you keep your search and display campaigns separate from one another.


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: What does a low CTR on the Display Network do to the Search Network Quality Score?

Answer: Nothing.

Question: How can you make sure your ads show up on specific webpages, videos, games, etc?

Answer: Use Managed Placements.

Question: What is Smart Pricing?

Answer: When Google automatically reduces CPC bids based on likelihood of conversion.

Question: Do you need to add plurals, misspellings, etc to the Display Network?

Answer: No. Display is Broad match only.

Question: If your campaign is opted into show ads on the Google Display Network, and your Display Network ads have a lower CTR than your existing search ads – how will this impact the quality score of your search campaign?

Answer: Your ad performance on the Display Network does not affect your rank for search ads, so a lower CTR on the Display Network does not affect the Quality score of your ads for search

Question: Which types of bids available in the Display Network?

Answer: CPM and CPC bids.

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

Answer: the number of relevant Display Network placements

Question: If the cost-per-thousand impressions (CPM) option is not available for a campaign, the most likely reason is that the campaign:

Answer: is only opted into the Google search and the Search Network

Question: How do managed placements on the Display Network work?

Answer: Advertisers manually select the desired sites on which their ads may appear

Question: How does Google determine where ads show up in the Display Network?

Answer: Automatic placement based on context.

Question: What is managed placements?

Answer: It’s when you choose which websites you want your ads to appear on.

Question: How is Quality Score determined on the Display Network?

Answer: By the landing page.

Question: How can you see the potential webpages your ads can show up on?

Answer: Using the Contextual Targeting Tool.

Question: You wish to pay per video view, what do you use?

Answer: TrueView.

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

Answer: average number of times a user is exposed to an ad or the average number of times a unique user sees an ad over a given time period.

Question: In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:

Answer: the maximum CPC of the keyword that triggered an ad.

Question: By adding managed placements to a Display Network campaign – you can show your ad:

Answer:  on specific webpages, online video games, RSS feeds, and mobile sites and apps that you select

Question:With the Smart Pricing feature in Display, if our data shows that a click from a Google Display Network page is less likely to turn into an actionable business result – such as an online sale, registration, phone call, or newsletter sign-up – we may:

Answer:  Automatically reduce your cost-per-click bids on the Google Display Network

Question: On the Display Network, all keywords are considered broad match only. This means that you do not need to:

Answer: Include plurals, misspellings, and other variants of your keywords

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

Answer: determine if campaigns are meeting overall marketing and conversion goals

Question: What type of bidding method is used to manage image ads on the Google Display Network?

Answer: CPM and/or CPC


 Chapter 5: Language & Location

Google determines the language of the ads to target through the language settings from the Google Interface the client is using.  For instance someone in France sets their language preference to English then they will see ads that target people in Russia but the ads will be in English.  If you want to target French speakers then you should set the language setting to French.  You do this by adjusting the language target settings.  For location targeting, you can change it at the campaign level.  The primary reason you want to use location targeting is to pick countries and regions you want to sell in.  Perhaps the brick and mortar store needs a little bit of help.  Google uses the IP address of users for location targeting.


Question: How does AdWords determine which language it is targeting?

Answer: By looking at the language setting on the Google interface.

Question: If you want to target a Spanish speaker in Texas what language setting should you use?

Answer: Spanish.

Question: If you name a Campaign Houston and target the US in the settings where will users see your ad?

Answer: In the US. Naming a campaign after a city will not affect the targeting.

Question: If you target Houston in the settings, is it possible for people outside Houston to be served with your ads?

Answer: Yes. Geo-targeting is not 100% accurate.

Question: At what level can an advertiser change location targeting?

Answer: Campaign.

Question: Why should you use location targeting?

Answer: Increased conversions.

Question: How does Google target based on location?

Answer: Based on IP address of the user.

Question: A primary benefit of location targeting is that advertisers can:

Answer:  target any combination of countries, territories, and regions

Question: Which is a factor that Google uses to target ads to users based on physical location?

Answer:  Internet Protocol (IP) address

Question: Someone using the Google Russian search domain (Google.ru) changes the language to Englishon the “preferences” page. This user may see ads targeted to:

Answer:  English speakers in Russia

Question: Jims restaurant is launching a new campaign and would like greater exposure on mobile devices to attract users on the go. How can this be done?

Answer: Enable a bid adjustment to bid more aggressively on mobile devices

Question: A bilingual user searches on Google.com (the Google U.S. domain) and has set Spanish as the preferred Google interface language. In order to target this particular user, which campaign language setting should an advertiser use?

Answer: Spanish

Question: You have been targeting the entire United States in your scuba diving equipement ad campaign, but you know that much of the scuba equipment that is sold to customers in Hawaii. What would be the most efficient way to optimize your campaign and measure the impact of an optimization?

Answer: You create a separate campaign targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget

Question: Which client would you advise to use radius targeting?

Answer: Denise, whose service can reach customers within 30 miles

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

Answer: “Search Network with Display Select – All features”

Question: Your ad can show to a user when your targeted language matches:

Answer:  a user’s Google interface language setting

Question: Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

Answer: Create a campaign targeting Paris and languages other than French

Question: A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?

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


 Chapter 6: Ad Format

The general Ad Format looks like this:  Ad text specifications

Headline                             25 characters max, including spaces

Description Line 1             35 characters max, including spaces

Description Line 2            35 characters max, including spaces

Display URL                       35 characters max

Destination URL                1,024 characters max

Because the formula for ad rank on the Search Network is Maximum Cost Per Click multiplied by the Quality Score, it is important to improve the Quality Score.  With a higher Quality Score you have a higher ranking but pay the same.

To see if your ads are running you can use the Ad Preview and Diagnosis tool.  If you do not use the Ad Preview and Diagnosis tool when you search your ads you risk increasing the number of impressions without clicks therefore lowering your CTR.  A lower CTR may prevent your ad from running as often as it could.

Before running your campaign you should identify special offers and create compelling text.  However, Call to Action phrases like “Click here,” or “See this” are not allowed because they violate Google Policy.  Best practices when running an ad text is to include price of product/service, any promotions, and exclusive offers.  Google has an extensive list of things to do and not do when formatting your ad.  You should not simulate an email inbox notification.  Fake friend and crush requests are also frown upon.

Ad extensions are a good way to promote a campaign.  A typical ad extension is the Google +1.  The +1s your website already has is shown in the ads.  Another extension type is a location extension.  This is good for assisting local customers in finding where you are.  To get greater exposure on mobile devices you can enable bid adjustments and bid higher for mobile devices.  TrueView video format allows you to pay only when a user views your video ad through a cost per view advertising model.


Question: What percentage of mobile users is trying to find something local when they search?

Answer: According to Google it is around 20%.

Question: Destination URLs are set at what level?

Answer: Either Keyword or Ad Copy level.

Question: Are fake friend/crush requests allowed on AdWords?

Answer: No.

Question: Does AdWords policy allow you to simulate email inbox notifications?

Answer: No.

Question: Is ad text which reads “Click here” allowed?

Answer: No.

Question: Is ad text that reads “See this site” allowed?

Answer No.

Question: What is best practice for creating an ad?

Answer: Use price, promotions, and offers.

Question: +1s are calculated how?

Answer: They are calculated based on your Google+ page.

Question:Which line of ad text would be disapproved based on Googles advertising policies?

Answer: Best deals- click here

Question: Why would you want to use a location extension?

Answer: It helps users call you and increases conversions.

Question: What will happen if you have a sitelink extension set at Campaign and Ad Group level?

Answer: Ad Group level extension will be shown.

Question: It is important to identify special offers like “free shipping” before building an AdWords campaign in order to:

Answer: create compelling ad text

Question: The Opportunities tab with AdWords can be used to:

Answer: Find keyword, bid, and budget ideas that can help improve your campaign performance

Question: How can advertisers see specific search queries that have caused their ads to show?

Answer: Select the “Details” drop down menu located onto Keywords tab.

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

Answer: Use account statistics and repost to monitor ad performance. 

Question: According to ad policies, what types of words, phrases, or characters can not be included in an AdWords text ad?

Answer: Ads cannot use call-to-action phrases such as “click here” or “See this site”

Question: Your text ad includes the phrase “Your friend has a crush on you, See more!”. Why could your ad be disapproved according to AdWords policies?

Answer: Ads can not contain that amount of characters

Question: Why should you avoid adding duplicate keywords across ad groups?

Answer: Identical keywords compete against each other, and the better-performing keyword triggers your ad.

Question: Which best describes keyword contextual targeting?

Answer: Themes of keywords are matched to relevant content on websites where ads will appear

Question: Location extensions can:

Answer:  help nearby consumers find or call your nearest storefront

Question: With social extensions, how are +1s calculated for your ad and Google+ page

Answer: Only +1s from your Google+ page are showing in the count that is visible on your ad


 Chapter 7: Budget & Bidding

Let’s start with CPC which is Cost per Click.  The maximum CPC is the highest amount you are willing to pay per ad.  Normally you won’t pay the maximum amount because you will only pay .01 over the next highest bid.  Using Enhanced Cost per Click you can bid more aggressively if Google believes the auction will have more conversions (i.e. the viewer is more likely to buy or convert).  The main goal of CPC is to generate as many clicks as you can within your budget.  For manual CPC, it is the average profit derived from a paid click.  Smart Pricing is when google reduces CPC bids that are less likely to result in a conversion or a buy.   A low CTR on the Display Network will not affect your Search Network Quality Score.  They are separate.

CPM is cost per thousand impressions.  This is not available if you opted out of the Search Network and are only in Display.  For the Display Network both CPM and CPC are allowed.  When a CPM and CPC compete against each other Google estimates how many clicks the ad would receive in 1000 impressions, the one with the higher click rate will have a better ad position.

Conversions are another way to budget a campaign.  CPA or Cost Per Acquisition is the amount of money it took to get one action, typically a purchase.  Even if your CPA is low this doesn’t necessarily mean you are making as much money as you can be.  If the low CPA also has low sales volumes, then overall profit could be less than a higher CPA and more volume.  Simple sales economics…  If you raise your CPA bid it could mean more conversions.  If you lower your CPA bid it could mean fewer conversions.

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

Answer:The CPC an advertiser was charged minus credits for overshot daily budget.

Question: Where can you use CPM Bidding?

Answer: Display Network Only.

Question: Where can you use Frequency Capping?

Answer: Display Network Only.

Question: What is the benefit of Frequency Capping?

Answer: It limits the times a user sees your ad for a set amount of time.

Question: Text, Image, Video, and Rich Media are available on what platform?

Answer: Display Network.

Question: Is CPC or conversion rate a good measure of success on the Display Network?

Answer: No.

Question: Is Overall Cost Per Conversion a good measure of success on the Display Network?

Answer: Yes.

Question: What does Max CPC means?

Answer: It means the highest amount someone is willing to bid for the click.

Question: When Google automatically reduces your CPC on the Display Network when it knows a conversion is less likely what is this called?

Answer: Smart Pricing.

Question: When can’t you use CPM bidding?

Answer: In campaigns that opt out of the Search Network.

Question: If you set a daily budget lower than the recommended what happens?

Answer: Your ads will not show every time it can.

Question: What should your goal be when using CPC bidding?

Answer: Having a high average profit from each click.

Question: Can either CPM or CPC be used on the Display Network?

Answer: Both.

Question: How will a CPM and CPC bid compete against each other?

Answer: Google will estimate how many clicks each will receive with 1000 impressions and pick the one it believes will get more clicks.

Question: How can you use CPC to automatically bid more aggressively in auctions more likely to result in a conversion?

Answer: You can use Enhanced Cost Per Click.

Question: Which information does the Conversion Optimizer need in order to find the optimal CPC bid for an ad each time the ad is eligible to appear?

Answer: You can use Historical conversion data. 

Question: If an advertiser has the same keyword in two different ad groups, the one to win a given auction will be the keyword with the what?

Answer: It choose via the highest quality score.  

Question: A high Quality Score can do what?

Answer: A high quality score can improve an ad’s position. 

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

Answer: Actual cost-per-click (CPC) of the ad showing one position lower on the page. 

Question: Which formula does Google use to rank keyword-targeted ads on Google Search

Answer: Maximum cost-per-click (CPC) bid x Quality Score

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

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

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

Answer: Missed potential ad impressions

Question: What happens when a campaign consistenly meets its average daily budget?

Answer: Ads in that campaign will show less often than they could

Question: What best describes Enhanced Cost-Per-Click (ECPC)

Answer: ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion

Question: Grouping similar keywords together in an ad group will:

Answer: keep an advertisers average cost-per-click (CPC) within a narrow range

Question: Which potential factor does Google use to calculate a search campaigns recommended daily budget?

Answer: Impressions

Question: A lower CPA does not necessarily indicate higher profit. Why?

Answer: A lower CPA may also have lower sales volume, reducing overall profit

Question: Which is one characteristic of the “Accelerated” delivery method?

Answer: Ads are shown as frequently as possible until the budget is exhausted

Question: If you have set a maximum CPC bid of $1 for your ads, and if the next most competitive bid is only $0.50 for the same ad position, what is the maximum CPC you would need to pay to show your ad – assuming your ad is similar in all other aspects?

Answer: 0.51

Question: An advertiser creates a new search campaign with the goal of driving traffic to a new website. The advertiser wants to spend very little time setting and managing individual keyword bids. Which is the best bidding option for this advertiser?

Answer: Automatic cost-per-click (CPC)

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

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

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

Answer: Send users to a mobile-friendly landing page


 Chapter 8: Conversion & Optimization

There first step is to ask what are you goals.  The goal is not as simple as to get clicks.  Most businesses want what happens after the click.  The click is good… it probably isn’t the end goal.

Conversion tracking is a simple way to see if the desired behavior is being met.  It places a cookie on a user’s computer after the search clicks an ad.  The cookie automatically expires for 30 days.  If at any point during the 30 days a conversion occurs (the user lands on the conversion page) then a conversion is credited to the keyword on the date of the click.   There are two types of conversion clicks: the one per click conversion and the may per click conversion.
Search funnels also use code but they provide more information and a clearer picture of what is happening.  A Search funnel will show first click analysis, assisted conversion, top conversion, assist clicks and impression, top paths, time lag, path length, and last click analysis.


Question: What is the number of conversions divided by the number of clicks called?

Answer: Conversion Rate.

Question: What should you place in your Thank You or Confirmation Page?

Answer: Conversion Code.

Question: What is the average cost per click divided by the conversion rate called?

Answer: Cost Per Conversion

Question: Adding placements to an ad group

Answer:  does not affect the Quality Score for search

Question: If you use automatic Bidding for a PPC campaign do you have control over the Cost Per Click at a keyword level?

Answer: No.

Question: What can you use to tell you whether your bid is too low?

Answer: Google Bid Simulator.

Question: How do you calculate Ad Rank?

Answer: Max CPC X Quality Score.

Question: How can you use landing pages to increase Quality Score for a keyword?

Answer: You can edit the ad associated with the keyword and have a landing page with relevant content.

Question: Why do you want a higher Quality Score?

Answer: A higher Quality Score may lead to a higher average position.

Question: How often are Quality Scores calculated?

Answer: Whenever a user searches and your ad is eligible to appear.

Question: Will a higher Quality Score mean lower cost and higher ad position?

Answer: Yes.

Question: You can add a ‘+’ modifier in front of broad match keywords to…

Answer: Specify that certain words must be included in someones search term to trigger your ads.

Question: Exact Match Impression Share metrics:

Answer: Calculate impression share as if all keywords were set to exact match.

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

Answer: Several colors of spring dresses.

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

Answer: New keywords ideas for a campaign.

Question:Suppose you have created an ad group to advertise gourmet chocolate, and it includes keywords like “dark chocolate” and “gourmet chocolate bars.” If you opted this particular campaign into the Google Display Network, what type of targeting would automatically be used to determine whether your ads might show?

Answer: Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign.

Question: What happens when an advertiser sets a daily budget lower than the recommended amount, using the “Standard” delivery method?

Answer: Ads will not show every time a user searches on the advertisers keywords.

Question: The maximum cost-per-click (CPC) bid is the:

Answer: most an advertiser is willing to pay for each click on an ad

Question: You are managing a campaign where budget is unlimited as long as ROI is positive, but something still limits how much you are able to effectively invest. What is it? Choose the most closely related answer

Answer: The volume of traffic available for the keywords you are targeting

Question: What is the impact of poor landing page quality on an ad group?

Answer:  The keywords in the ad group will have a lower Quality Score.

Question: Quality Score and Ad Rank are calculated:

Answer:  Every time your ad is eligible to serve on a Display Network page

Question: An advertiser creates a new ad group in a campaign that is set to run on all relevant sites across the Google Display Network. If both keywords and placements are added to the ad group, they would work together to:

Answer: restrict the ads to specific sites and show them only when the content of that sites page is relevant to the keywords

Question: An advertiser adds negative keywords to an ad group within a search campaign. This means that the ad will not show if the negative keywords:

Answer: appear in a users search query

Question: Quality Score on Google search is evaluated

Answer: Every time someone does a search that triggers your ad

Question: The main goal of automatic cost-per-click (CPC) bidding is to

Answer: generate as many clicks as possible within an advertisers target budget

Question: If your ad serving option is set to “optimize” and there are multiple variations of your text ads within the same ad group, AdWords will:

Answer:  automatically try to show the best performing ad more often

Question: Which best describes the “Optimize” ad rotation setting in AdWords?

Answer:  The “Optimize” ad rotation setting allows the AdWords system to automatically show the better performing ads more often

Question: In order for cost-per-click (CPC) ads and cost-per-thousand impressions (CPM) ads to compete with each other in the same auction on the Google Display Network, the AdWords system converts the CPC ads bid to:

Answer: an effective CPM conversion

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

Answer: Impressions

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

Answer: keywords match that webpage’s content

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

Answer: Target search page location

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

Answer: multiplying keyword lists together

Question: Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?

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

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

Answer: sitelink extensions

Question: A standard AdWords text ad is made up of:

Answer:  a headline, a display URL, and description text

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

Answer: Placements

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

Answer: The average profit per conversion

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

Answer:  the expected impact of extensions and other ad formats

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

Answer:  Mobile bid adjustments

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

Answer: Segment performance statistics by time

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

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

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

Answer: “Search Network with Display Select”

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

Answer: Information about Italian food in the description

Question: You would advise a client that’s launching a new product line to advertise on the Google Display Network because she can:

Answer: use text ads that encourage people to visit her website

Question: An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?

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


 Chapter 9: Performance

Quality Score should be one of the main things you look at.  It is in Google’s best interest to show ads that receive more clicks.  Each account earns a quality score based on the overall performance of the campaign.  Quality Score is a big part of Ad Rank.  It is important to note quality score is set at the keyword level and does not factor in match type.

CTR is one factor quality score relies on.  A low CTR on the display network will not affect the Search Network Quality Score.  Ad Rank on the Search Network is determined my Maximum CPC multiplied by the Quality Score.   One way to increase Quality Score is to edit the landing page to make sure it is relevant to the keywords you are targeting.  A higher Quality Score means that the ad could earn a higher average position which could mean more money.  Quality Score and Ad Rank are re-calculated every time someone enters in a search that could trigger your ad.

Another factor to determine Quality Score is relevancy which is how relevant your ad is to the searcher.  Did you ad prove useful to the searcher? Using negative keywords will usually help increase relevancy which increased Quality Score. Google will also look at landing page speed.  There is also a non-Google reason that landing page speed is important: marketing experts agree that a longer load time means a higher bounce rate. Not only are you hurting yourself for in Ad Rank but you are annoying potential customers. Another factor that will affect Quality Score is account history.  Building up a reputation of using Google’s best practices is said to have benefits in boosting Quality Score.


Question: How is Ad Rank Calculated?

Answer: Keyword Quality Score times the Maximum Cost Per Click.

Question: Why should you not duplicate keywords across Ad Groups?

Answer: They will compete against each other.

Question: How can you use the placement performance report?

Answer: It will give you good ideas for negative keywords and placement exclusions.

Question: How can you use keyword contextual targeting in your campaign?

Answer: By grouping keywords by themes you make sure that your content is relevant to the websites that are displaying them.

Question: What metrics should you look at for a direct response campaign?

Answer: Keywords that generate few impressions with many conversions.

Question: Does Display Network require match types?

Answer: No.

Question: Why should similar keywords be grouped together?

Answer: For the ad to remain relevant to those keywords.

Question: How can you find new keywords?

Answer: Use the Keyword Tool.

Question: A keyword with a lower CTR has what type of Quality Score.

Answer: Lower.

Question: Why should you use negative keywords?

Answer: To refine targeting and increase CTR.

Question: With an unlimited budget and a positive ROI what limitation still exists?

Answer: The amount of profitable traffic.

Question: What are SiteLinks?

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

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

Answer: Campaign. 

Question: An advertiser CANNOT apply mobile bid adjustments at which of the following levels?

Answer: Keyword; Account; Ad. 

Question: AdWords Editor allows users to do what?

Answer: Access multiple accounts offline. 

Question: AdWords Editor DOES NOT allow users to do what?

Answer: Invite new users to share accounts; find relevant ads on google partner sites; make live edits to multiple accounts simultaneously.  

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

Answer: Any Networks selected in the campaign settings.

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

Answer: Link to the webpage that is relevant to the ad and remove the pop-ups.

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

Answer:The cost-per-click (CPC) bid was lower than the recommended amount.

Question: If an advertiser improves the Quality Score of a keyword, this keyword may:

Answer:  earn the ad a higher average position

Question: Which formula represents how Ad Rank is determined on Google search?

Answer:  Maximum cost-per-click (CPC) multiplied by Quality Score

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

Answer: The profit derived from a paid click

Question: What should an advertiser use to organize ad groups?

Answer: Common themes

Question: Higher Quality Scores typically lead to:

Answer: lower costs and better ad positions

Question: An advertiser wants to increase clickthrough rate (CTR). Which would help to eliminate irrelevant impressions?

Answer: Add negative keywords to the ad group

Question: Ad groups should be used to:

Answer: organize your ads by a common theme, such as the types of products or services you want to advertise

Question: Which is a best practice for creating effective ad text?

Answer: Include prices, promotions, and exclusives

Question: You are focused on reaching viewers with video content, and are looking to pay only when a user views your ad (CPV model). Which form of AdWords video advertising would be most appropriate?

Answer: TrueView video formats

Question: How often does the AdWords system run an auction to decide which ads to show on the Google search page

Answer:  Every time a user enters a search query

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

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

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

Answer: Clickthrough rate (CTR)

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

Answer:  Automatic cost-per-click (CPC)

Question: Your client wants to improve her ad position. What would you recommend?

Answer:   Improve the ad quality and increase bid amount

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

Answer:   Bill, who wants to reach people looking for plumbing services

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

Answer:  Add the terms as negative keywords

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

Answer: Test different cost-per-click (CPC) bids

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

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

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

Answer: “Display Network only – All features”

Question: What does “converted clicks” measure?

Answer: The total number of clicks that led to a conversion

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

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

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

Answer: Increase bids on relevant keywords with low clicks and clickthrough rate (CTR)

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

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

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

Answer:   creating relevant keywords and ads, and using ad extensions

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

Answer: “Search Network with Display Select – All features”

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

Answer: CPC bids are effectively converted to CPM bids

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

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

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

Answer: based on how much your product is worth

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

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

Question: An advertiser should group their campaigns by:

Answer:  type of product or service

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

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

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

Answer: Product Listing Ads

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

Answer: AdWords can automatically include these variations for you

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

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

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

Answer: Create another ad group for the new landing page and compare the two ad groups


Chapter 10: MCC 

The MCC is like a hierarchy of accounts.  It is referred to as an “umbrella” account which can operate AdWords accounts.  MCC accounts provide a simple way to look at different goals for your clients.  You can look at all your clients from one dashboard which is nice.  With a MCC you will not need to login more than once.  You can jump from account to account with a single login.  It helps keep businesses separate.  There are different levels of access from Read Only Access to Admin Access.  Admin Access would have the most control.  It cascades from there.

Manager Defined Spend allows a person to manage the budgets under the MCC dashboard.  This makes it easy to manage multiple accounts.  Setting this up requires you to work with an actual person!!! The Manager Defined Spend status requires there to be an agency.  This is because the agency pays and not the client.  You will need to set up a Manager Defined Order first.  There is only one itemized monthly bill called the Manager Defined Order.

MCC accounts are organized in levels.  It is possible to have a sub-level MCC hold another sub-level MCC.  You get to choose how complicated or simple you want your accounts.  If you want to limit someone’s ability to see other accounts, i.e. other businesses… then you should create a new MCC account and link it to the main one.  You can move accounts into the new MCC.  This will allow the owner to make changes on the new MCC account.  I believe this is the official Google way to do this.


Question: Should Search and Display be combined?

Answer: No. Not a good idea.

Question: Why should you use My Client Center?

Answer: It’s a simple dashboard to provide different metrics for all your accounts.

Question: What is the umbrella account where you can access all individual accounts called?

Answer: MCC

Question: How can you limit an user’s access to a specific number of accounts?

Answer: Create a new MCC and link it to the original. Move the accounts you want to share over.

Question: Which is a benefit of Manager Defined Spend (MDS)?

Answer: Control over managed account budgets for My Client Center (MCC) account-users

Question: A benefit of My Client Center (MCC) is the:

Answer: dashboard that provides summaries of statistics for all client accounts

Question: A My Client Center (MCC) account functions primarily as:

Answer:  an umbrella account that allows for access to individual accounts with a single log-in.

Question: Amy, a new account manager at Bobs agency, will be working with three specific accounts underneath a My Client Center (MCC) account. Which is the best way for Bob to limit her access to only those accounts?

Answer:  Invite Amy as a read-only user on the MCC level, so she can view reports for the accounts she needs to see


Chapter 11: Experiments & Misc

Google wants you to constantly experiment with testing.  This helps generate more conversions which should make both you and Google happy.  One important term is conversion rate which is simply the number of conversions divided by the number of clicks.  A high conversion rate indicates the clicks are relevant and may lead to a higher Ad Rank. The Cost per Conversion which is different from the Cost per Click (CPC) is calculated by the average Cost per Click divided by the conversion rate.  The Cost per Conversion is what every client is really after.  How much do you need to pay someone to do a certain action?  The Cost per Conversion is your answer.  It was previously discussed how to place the conversion code on a website. Google recommends you place the conversion code in the Thank You or Confirmation page.

Experimenting is important to Google.  One tool that is helpful is the Google Bid simulator which will tell you how many more clicks you can expect if you increase your bids.  This is useful in setting up a budget for the campaign.  At some point the clicks should become too expensive per conversion to be worth bidding on.  Or you purchased all possible clicks.

Google suggesting that at a minimal it takes about one week to gather data in an AdWords Experiment.  Google also recommends one month if possible. You can use the Campaign Experiment tool to help.  When testing your ads you should set the rotation evenly to begin.  You can always change the rotation later.  Google recommends 300 clicks per ad as the lowest amount of clicks for an ad test. On a side note I use 1000 clicks per ad because it’s easier to do the math calculations.  Since Google focuses on conversions you should be aware that Google recommends at least 7 conversions as a minimal for an ad test.


Question: How long does Google recommend an ad be live for data collecting purposes?

Answer: At least a week. If possible, a month.

Question: When testing ads you should use what rotation?

Answer: Rotate evenly.

Question: Campaign Experiments are set at what level?

Answer: Campaign level.

Question: When setting up an ad test how many clicks are recommended?

Answer: Around 300.

Question: When setting up an ad test how many conversions are recommended?

Answer: Around 7.

Question: When is Quality Score determined when you run a report?

Answer: It is determined at the time you run the report. Historical data is not available.

Question: Which of the following are benefits you would expect from Product Listing Ads?

Answer:   Ease of targeting without needing keywords;  More traffic and leads; Better qualified leads.

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

Answer:   Interact directly with AdWords servers.  

Question: Which allows advertisers to automate AdWords reporting and campagin management?

Answer:   Use of an AdWords Application Programming Interface (API) web service.

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

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

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

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

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

Answer: It encourages people using mobile devices to install your app

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

Answer: Create multiple campaigns that target different devices, and monitor the results

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

Answer: Create multiple campaigns that target different devices, and monitor the results

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

Answer:  create ads that are relevant to all keywords

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

Answer: Include keywords that are related to the websites your customers visit

Question: Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

Answer: Costs to produce her purses and revenue generated from her ads

Question: You can use Display Planner to:

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

Question: You can use audience targeting to show your ads to:

Answer:  specific groups of people, based on their interest

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

Answer:  Extensions provide additional information to make your ads more relevant to customers

Question: Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:

Answer: shows you which ads lead to customer actions that have value for your business

Question: Which ad extension would you use for an advertiser who has a chain of restaurants?

Answer: Location extensions

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

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

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

Answer: Create new ad groups with with related keywords grouped together

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

Answer: A page with information on instrument rentals and a contact form

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

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

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

Answer: Conversion rate

Question: Each campaign in your AdWords account should have a single:

Answer: business goal

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

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

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

Answer: Make sure the landing page is closely related to the ad

Question: What is the benefit of having multiple ads in an ad group?

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

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

Answer: show ads on dance websites and YouTube videos

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

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

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

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

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

Answer: Cost-per-thousand-impressions (CPM)

Question: Your client wants to show ads to people who’ve visited her website before. Which Adwords feature would you recommend she use?

Answer: Remarketing

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

Answer: Call extensions

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

Answer: You can pick the exact websites where you want your ad to show

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

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

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

Answer: Phrase match keywords

Question: You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

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

Question: Which is a benefit of advertising online?

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


Chapter 12: Questions with Answers

Explanations to come soon….


An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords:

A)  generate many clicks and conversions
B)  generate many impressions and very few conversions
C)  contain more than two words in the phrase
D)  contain words that are duplicated in a display campaign

What is a benefit of online advertising with Google AdWords?
A)  Advertisers can identify the Internet Protocol (IP) address of users who are searching for products
B)  Ads can include up to 50 characters for the first three lines of ad text
C)  Ads are displayed to users who are searching for a particular product of service
D)  Advertisers can pay to place their websites in the natural search results

It is beneficial to create multiple ad groups in order to:
A)  opt specific ad groups into various Google networks
B)  break up keywords and ads into related themes
C)  set different budgets for each ad group
D)  pause specific keywords if they are not performing well

What’s one benefit of creating multiple ad groups?

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

Which AdWords settings are specified at the account level?
A)  A daily budget and a set of keywords and placements
B)  Network distribution preferences and a set of keywords
C)  A unique email address, a password, and billing information
D)  Location targeting, cost-per-click (CPC) bids, and match types

An online retail company is based in the United States but ships to customers all over the world. If this company wants to serve Spanish language ads to Spanish speaking users, which targeting option should be refined?
A)  Language targeting
B)  Regional targeting
C)  Ad scheduling
D)  Demographic targeting

Which method would be recommended for an advertiser who is trying to increase the Quality Score of a low-performing keyword?
A)  Repeat the keyword as many times as possible in the ad text.
B)  Delete the keyword and add the keyword to the campaign again
C)  Modify the ad associated with that keyword to direct to a highly-relevant landing page
D)  Increase the daily budget for the campaign in which the keyword is located

An advertiser wants to increase the Quality Score of a low-perofrming keyword. Which approach would you recommend?
A)  Repeat the keyword as many times as possible in the ad text.
B)  Delete the keyword and add the keyword to the campaign again
C)  Modify the ad associated with that keyword to direct to a highly-relevant landing page
D)  Increase the daily budget for the campaign in which the keyword is located

An advertiser who decides to edit the location targeting of an ad can do this at the:
A)  ad group level
B)  keyword level
C)  campaign level
D)  account level

If your campaign is opted into show ads on the Google Display Network, and your Display Network ads have a lower CTR than your existing search ads – how will this impact the quality score of your search campaign?
A)  None of these options is correct
B)  Your ad performance on the Display Network does not affect your rank for search ads, so a lower CTR on the Display Network does not affect the Quality score of your ads for search
C)  Your daily budget will be adjusted to account for a drop in CTR and in increase in the CPCs needed to maintain the existing Ad Rank of your search campaigns
D)  Your quality score will be adjusted to reflect the average CTR of both your search and display network campaign performance.

An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?
A)  Improve Quality Score and increase cost-per-click (CPC)
B)  Decrease cost-per-click (CPC) and increase daily budget
C)  Decrease cost-per-click (CPC) and decrease daily budget
D)  Improve Quality Score and decrease cost-per-click (CPC)

To determine which ad language to target to a user, the AdWords system refers to that users:   A)  Chrome Browser setting   B)  operating system language   C)  home countrys language   D)  Google interface language setting

Which budget delivery option is most appropriate for an advertiser who wants AdWords to distribute ads evenly throughout the day?
A)  Accelerated
B)  Optimized
C)  Scheduled
D)  Standard

An advertiser wants to allocate additional budget to advertising a new product line. In order to accomplish this goal, the advertiser should create:
A)  an ad group specific to the product line with a higher daily budget
B)  additional text ads that specifically feature the product line
C)  a campaign with a separate daily budget specific to the product line
D)  an ad group specific to the product line with targeted ad text

Suppose you have created an ad group to advertise gourmet chocolate, and it includes keywords like “dark chocolate” and “gourmet chocolate bars.” If you opted this particular campaign into the Google Display Network, what type of targeting would automatically be used to determine whether your ads might show?
A)  Remarketing would be used to automatically target users who had previously visited sites that related to your keywords.
B)  Topic targeting would be used to target all pages about chocolate, regardless of whether your exact keywords appear on the page.
C)  Managed placements would be used to target specific sites you had selected as being important to oyur client.
D)  Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign.

Which line of ad text would be disapproved based on Googles advertising policies?
A)  Want fast results?
B)  Free shipping
C)  Best deals- click here
D)  Fast, easy, effective

How do managed placements on the Display Network work?
A)  Advertisers can guarantee placement on prominent and popular sites.
B)  Advertisers manually select the desired sites on which their ads may appear
C)  Keywords are used to place ads next to content that matches the ad.
D)  Appropriate sites are automatically chosen for the advertiser by the Google AdWords system.

According to ad policies, what types of words, phrases, or characters can not be included in an AdWords text ad?
A)  All of these answers are correct
B)  Ads can not contain words that are not directly related to the keyword that the ad is targeting
C)  Ads cannot use exclamation points (!) or question marks (?).
D)  Ads cannot use call-to-action phrases such as “click here” or “See this site”

Your text ad includes the phrase “Your friend has a crush on you, See more!”. Why could your ad be disapproved according to AdWords policies?
A)  Ads can not simulate email inbox notifications or fake “friends/crush” requests.
B)  Ads can not contain that amount of characters
C)  Ads can not contain the phrase “See more!”
D)  Ads can not contain exclamation points (!).

Which formula does Google use to rank keyword-targeted ads on Google Search
A)  (Maximum cost-per-click (CPC) bid + Daily Budget) / Quality Score
B)  Maximum cost-per-click (CPC) bid x Quality Score
C)  (Maximum cost-per-click (CPC) bid x Quality Score) / Daily Budget
D)  Maximum cost-per-click (CPC) bid only

When resetting a password in AdWords, what should a user keep in mind?
A)  The new password is now required to access all other Google products with the affected Google Account log-in.
B)  The new password will work for AdWords and the old password will work for other Google products.
C)  The user will need to enable 2-factor authentication in order to access their account from any location
D)  The password will need to be reset separately on other Google products that share the Google Account log-in

A keyword with very low clickthrough rate (CTR) will usually receive:
A)  more impressions on the Google Display Network
B)  impressions only on the Google Search Network
C)  a low average cost-per-click (CPC) on Google search.
D)  a low Quality Score on the Google Search Network

Adding placements to an ad group
A)  negatively affects the Quality Score for search
B)  does not affect the Quality Score for search
C)  improves the Quality Score on Google
D)  improves the Quality Score for search

In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:
A)  the quality of your image
B)  the quality of your landing page
C)  the maximum CPC of the keyword that triggered an ad.
D)  your daily budget

By adding managed placements to a Display Network campaign – you can show your ad:
A)  on webpages where the Smart Pricing feature determines there the ad is likely delivery ROI.
B)  on specific webpages, online video games, RSS feeds, and mobile sites and apps that you select
C)  on webpages where a contextual targeting algorithm identified that is a match between your keywords and a publishers content
D)  on Google owned and operated properties such as Gmail and Google News – that have relevant content for your keywords.

A My Client Center (MCC) account manager wants to grant Standard Access to a linked client. Before making this change, the account manager should consider that Standard Access users can:
A)  change the access levels of other users
B)  delete the account
C)  invite others to access the account.
D)  see average cost-per-click (CPC) costs.

What happens when an advertiser sets a daily budget lower than the recommended amount, using the “Standard” delivery method?
A)  Ads will show when a user searches on the advertisers keywords, but the ads rank will be reduced.
B)  Ads will show each time a user searches on the advertisers keywords, but only during specified time periods
C)  Ads will not show every time a user searches on the advertisers keywords
D)  Ads will never show when a user searches on the advertisers keywords

The maximum cost-per-click (CPC) bid is the:
A)  amount an advertiser is required to pay to achieve top ad position
B)  actual amount an advertiser pays for each click on an ad
C)  most an advertiser is willing to pay for each click on an ad
D)  amount an advertiser must pay to outbid competitors

If an advertiser improves the Quality Score of a keyword, this keyword may
A)  receive fewer impressions on the Search Network
B)  automatically reset its match type to Broad
C)  earn the ad a higher average position
D)  be more likely to appear in bold when displayed in an ad

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

When sitelinks are set at both the campaign and ad group level, which will be displayed?
A)  Sitelinks at the ad group level
B)  Sitelinks with the highest ad rank
C)  Sitelinks related to the query searched
D)  Sitelinks from both the campaign and ad group

Which formula represents how Ad Rank is determined on Google search?
A)  Popularity of the website being advertised
B)  Historic average position of each ad
C)  Maximum cost-per-click (CPC) multiplied by Quality Score
D)  How much an advertiser is willing to spend each day

An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when keyword bids are decided?
A)  The profit derived from a paid click
B)  The bids of the next closest competitor
C)  The cost of the bid
D)  The Quality Score of the keyword

What should an advertiser use to organize ad groups?
A)  Common themes
B)  Number of words per keyword
C)  Maximum cost-per-click (CPC)
D)  Location targeting

Advertisers on Google search accrue cost in AdWords when:
A)  users click on their ads
B)  their ads appear on the Google search page
C)  the user completes a purchase
D)  they register a conversion using Conversion Tracking

A primary benefit of location targeting is that advertisers can
A)  choose to target a specific Google domain
B)  target any combination of countries, territories, and regions
C)  target specific users who have already visited their site
D)  choose to only target websites based in a specific region or territory

You are managing a campaign where budget is unlimited as long as ROI is positive, but something still limits how much you are able to effectively invest. What is it? Choose the most closely related answer
A)  Whether your payment method is credit or debit
B)  The number of tracking codes installed on your website
C)  The number of websites on the internet
D)  The volume of traffic available for the keywords you are targeting

What is the impact of poor landing page quality on an ad group?
A)  The keywords in the ad group will be paused
B)  The ads in the ad group will be disapproved due to low Quality Score
C)  The keywords in the ad group will have a lower Quality Score.
D)  The entire campaign will be paused

With the Smart Pricing feature in Display, if our data shows that a click from a Google Display Network page is less likely to turn into an actionable business result – such as an online sale, registration, phone call, or newsletter sign-up – we may:
A)  Automatically adjust your daily budget to serve less ads on Google Display Network pages.
B)  Use data from the Display Network auction to revise the cost of your Search ads
C)  Automatically reduce your cost-per-click bids on the Google Display Network
D)  Send notification that your bids should be adjusted

Quality Score and Ad Rank are calculated:
A)  Every time your ad is eligible to serve on a Display Network page
B)  Every time someone does a search that triggers your ad
C)  A few times a day, based on your ad scheduling settings
D)  Every time you change your CPCs within your account

On the Display Network, all keywords are considered broad match only. This means that you do not need to:
A)  Include location targeting to narrow the reach of your ads
B)  Include plurals, misspellings, and other variants of your keywords
C)  Include negative keywords to refine your placement
D)  manage your keyword performance at the ad group level

Higher Quality Scores typically lead to:
A)  higher costs and lower ad positions
B)  lower costs and better ad positions
C)  less overall impressions
D)  faster delivery of daily budget

Higher Quality Scores typically result in:
A)  higher costs and lower ad positions
B)  lower costs and better ad positions
C)  less overall impressions
D)  faster delivery of daily budget

An advertiser wants to increase clickthrough rate (CTR). Which would help to eliminate irrelevant impressions?
A)  Assign unique keyword URLs to each keyword
B)  Evaluated the site design for improvements
C)  Add negative keywords to the ad group
D)  Add more relevant keywords to the ad group

Ad groups should be used to:
A)  organize your ads by a common theme, such as the types of products or services you want to advertise
B)  manage your daily budget according to which keywords are a priority
C)  control delivery of your ads so that they appear only to users in a specific geographic location
D)  control the specific sites that your ad will be targeted to on the Google Display Network.

When setting up an AdWords account, choose your currency and permanent time zone carefully because:
A)  time zone and currency will impact ad position
B)  these cannot be changed once you have set up your account
C)  ads are only served in countries using the same currency as your account
D)  by default, ads are only served in the same time zones as indicated in your account

Which are required components of an ad group running on the Search Network?
A)  Frequency capping, daily budget, ad scheduling
B)  Placements, keywords, network targeting
C)  Default bid, position preference, placements
D)  Text ad, keywords, default bid

Which is a factor that Google uses to target ads to users based on physical location?   A)  Language preferences   B)  Internet Protocol (IP) address   C)  Operating system   D)  Telephone number

Someone using the Google Russian search domain (Google.ru) changes the language to Englishon the “preferences” page. This user may see ads targeted to:
A)  English speakers in the United States
B)  Russian speakers in Germany
C)  English speakers in Russia
D)  Russian speakers in the Czech Republic

Jims restaurant is launching a new campaign and would like greater exposure on mobile devices to attract users on the go. How can this be done?
A)  Create a dedicated campaign for each mobile device targeted
B)  Use the same bids across all devices
C)  Enable a bid adjustment to bid more aggressively on mobile devices
D)  Enable a bid adjustment to bid less aggressively on mobile devices

Which is a benefit of Manager Defined Spend (MDS)?
A)  Automatic bidding adjustments for Conversion Optimizer users
B)  Control over managed account budgets for My Client Center (MCC) account-users
C)  Advanced permissions control for billing preferences in multi-user accounts
D)  Payment flexibility for accounts currently on prepay billing

A benefit of My Client Center (MCC) is the:
A)  increased Quality Score enjoyed on shared keywords
B)  dashboard that provides summaries of statistics for all client accounts
C)  ability to link multiple accounts with Google Analytics
D)  ability to edit campaign settings across multiple accounts simultaneously

Which is a best practice for creating effective ad text?
A)  Use a home page for every URL
B)  Include prices, promotions, and exclusives
C)  Use the same ad text for every ad in the ad group
D)  Use multiple exclamation points to grab attention

A My Client Center (MCC) account functions primarily as:
A)  a separate AdWords account with its own keywords and campaigns
B)  a dashboard that allows clients view-only access to AdWords reports
C)  an umbrella account that allows for access to individual accounts with a single log-in
D)  a bid management system for AdWords clients managed by resellers and agencies

An advertiser creates a new ad group in a campaign that is set to run on all relevant sites across the Google Display Network. If both keywords and placements are added to the ad group, they would work together to:
A)  determine the target return on investment (ROI) for a given ad group
B)  impact the time of day that the ads are eligible to show
C)  restrict the ads to specific sites and show them only when the content of that sites page is relevant to the keywords
D)  impact search results and cost-per-click (CPC) on the Google Display Network

It is important to identify special offers like “free shipping” before building an AdWords campaign in order to:
A)  choose effective CPC bids
B)  secure an effective daily budget
C)  create compelling ad text
D)  choose effective language targeting

The Opportunities tab with AdWords can be used to:
A)  Create and edit campaigns, ads, keywords, and campaign settings
B)  See an overview of how your campaigns are performing
C)  Find account reporting tools that will help you manage your daily budget
D)  Find keyword, bid, and budget ideas that can help improve your campaign performance

A bilingual user searches on Google.com (the Google U.S. domain) and has set Spanish as the preferred Google interface language. In order to target this particular user, which campaign language setting should an advertiser use?
A)  Portuguese
B)  Spanish
C)  Bilingual
D)  English

Why should you avoid adding duplicate keywords across ad groups?
A)  Identical keywords will compete against each other, and because both ads may serve – it may increase your CPCs
B)  None of these options are correct
C)  Identical keywords are not allowed in AdWords and your ads will be disapproved
D)  Identical keywords compete against each other, and the better-performing keyword triggers your ad.

Which best describes keyword contextual targeting?
A)  Ads are targeted to groups of websites based on their site categories
B)  Themes of selected placements determine related websites where ads will appear
C)  Ads are targeted only to websites related to specific businesses
D)  Themes of keywords are matched to relevant content on websites where ads will appear

An advertiser adds negative keywords to an ad group within a search campaign. This means that the ad will not show if the negative keywords:
A)  also appear in the ad text
B)  have low maximum cost-per-click (CPC) bids
C)  appear in another campaign within the account
D)  appear in a users search query

Quality Score on Google search is evaluated   A)  every 48 hours   B)  Every time someone does a search that triggers your ad   C)  none of these answers is correct   D)  every 24 hours

The main goal of automatic cost-per-click (CPC) bidding is to
A)  generate as many clicks as possible within an advertisers target budget
B)  achieve the target ad position specified by the advertiser
C)  generate as many conversions as possible within an advertisers target budget
D)  achieve the target average CPC specified by the advertiser

Location extensions can:
A)  help show product information in a visual manner within your ad unit
B)  help exclude locations where you do not have available stores.
C)  help reduce your CPC bids depending on the location of a user
D)  help nearby consumers find or call your nearest storefront

Which can be controlled at the ad-group level of an AdWords account?

A)  Daily budget   B)  Placements   C)  End dates   D)  Geographic targeting

Which is a benefit of AdWords for search marketing?
A)  Increase position in organic search results
B)  Acquire potential qualified customers
C)  Understand how customers navigate websites
D)  Collect contact information automatically from potential customers

When a campaign is showing as “Pending” within AdWords, it is:
A)  Inactive because it is past its scheduled date
B)  Active, but showing ads only occasionally due to budget constraints
C)  Inactive because your prepaid account balance has run out
D)  Inactive but scheduled to begin at a future date

Negative keywords can help advertisers refine the targeting of their ads, and potentially increase
A)  the number of relevant Display Network placements
B)  their campaigns daily budget recommendations
C)  the clickthrough rate (CTR) of their ads
D)  the amount of impressions served

If the cost-per-thousand impressions (CPM) option is not available for a campaign, the most likely reason is that the campaign:
A)  has used CPM pricing before
B)  is only opted into the Google Display Network
C)  has never used CPM pricing before
D)  is only opted into the Google search and the Search Network

Which is an example of a consideration an advertiser should make when establishing AdWords advertising goals?
A)  Payment options available
B)  Competitors cost-per-clicks (CPCs)
C)  Website load time
D)  Target market

By monitoring ad campaign performance, an advertiser may obtain the information needed to:
A)  create additional AdWords accounts for low-performing keywords
B)  create duplicate ad groups with identical keywords and different ad variations
C)  compare campaign performance to that of individual competitors
D)  determine if campaigns are meeting overall marketing and conversion goals

What type of bidding method is used to manage image ads on the Google Display Network?
A)  CPA
B)  CPM only
C)  CPC only
D)  CPM and/or CPC

What happens as a result of a search campaign consistently meeting its daily budget?
A)  Accelerated ad delivery
B)  Higher average cost-per-clicks (CPCs)
C)  Fewer sites targeted at once
D)  Missed potential ad impressions

What happens when a campaign consistenly meets its average daily budget?
A)  Ads in that campaign will stop showing for the rest of the billing cycle
B)  Average cost-per-click (CPC) bids will be lowered
C)  Your budget is automatically adjusted
D)  Ads in that campaign will show less often than they could

What best describes Enhanced Cost-Per-Click (ECPC)
A)  ECPC is a separate bid set for ad groups using the Conversion Optimizer
B)  ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion
C)  ECPC is a Quality Score boost for advertisers using ad extensions
D)  ECPC is the discount applied to your Max CPC to determine actual CPC

Grouping similar keywords together in an ad group will:
A)  ensure that the ads and keywords in that ad group are approved
B)  allow an advertiser to creae ads relevant to those keywords
C)  keep an advertisers average cost-per-click (CPC) within a narrow range
D)  allow an advertiser to use only broad match keywords

If your ad serving option is set to “optimize” and there are multiple variations of your text ads within the same ad group, AdWords will:
A)  automatically try to show the best performing ad more often
B)  automatically increase your quality score based on the average CTR of the ad group
C)  automatically serve the ad with the highest maximum CPC the most often
D)  automatically lower your bids according to your CPA goal

You have been targeting the entire United States in your scuba diving equipement ad campaign, but you know that much of the scuba equipment that is sold to customers in Hawaii. What would be the most efficient way to optimize your campaign and measure the impact of an optimization?
A)  You add the keywords “Hawaii” to all of your ad groups, so that your ad will stop serving on searches that are not specific to Hawaii
B)  You delete all of the keywords that have not been performing well, and start over with a new set of keywords and campaigns that uses location targeting to show only to users in Hawaii
C)  You create a separate campaign targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget
D)  You adjust your ad scheduling so that your campaign is only showing during business hours for the time zone that Hawaii is in

With social extensions, how are +1s calculated for your ad and Google+ page
A)  Any +1 on your ad is displayed as a part of your display campaigns, but has no bearing on oyur quality score or AdRank
B)  Any +1 on your ad applies to your Google+ Page as well. All +1s from your Google+ Page are also applied to your AdWords ads
C)  Only +1s from your Google+ page are showing in the count that is visible on your ad
D)  Only +1s from your ads are calculated, your Google+ page is considered a separate campaign

Which potential factor does Google use to calculate a search campaigns recommended daily budget?
A)  Impressions
B)  Conversions
C)  Transactions
D)  Placements

A lower CPA does not necessarily indicate higher profit. Why?
A)  A lower CPA may be due to changes in CPC bidding
B)  A lower CPA may also have lower sales volume, reducing overall profit
C)  A lower CPA may be due to additions in negative keywords
D)  A lower CPA may be due to changes in network distribution

Which best describes the “Optimize” ad rotation setting in AdWords?
A)  The “Optimize” ad rotation setting allows your campaign to show ads more often, which can increase impressions
B)  The “Optimize” ad rotation setting allows your campaign to automatically show the most relevant display URL for each ad
C)  The “Optimize” ad rotation setting allows the AdWords system to automatically show the better performing ads more often
D)  The “Optimize” ad rotation setting allows two of the ads from the ad group to show to a user on the same page

In order for cost-per-click (CPC) ads and cost-per-thousand impressions (CPM) ads to compete with each other in the same auction on the Google Display Network, the AdWords system converts the CPC ads bid to:
A)  a CPM
B)  an effective CPM
C)  an effective CPM conversion
D)  a CPM conversion

Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?
A)  AdWords budgets can only be set once annually and require a fixed commitment
B)  Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive
C)  Online campaigns generate clicks, whereas other channels generate exposure
D)  Budgets cannot be applied to online campaigns due to constant changes in traffic

Your ad is live on Google search, and you want to continue to check it over time to see if it is still running. Why is it advised that you use the AdPreview and Diagnosis took, instead of doing searches to find your ad on Google.com?
A)  By performing searches that trigger your ad, you are inflating the amount of predicted impressions on the search keywords, which may impact your organic search ranking
B)  By performing searches that trigger your ad, you will be automatically be charged for the impressions and may use all of your daily budget too quickly
C)  None of these options are correct
D)  By performing searches that trigger your ad, you will rack up impressions without clicks, which can lower your clickthrough rate and prevent your ad from appearing as often as it should

You are starting a new campaign with the goals of achieving a positive ROI and extending to all profitable traffic. How can the AdWords average daily budget setting help when starting out?
A)  It can help direct traffic to different landing pages to discover which performs best
B)  It can help aim for a desired average position during testing
C)  It can help limit your costs and exposure while profitability is achieved
D)  It can help limit exposure to only the geographical areas you support

When optimizing your campaign, you can get ideas for negative keyword and placement exclusions lists through which AdWords tool?
A)  List suggestor
B)  Ad experiments
C)  Placement performance report
D)  Keyword aggregator

You are focused on reaching viewers with video content, and are looking to pay only when a user views your ad (CPV model). Which form of AdWords video advertising would be most appropriate?
A)  TrueView video formats
B)  YouTube homepage ads
C)  Click-to-Play video ad formats
D)  CPM Video ad formats

How often does the AdWords system run an auction to decide which ads to show on the Google search page
A)  Every time a user enters a search query
B)  Once every 24 hours for a given keyword
C)  Every time a new advertiser adds a keyword to an account
D)  Once every two hours for a given keyword

Which is one characteristic of the “Accelerated” delivery method?
A)  Ads are shown above the search results as well as to the right of the search results
B)  Ads are shown when users search on relevant variations of keywords in the campaign
C)  Ads are only shown when there is a higher likelihood that users will click on them
D)  Ads are shown as frequently as possible until the budget is exhausted

If you have set a maximum CPC bid of $1 for your ads, and if the next most competitive bid is only $0.50 for the same ad position, what is the maximum CPC you would need to pay to show your ad – assuming your ad is similar in all other aspects?
A)  1.01
B)  0.5
C)  0.51
D)  1

All other things being equal, if you’ve set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you’d pay for that click?
A)  1.01
B)  0.5
C)  0.51
D)  1

Which is a benefit of search advertising with Google AdWords?
A)  Ability to pay for specific placement in top ad positions
B)  Extended reach to search partners
C)  Better position in natural search results
D)  Ability to view competitors bids for keywords

An advertiser creates a new search campaign with the goal of driving traffic to a new website. The advertiser wants to spend very little time setting and managing individual keyword bids. Which is the best bidding option for this advertiser?
A)  Cost-per-thousand impressions (CPM)
B)  Automatic cost-per-click (CPC)
C)  Manual cost-per-click (CPC)
D)  Cost-per-Acquisition (CPA)

Amy, a new account manager at Bobs agency, will be working with three specific accounts underneath a My Client Center (MCC) account. Which is the best way for Bob to limit her access to only those accounts?
A)  Combine the campaigns from each account into a single AdWords account. Grant Amy access to that single account so she can manage all campaigns from one place.
B)  Invite Amy as a read-only user on the MCC level, so she can view reports for the accounts she needs to see
C)  Create a new MCC account linked to the original MCC account, and then move the three accounts into that MCC. Grant Amy access ot that sub-MCC only.
D)  Set up a direct login emails to each of the three accounts, so Amy will log in to each account individually without gaining access to the other accounts linked to the MCC

Data shows the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?
A)  Use frequency capping to limit thenumber of times men ages 40 to 65 see your client’s ads
B)  Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
C)  Add demographic and age targeting to show ads to people in this audience
D)  Set up a remarketing list to show ads to women who have previously visited your client’s website

Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?
A)  Use frequency capping to limit thenumber of times men ages 40 to 65 see your client’s ads
B)  Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
C)  Add demographic and age targeting to show ads to people in this audience
D)  Set up a remarketing list to show ads to women who have previously visited your client’s website

Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve?
A)  Clickthrough rate (CTR)
B)  Converted clicks
C)  Impressions
D)  Conversion rate

When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get. Which bidding strategy should you use to achieve this goal?
A)  Cost-per-thousand impressions (CPM)
B)  Cost-per-acquisition (CPA)
C)  Automatic cost-per-click (CPC)
D)  Manual cost-per-click (CPC)

Your client wants to improve her ad position. What would you recommend?
A)  Improve the ad quality and increase bid amount
B)  Add more keywords and increase daily budget
C)  Improve Quality Score and decrease bid amount
D)  Make the ad headline longer and more descriptive

Which client would you advise to advertise on the Google Search Network?
A)  Jim, who wants to reach people on social networks interested in poetry
B)  Suzy, who wants to reach people browsing travel websites about China
C)  Bill, who wants to reach people looking for plumbing services
D)  Carol, who wants to reach people watching YouTube videos

When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?
A)  Add the terms as exact match keywords
B)  Add the terms as phrase match keywords
C)  Add the terms as negative keywords
D)  Add the terms as keywords

An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from AdWords, what can you do to start maximizing results for profit?
A)  Test different cost-per-click (CPC) bids
B)  Test only one version of your ad text
C)  Lower the cost-per-click (CPC) bids and increase the budget
D)  Delete keywords that are generating the most clicks

Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your client’s bidding strategy?
A)  Use target search page location to help get your client’s ads to the top of mobile search page results
B)  Set a mobile bid adjustment to increase bids for searches on mobile devices
C)  Set a mobile bid adjustment to decrease bids for searches on computers and tablets
D)  Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices

Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign is a good fit?
A)  “Display Network only – All features”
B)  “Shopping”
C)  “Search Network only – All features”
D)  “Search Network only – Standard”

Which of these metrics is especially important to clients who are running a branding campaign?
A)  Clickthrough rate (CTR)
B)  Average cost-per-click (avg. CPC)
C)  Impressions
D)  Phone call conversions

On the Google Display Network, your ad is eligible to show on a webpage if your:
A)  keywords match that webpage’s content
B)  ad text matches that webpage’s content
C)  landing page matches that webpage’s content
D)  website matches that webpage’s content

When reviewing your client’s Search Network campaign, you notice that the ads in one of the ad groups have a low average position. Which flexible bid strategy should you use to help improve the position of these ads?
A)  Maximize clicks
B)  Enhance cost-per-click (CPC)
C)  Target return on ad spend (ROAS)
D)  Target search page location

Keyword Planner can help you buildl a new Search Network campaign by:
A)  organizing potential placements into ad groups
B)  suggesting landing pages for your ads
C)  multiplying keyword lists together
D)  creating new ads based on your keywords

Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?
A)  A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
B)  A call-to-action like “Visit our gym now”
C)  Add a promotion like “20% off fitness classes”
D)  Add a call-to-action like “Sign up for a free trial”

If you want to direct people to specific pages on your website from an ad, you can create an ad that uses:
A)  sitelink extensions
B)  previous visit extensions
C)  callout extensions
D)  location extensions

A standard AdWords text ad is made up of:
A)  a display URL and description text
B)  a headline, image, and description text
C)  a headline and description text
D)  a headline, a display URL, and description text

Research for a client who owns used car dealerships shows that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people?
A)  Remarketing
B)  Keywords
C)  Topics
D)  Placements

An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?
A)  The profit dervied from a paid click
B)  The bids of the next closest advertiser
C)  The average profit per conversion
D)  The Quality Score of the keyword

Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and:
A)  the daily budget you’ve set
B)  your historical conversion rate
C)  the expected impact of extensions and other ad formats
D)  the search ranking of your website

Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?
A)  Mobile bid adjustments
B)  Target return on ad spend (ROAS)
C)  Target search page location flexible bidding strategy
D)  Cost-per-acquisition (CPA)

How can you see if people are searching for your client’s services during the early morning and evening hours?
A)  Monitor reach and frequency data
B)  Run a keyword diagnosis
C)  Segment performance statistics by time
D)  Run a search terms report

You signed 3 new clients, each with an existing AdWords account. What’s the best way to manage these accounts?
A)  Pause your clients’ campaigns and recreate them in your manager acccount
B)  Use your clients’ sign-in information to access and manage the accounts
C)  Link the client accounts to your My Client Center (MCC) manager account
D)  Consolidate the 3 accounts into a new AdWords account you create

Tom wants to promote his windshield repair company’s emergency service by reaching people right when they’re searching for help. Which campaign type is a good fit?
A)  “Search Network with Display Select”
B)  “Shopping”
C)  “Search Network only”
D)  “Display Network only”

When creating text ads to advertise a client’s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?
A)  Include call-to-actions, such as “Find the nearest location”
B)  Information about Italian food in the description
C)  Use the same headline and description as other advertisers
D)  An exclamation point in the display URL

You would advise a client that’s launching a new product line to advertise on the Google Display Network because she can:
A)  reach people who are interested in similar products
B)  use text ads that encourage people to call her business
C)  use text ads that encourage people to visit her website
D)  reach people who are searching for her products

An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?
A)  Set a daily budget of $20 for the advertiser’s campaign
B)  Set a bid of $20 per ad group
C)  Set a daily budget of $20 for the advertiser’s account
D)  Set a bid of $20 for the advertiser’s campaign

Which client would you advise to use radius targeting?
A)  Luis, whose e-commerce business delivers nationwide
B)  Denise, whose service can reach customers within 30 miles
C)  Christopher, who wants to promote his new product in select cities
D)  Mabel, who wants to exclude her ads from certain cities

What does “converted clicks” measure?
A)  The total number of clicks within your chosen conversion window
B)  The total number of conversions divided by the total number of clicks
C)  The total number of clicks that led to a conversion
D)  The percentage of clicks that led to a conversion

Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?
A)  “Display Network only – All features”
B)  “Search Network with Display Select – All features”
C)  “Display Network only – Remarketing”
D)  “Search Network only – All features”

Your ad can show to a user when your targeted language matches:
A)  a user’s browser setting
B)  a user’s Google interface language setting
C)  the language of websites a user visits most often
D)  a user’s operating system language

What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?
A)  Add search terms that are not leading to many clicks as negative keywords
B)  Add sitelinks to your ads to make them even more prominent
C)  Make sure all of these search terms are included as keywords, regardless of relevance
D)  Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

What strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?
A)  Broaden his keyword list for ads with the lowest clickthrough rate (CTR)
B)  Add new relevant keywords and remove keywords with low clickthrough rate (CTR)
C)  Increase bids for ads with the lowest average position and clickthrough rate (CTR)
D)  Increase bids on relevant keywords with low clicks and clickthrough rate (CTR)

When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your:
A)  traffic estimates for placement ideas
B)  historical conversion rate estimates for your keyword and placement ideas
C)  historical cost-per-click (CPC) estimates for your keyword and placement ideas
D)  traffic estimates for your keyword ideas

You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:
A)  creating ads that include terms or phrases people are searching for
B)  creating relevant ads and keywords, but not using ad extensions
C)  creating ads that link to a generic landing page
D)  creating relevant keywords and ads, and using ad extensions

Donna sells t-shirts featuring vintage album covers. She wants people searching for unusual t-shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend?
A)  “Display Network only – All features”
B)  “Display Network only – Remarketing”
C)  “Search Network with Display Select – All features”
D)  “Search Network only – All features”

How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Google Display Network?
A)  CPC bids are effectively coverted to CPM bids
B)  CPM bids are effectively coverted to CPC bids
C)  Ads using CPC bids are not allowed to compete on the Display Network
D)  CPC and CPM bids only compete against bids of the same type

Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:
A)  they perceive her products
B)  likely they are to become a regular customer
C)  they interact with her website
D)  likely they are to click her ads

Which of the following items is not a component of Quality Score?
A)  Landing page experience
B)  Maximum cost-per-click (max. CPC) bid
C)  Ad relevance
D)  Expected clickthrough rate (CTR)

Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?
A)  Create a campaign with ads and keywords written in French
B)  Create a campaign targeting Paris and languages other than French
C)  Create a campaign targeting French and regions other than Paris
D)  Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?
A)  Increase the maximum cost-per-click (CPC) bid
B)  Change the ad delivery method from “Accelerated” to “Standard”
C)  Lower the daily budget amount
D)  Pause the campaign to stop showing ads and accruing costs

A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?
A)  Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment
B)  Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
C)  Add call extensions to the client’s ads and monitor performance with the top vs. other segment
D)  Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

In order to appeal to customers on mobile devices, it’s important to:
A)  Send users to a video-based landing page
B)  Send users to a mobile-friendly landing page
C)  Avoid using ad extensions
D)  include your phone number as your display URL

Cliff just started working with a client who has a very disorganized AdWords account. What’s an effective way for him to begin restructuring his client’s account?
A)  Create multiple campaigns, each with a set of related keywords
B)  Create campaigns based on the structure of his client’s website
C)  Create one campaign with a broad selection of keywords
D)  Create one campaign for all the products his client offers

When choosing a maximum cost-per-click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:
A)  based on how much your product is worth
B)  50% of how much your product is worth
C)  the same amount as the profit generated by your product
D)  the same amount as the revenue generated by your product

You would choose to advertise on the Google Search Network if you wanted to:
A)  reach customers browsing websites related to your business
B)  reach customers while they’re searching for your products or services
C)  choose the types of websites where you want your ads to show
D)  choose from a range of ad formats, like video and image ads

An advertiser should group their campaigns by:
A)  type of product or service
B)  number of keywords
C)  maximum cost-per-click (CPC) bids
D)  number of ad groups per campaign

A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?
A)  Specific terms about the benefits of running
B)  Specific terms about the shoe brand and model your client is selling
C)  Generic terms about running and running shoes
D)  Generic terms about different types of women’s shoes

Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?
A)  App promotion ads
B)  Product Listing Ads
C)  Image ads
D)  Sitelink extensions

When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?
A)  AdWords only shows an ad for keywords with proper spelling and plural forms
B)  Your keyword list would be disapproved based on Google’s advertising policies
C)  AdWords can automatically include these variations for you
D)  Broad match includes the exact words and phrases a user searches for

Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?
A)  Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
B)  Use the top movers report which campaigns have seen the biggest change in clicks since last month
C)  Use the paid & organic report to show when his website appears in organic search, with no associated ads
D)  Use the Search term report to show which search terms lead to the most clicks on his ads

What’s the easiest way to evaluate if one version of your landing page performs better than another for the same ad?
A)  Replace the existing landing page with the new one and compare this month’s data to last month’s
B)  Run a Campaign Experiment on the existing campaign that switches between both landing pages
C)  Create another ad group for the new landing page and compare the two ad groups
D)  Create another campaign for the new landing page and compare the two campaigns

Which is a benefit of advertising online with Google AdWords?
A)  Advertisers can choose how much they spend and only pay when someone clicks their ad
B)  Advertisers can choose how many times their ad should show during the day
C)  Advertisers pay the same amount every time someone clicks their ad
D)  Advertisers can pay to always show their ad above the organic search results

A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?
A)  Google’s Search Network will help her target people who are more likely to download her app
B)  She can use keywords like “mobile app” to target people who are more likely to download her app
C)  Google’s Display Network includes many mobile apps where she could show her ad
D)  She can use mobile app extensions to reach users in apps

You sell video games and want people who play mobile gaming apps to know about your store. What’s one benefit of promotion your products with a mobile apps campaign on the Display Network?
A)  It lets people who see your ad get directions to your store on Google Maps
B)  It allows you to show your ad on app categories that you choose
C)  It encourages people using mobile devices to install your app
D)  It directs people to your online store to purchase your products

Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?
A)  Create multiple ad groups that target different devices, and monitor the results
B)  Set up an experiment to test which device he should target
C)  Create multiple campaigns that target different devices, and monitor the results
D)  Segment his campaign statistics table by device

While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:
A)  create a different ad for each keyword
B)  create multiple ads for each keyword
C)  only create one ad that’s relevant to all keywords
D)  create ads that are relevant to all keywords

When building a keyword list for a Display Network campaign, you should do which of the following
A)  Use Display Campaign Optimizer to identify new keywords
B)  Only include exact match keywords
C)  Only use Keyword Planner to identify new keywords
D)  Include keywords that are related to the websites your customers visit

If you’d like your ads to show on certain sites across the Internet, you can add these websites as:
A)  Placements
B)  Audiences
C)  Keywords
D)  Topics

You would choose to advertise on the Google Display Network if you wanted to:
A)  show ads to people on non-Google search sites
B)  show ads on Google Maps
C)  show ads on websites related to your business
D)  show ads on Google Shopping

Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies
A)  AdWords policies can help web user distinguish between ads and search results
B)  AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
C)  AdWords policies can keep disapproved ads and websites out of organic search results
D)  AdWords policies can help keep ad costs low and affordable for advertisers

Your ad can show on the Google Search Network when someone searches for terms that are similar to your:
A)  Keywords
B)  Placements
C)  Website
D)  Ad text

You can use Keyword Planner to identify:
A)  the number of negative keywords you should add
B)  the amount of traffic potential keywords you might get
C)  which text ads are performing best based on your keywords
D)  webpages where your ad can appear based on your keywords

Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?
A)  Number of clicks on her ads and costs to produce her purses
B)  How many times her ads have been viewed and clicked on
C)  Number of clicks on her ads and revenue they generated
D)  Costs to produce her purses and revenue generated from her ads

You can use Display Planner to:
A)  see how other advertisers perform on websites where you want your ad to appear
B)  compare how your current Display Network campaign could perform on websites you’d like to target
C)  see ways to reach your target audience based on your keywords, website, or interest categories
D)  see which image and text ads are performing best on the specific websites you’re targeting

You can use audience targeting to show your ads to:
A)  specific websites, based on specific interests
B)  groups of websites, based on specific interests
C)  specific groups of people, based on their interests
D)  specific groups of people, based on their location

When someone clicks your ad, the actual amount you’re charged will be:
A)  The minimum needed to hold your ad position or 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
B)  The minimum needed to hold your ad position but never less than 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
C)  The minimum needed to hold your ad position but never more than 120% of your maximum cost-per-click (max. CPC) bid, whichever is greater
D)  The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit

What’s one of the main benefits of using ad extensions?
A)  Extensions increase your reach by showing your ad on more advertising networks
B)  Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent
C)  Extensions provide additional information to make your ads more relevant to customers
D)  Extensions are automated so you don’t have to create your ads

Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:
A)  measures trends relating to the search terms people have used before seeing your ad
B)  focuses on getting customers to complete an online purchase
C)  shows you which ads lead to customer actions that have value for your business
D)  automatically gives you personal details about the people who convert

Which ad extension would you use for an advertiser who has a chain of restaurants?
A)  Seller ratings
B)  Location extensions
C)  Sitelink extensions
D)  Previous visits extensions

Conversion Optimizer can help drive conversions by using your conversion history and:
A)  cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
B)  cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
C)  cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
D)  cost-per-click (CPC) goals to raise your bid when a conversion is more likely

Your new client’s AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client’s keywords?
A)  Create new ad groups with several keyword match types
B)  Create new ad groups with with related keywords grouped together
C)  Remove half of the keywords from the ad group
D)  Create one ad group for every five keywords

Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?
A)  A page with information on instrument rentals and a contact form
B)  His homepage, with links to instrument sales, rentals, and music lessons
C)  A page with information on music lessons and a contact form
D)  A page with a wide selection of instruments for sale

Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations.” What does this mean?
A)  Karen’s ads often show below her organic results for the search query
B)  People who see Karen’s site in relevant organic search results often click through to her site
C)  Karen’s ads don?t often show for the search query
D)  Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’

Which statistic indicates how often a click has led to a conversion?
A)  Cost-per-conversion
B)  Clickthrough rate (CTR)
C)  Conversion rate
D)  Converted clicks

Each campaign in your AdWords account should have a single:
A)  maximum cost-per-click (max. CPC) bid
B)  landing page
C)  business goal
D)  ad group

What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand
A)  Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
B)  Use a balanced combination of broad-, exact-, and phrase-matched keywords
C)  Add display ads and affinity audiences targeting people interested in green living and beauty
D)  Target large metropolitan areas where people are more likely to encounter her product

Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?
A)  Make sure the landing page is closely related to the ad
B)  Increase the average daily budget for the campaign
C)  Broaden the list of keywords to reach more potential customers
D)  Increase the cost-per-click (CPC) bid for low-performing keywords

What is the benefit of having multiple ads in an ad group?
A)  AdWords will automatically match each ad to the keywords it’s most relevant to
B)  Ads are only eligible to show ad extensions if there are more than one ad in that group
C)  Ads are only eligible to show at the top of the page if there are more than one ad in that ad group
D)  AdWords will automatically rotate your ads and show the best performing ones more often

Clyde wants to raise the profile of his dance school. A “Display Network only” campaign can help him:
A)  show ads when someone searches for dance classes
B)  match his ad text to what people are searching
C)  pick the most popular keywords for his campaign
D)  show ads on dance websites and YouTube videos

Why should you link your client’s AdWords account to Google’s Webmaster Tools?
A)  See how your ads performed when triggered by actual searches
B)  See how often your ads rank higher in search results than those of other advertisers
C)  See if people reach your client’s website via ads or organic search results
D)  See which campaigns have the biggest changes in clicks, costs, and conversions

Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?
A)  Use a location bid adjustment to increase bids for customers in Tokyo
B)  Create a separate ad group to target ads and bids for Tokyo
C)  Use the user location view to understand if people who click your ads are located in Tokyo
D)  Refine where your ads show by adding the keyword “Tokyo”

Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?
A)  Cost-per-view (CPV)
B)  Cost-per-thousand-impressions (CPM)
C)  Cost-per-click (CPC)
D)  Cost-per-acquisition (CPA)

Your client wants to show ads to people who’ve visited her website before. Which Adwords feature would you recommend she use?
A)  Dynamic Search Ads
B)  Ecommerce tracking
C)  Remarketing
D)  Conversion tracking

Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?
A)  Reach and frequency data
B)  Cost-per-thousand-impressions (CPM) bidding
C)  Call extensions
D)  Placement targeting

What’s a reason to use the “Search Network with Display Select” campaign type?
A)  Your ads only show on the first page search results
B)  You can pick the exact websites where you want your ad to show
C)  You can use one budget to advertise on the Search Network and Display Network
D)  Your video ads can run on the Search Network

Tony travels frequently. He needs to be able to make changes to his AdWords account while he’s offline, so he downloads AdWords Editor. Using AdWords Editor, Tony can do all of the following except:
A)  Undo and redo multiple changes while editing his campaigns
B)  Refresh data to reflect the lastest statistics on his cost-per-click (CPC) campaign
C)  Mange, edit, and view multiple accounts at the same time
D)  Copy or move items between ad groups and campaigns

When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:
A)  Negative match keywords
B)  Broad match keywords
C)  Exact match keywords
D)  Phrase match keywords

One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?
A)  AdWords automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results
B)  Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies
C)  To show an ad more often, AdWords charges more than the average daily budget amount multipled by 30.4
D)  Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multip

You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?
A)  How much you’ve spent on the campaign compared to the value of leads generated
B)  You can’t calculate return on investment for campaigns that are focused on online leads
C)  The percentage of budget spent compared to how many forms were completed
D)  The number of clicks your ad received divided by the number of times it showed

Which is a benefit of advertising online?
A)  Reach people who are likely interested in what you’re advertising
B)  Automatically collect information about potential customers
C)  Increase your position in organic search results
D)  Make money by showing ads on your website


Chapter 13: Questions without Answers

*Build Your Own Study Guide


 

An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords are what?

What is a benefit of online advertising with Google AdWords?

It is beneficial to create multiple ad groups in order to do what?

Which AdWords settings are specified at the account level?

An online retail company is based in the United States but ships to customers all over the world. If this company wants to serve Spanish language ads to Spanish speaking users, which targeting option should be refined?

Which method would be recommended for an advertiser who is trying to increase the Quality Score of a low-performing keyword?

An advertiser who decides to edit the location targeting of an ad can do this where?

If your campaign is opted into show ads on the Google Display Network, and your Display Network ads have a lower CTR than your existing search ads – how will this impact the quality score of your search campaign?

An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?

To determine which ad language to target to a user, the AdWords system refers to that users what?

Which budget delivery option is most appropriate for an advertiser who wants AdWords to distribute ads evenly throughout the day?

An advertiser wants to allocate additional budget to advertising a new product line. In order to accomplish this goal, the advertiser should create what?

Suppose you have created an ad group to advertise gourmet chocolate, and it includes keywords like “dark chocolate” and “gourmet chocolate bars.” If you opted this particular campaign into the Google Display Network, what type of targeting would automatically be used to determine whether your ads might show?

Which line of ad text would be disapproved based on Googles advertising policies?

How do managed placements on the Display Network work?

According to ad policies, what types of words, phrases, or characters can not be included in an AdWords text ad?

Your text ad includes the phrase “Your friend has a crush on you, See more!”. Why could your ad be disapproved according to AdWords policies?

 Which formula does Google use to rank keyword-targeted ads on Google Search?

When resetting a password in AdWords, what should a user keep in mind?

A keyword with very low clickthrough rate (CTR) will usually receive what?

Adding placements to an ad group does what?

In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on what?

By adding managed placements to a Display Network campaign – you can show your ad where?

A My Client Center (MCC) account manager wants to grant Standard Access to a linked client. Before making this change, the account manager should consider that Standard Access users can do what?

What happens when an advertiser sets a daily budget lower than the recommended amount, using the “Standard” delivery method?

The maximum cost-per-click (CPC) bid is the what?

If an advertiser improves the Quality Score of a keyword, this keyword may do what?

You can use Display Planner to do what?

When sitelinks are set at both the campaign and ad group level, which will be displayed?

Which formula represents how Ad Rank is determined on Google search?

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

What should an advertiser use to organize ad groups?

Advertisers on Google search accrue cost in AdWords when they do what?

A primary benefit of location targeting is that advertisers can do what?

You are managing a campaign where budget is unlimited as long as ROI is positive, but something still limits how much you are able to effectively invest. What is it?

What is the impact of poor landing page quality on an ad group?

With the Smart Pricing feature in Display, if our data shows that a click from a Google Display Network page is less likely to turn into an actionable business result – such as an online sale, registration, phone call, or newsletter sign-up – we may do what?

Quality Score and Ad Rank are calculated how?

On the Display Network, all keywords are considered broad match only. This means that you do not need to do what?

Higher Quality Scores typically lead to what?

An advertiser wants to increase clickthrough rate (CTR). Which would help to eliminate irrelevant impressions?

Ad groups should be used to do what?

When setting up an AdWords account, choose your currency and permanent time zone carefully because why?

Which are required components of an ad group running on the Search Network?

 Which is a factor that Google uses to target ads to users based on physical location?

Someone using the Google Russian search domain (Google.ru) changes the language to Englishon the “preferences” page. This user may see ads targeted to what?

Jims restaurant is launching a new campaign and would like greater exposure on mobile devices to attract users on the go. How can this be done?

 Which is a benefit of Manager Defined Spend (MDS)?

 A benefit of My Client Center (MCC) is?

Which is a best practice for creating effective ad text?

A My Client Center (MCC) account functions primarily as a what?

 An advertiser creates a new ad group in a campaign that is set to run on all relevant sites across the Google Display Network. If both keywords and placements are added to the ad group, they would work together to do what?

It is important to identify special offers like “free shipping” before building an AdWords campaign in order to do what?

The Opportunities tab with AdWords can be used to do what?

A bilingual user searches on Google.com (the Google U.S. domain) and has set Spanish as the preferred Google interface language. In order to target this particular user, which campaign language setting should an advertiser use?

Why should you avoid adding duplicate keywords across ad groups?

Which best describes keyword contextual targeting?

An advertiser adds negative keywords to an ad group within a search campaign. This means that the ad will not show if the negative keywords do what?

Quality Score on Google search is evaluated based on what?

The main goal of automatic cost-per-click (CPC) bidding is to do what?

 Location extensions can do what?

Which can be controlled at the ad-group level of an AdWords account?

Geographic targeting is what?

When a campaign is showing as “Pending” within AdWords, it is what?

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

If the cost-per-thousand impressions (CPM) option is not available for a campaign, the most likely reason is that the campaign is what?

Which is an example of a consideration an advertiser should make when establishing AdWords advertising goals?

By monitoring ad campaign performance, an advertiser may obtain the information needed to do what?

What type of bidding method is used to manage image ads on the Google Display Network?

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

What best describes Enhanced Cost-Per-Click (ECPC)?

Grouping similar keywords together in an ad group will do what?

If your ad serving option is set to “optimize” and there are multiple variations of your text ads within the same ad group, AdWords will do what?

You have been targeting the entire United States in your scuba diving equipement ad campaign, but you know that much of the scuba equipment that is sold to customers in Hawaii. What would be the most efficient way to optimize your campaign and measure the impact of an optimization?

With social extensions, how are +1s calculated for your ad and Google+ page?

Which potential factor does Google use to calculate a search campaigns recommended daily budget?

 A lower CPA does not necessarily indicate higher profit. Why?

Which best describes the “Optimize” ad rotation setting in AdWords?

In order for cost-per-click (CPC) ads and cost-per-thousand impressions (CPM) ads to compete with each other in the same auction on the Google Display Network, the AdWords system converts the CPC ads bid to what?

Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

 Your ad is live on Google search, and you want to continue to check it over time to see if it is still running. Why is it advised that you use the AdPreview and Diagnosis took, instead of doing searches to find your ad on Google.com?

You are starting a new campaign with the goals of achieving a positive ROI and extending to all profitable traffic. How can the AdWords average daily budget setting help when starting out?

When optimizing your campaign, you can get ideas for negative keyword and placement exclusions lists through which AdWords tool?

You are focused on reaching viewers with video content, and are looking to pay only when a user views your ad (CPV model). Which form of AdWords video advertising would be most appropriate?

How often does the AdWords system run an auction to decide which ads to show on the Google search page?

Which is one characteristic of the “Accelerated” delivery method?

If you have set a maximum CPC bid of $1 for your ads, and if the next most competitive bid is only $0.50 for the same ad position, what is the maximum CPC you would need to pay to show your ad – assuming your ad is similar in all other aspects?

Which is a benefit of search advertising with Google AdWords?

An advertiser creates a new search campaign with the goal of driving traffic to a new website. The advertiser wants to spend very little time setting and managing individual keyword bids. Which is the best bidding option for this advertiser?

Amy, a new account manager at Bobs agency, will be working with three specific accounts underneath a My Client Center (MCC) account. Which is the best way for Bob to limit her access to only those accounts?

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

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

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

Your client wants to improve her ad position. What would you recommend?

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

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

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

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

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

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

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

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

Keyword Planner can help you build a new Search Network campaign by doing what?

Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?

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

 A standard AdWords text ad is made up of what?

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

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

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

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

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

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

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

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

 You would advise a client that’s launching a new product line to advertise on the Google Display Network because she can do what?

An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?

Which client would you advise to use radius targeting?

 What does “converted clicks” measure?

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

Your ad can show to a user when your targeted language matches what?

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

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

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

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

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

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

Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how to?

Which of the following items is not a component of Quality Score?

Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

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

A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?

In order to appeal to customers on mobile devices, it’s important to do what?

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

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

You would choose to advertise on the Google Search Network if you wanted to do what?

An advertiser should group their campaigns by what?

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

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

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

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

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

Which is a benefit of advertising online with Google AdWords?

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

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

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

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

 When building a keyword list for a Display Network campaign, you should do what?

If you’d like your ads to show on certain sites across the Internet, you can add these websites as how?

 You would choose to advertise on the Google Display Network if you wanted to do what?

Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies?

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

You can use Keyword Planner to identify what?

Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

You can use Display Planner to do what?

You can use audience targeting to show your ads to who?

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

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

 Conversion Tracking helps you improve the return on investment (ROI) from your online advertising how?

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

Conversion Optimizer can help drive conversions by using your conversion history and what else?

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

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

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

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

 Each campaign in your AdWords account should have a single what?

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

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

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

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

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

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

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

Your client wants to show ads to people who’ve visited her website before. Which Adwords feature would you recommend she use?

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

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

Tony travels frequently. He needs to be able to make changes to his AdWords account while he’s offline, so he downloads AdWords Editor. Using AdWords Editor, what can Tony do?

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

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

You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

What is a benefit of advertising online?


Chapter 14: 90 Questions with Answers

*Build Your Own Study Guide


 

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

A- The profit derived from a paid click.

 

2. In the case of a placement targeted ad on the Google Display Network, the Quality Score Portion of calculating Ad Rank is based on ?

A- the quality of your landing page.

 

3. you are starting a new campaign with the goals of achieving positive ROI and extending to all profitable traffic. How can the Adwords average daily budget setting help when starting out?

A- it can help limit your costs and exposure while profitability is achieved.

 

4. which is a factor that Google uses to target ads to users based on physical location ?

A- Internet Protocol (IP) address.

 

5. which best describes the “Optimize” ad rotation setting in Adwords ?

A- The “Optimize” ad rotation setting allows the Adwords system to automatically shows the better performing ads more often.

 

6. Grouping similar keywords together in an ad group will ?

A- allow an advertiser to create ads relevant to those keywords.

 

7. A primary benefit of location targeting is that advertisers can ?

A- target any combination of countries, territories, and regions.

 

8. Quality Score and Ad Rank are calculated.

A- Every time someone does a search that triggers your ad.

 

9. An advertiser wants to achieve the top position in paid search results. which recommendation would improve the likelihood of top ad position ?

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

 

10. It is important to identify offers like “free shipping” before building an AdWords campaign in order to.

A- Create compelling ad text.

 

11. which line of ad text would be disapproved based on Google’s advertising policies ?

A- Best deals – click here.

 

12. which are the required components of an ad group on the Search Network ?

A- Text ad, keywords, default bid.

 

13. which potential factor does Google use to calculate a search campaign’s recommended daily budget ?

A- Impressions.

 

14. which formula represents how Ad Rank is determined on Google search ?

A- Maximum cost-per-click (CPC) multiplied by Quality score.

 

15. which best describes keyword contextual targeting ?

A- Themes of keywords are matched to relevant content on websites where ads will appear.

 

16. which is a benefit of Adwords for search marketing ?

A- Acquire potential qualified customers.

 

17. when sitelinks are set at both the campaign and ad group level, which will be displayed?

A- sitelinks at the ad group level.

 

18. A keyword with a very low clickthrough rate (CTR) will usually receive.

A- a low Quality score on the Google search network.

 

19. Amy, a new account manager at Bob’s agency, will be working with three specific account underneath a My Client Center (MCC) account which is the best way for bob to limit her access to only those accounts ?

A-Create a new MCC account linked to the original MCC account, and then move the three accounts into that MCC.Grant amy access to that sub-MCC only.

 

20.It is beneficial to create multiple ad group in order to.

A- break up keywords and ads into related themes.

 

21. A My Client Center (MCC) account manager wants to grant Standard Access to a linked client. Before making this change, the account manager should consider that standard Access users can.

A- see average cost-per-click (CPC) costs.

 

22. How often does the Adwords system run an auction to decide which ads to show on the Google search page?

A-Every time a user enters a search query.

 

23. An advertiser wants to allocate additional budget to advertising a new product line. In order to accomplish this goal, the advertiser should create.

A- an ad group specific to the product line with a higher daily budget.

 

24. Jim’s restaurant is launching a new campaign and would like greater exposure on mobile devices to attract users on the go. How can this be done?

A- Enable a bid adjustment to bid more aggressively on mobile devices.

 

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

A- determine if campaigns are meeting overall marketing and conversion goals.

 

26. The maximum cost-per-click (CPC) bid is the.

A- most an advertiser is willing to pay for each click on an ad.

 

27.If an advertiser improves the Quality Score of a keyword, this keyword may.

A- Give the ad a higher average position.

 

28. If your ad serving option is set to “optimize” and there are multiple variations of your text ads within the same ad group. AdWords will.

A- automatically try to show the best performing ad more often.

 

29. which is a best practice for creating effective ad text?

A- Include prices, promotions, and exclusives.

 

30.which is a best practice for creating effective ad text ?

A.Include prices, promotions, and exclusives.

 

31. An advertiser creates a new ad group in a campaign that is set to run on all relevant sites across the Google Display Network. If both keywords and placement are added to the ad group, they would work together to.

A- restrict the ads to specific sites and show them only when the content of a that site’s page is relevant to the keywords.

 

32. which formula dose Google use to rank keyword targeted ads on Google search?

A- Maximum cost-per-click (CPC) bid * Quality score.

 

33.If the cost-per-thousand impressions (CPM) option is not available for a campaign, the most likely reason is that the campaign.

A- is only opted into Google search and the Search Network.

 

34.Your ad is live on Google search, and you want to continue to check it over time to see if it is still running. why is it advised that you use the ad preview and diagnosis tool, instead of doing searching to find your ad on Google.com?

A- By performing searches that trigger your ad, you’ll rack up impressions without clicks, which can lower your clickthrough rate and prevent your ad from appearing as often as it should.

 

35. with social extension, how are +1′s calculated for your ad and Google+ page?

A- only +1′s from your Google+ page are showing in the count that is visible on your ad.

 

36. what is the impact of poor landing page quality on an ad group?

A- The keywords in the ad group will have a lower Quality Score.

 

37. Suppose you’ve created an ad group to advertise gourmet chocolate, and it includes keywords like “dark chocolate” and “gourmet chocolate bars.” If you opted this particular campaign into the Google Display Network, what type of targeting would automatically be used to determine where your ads might show?

A- Topic targeting would be used to traget all pages about chocolate, regardless of whether your exact keywords appear on the page.

 

38.when resetting a password in AdWords, what should a user keep in mind?

A- The new password is now required to access all other Google products with the affected google account log-in.

 

39.with the smart pricing feature in Display, if our data shows that a click from a google Display Network page is less likely to turn into an actionable business result- such as an online sale, registration, phone call or newsletter sign-up-we may.

A- automatically reduce your cost-per-click bids on the Google Display Network.

 

40. On the Display Network, all keywords are considered broad match only. this means that you don’t need to.

A- include plural, misspellings, and other variants of your keywords.

 

41.A bilingual user searches Google.com (the google U.S. domain) and has set Spanish as the preferred Google interface language.In order to target this particular user, which campaign language setting should an advertiser use?

A- Spanish.

 

42.which budget delivery option is most appropriate for an advertiser who want AdWords to distribute ads evenly throughout the day?

A- Standard.

 

43. which can be controlled at the ad-group level of an AdWords account?

A- placements.

 

44.what should an advertiser use to organize ad group?

A- Common themes.

 

45. Adding placements to an ad group.

A- does not affect the Quality Score for search.

 

46.According to ad policies, what types of words, phrases, or characters can not be include in an AdWords text ad?

A- Ads can’t use call-to-action phrases such as “click here”, or “See this site”

 

47.An advertiser is focused primarily on direct response, as opposed to branding. the advertiser should delete keywords from a search campaign if the keywords.

A- generate many impressions and very few conversions.

 

48. the main goal of automatic cost-per-click (CPC) bidding is to:

A- generate as many clicks as possible within an advertiser’s target budget.

 

49.A benefit of My Client Center (MCC) is the.

A- dashboard that provides summaries of statics for all client accounts.

 

50.what is a benefit of online advertising with Google AdWords?

A- Ads are displayed to users who are searching for a particular product or service.

 

51. what type of bidding method is used to manage image ads on the Google Display Network?

A- CPM and/or CPC.

 

52. Display inventory on the Google Display Network can come from AdSense or.

A- The Double click Ad Exchange.

 

53. what happens as a result of a search campaign consistently meeting its daily budget/

A- missed potential ad impressions.

 

54. In order for cost-per-click (CPC) ads and cost- per -thousand impressions (CPM) ads to compete with each other in the same auction on the Google Display Network, the AdWords system converts the CPC ad’s bid to.

A- a CPM.

 

55.which method would be recommended for an advertiser who is trying to increase the Quality score of a low- performing keyword?

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

 

56.You’re managing a campaign where budget is unlimited as long as ROI is positive, but something still limits how much you’re able to effectively invest. what is it ? choose the most closely related answer.

A- The value of traffic available for the keywords you’re targeting.

 

57. when setting up an Adwords account, choose your currency and permanent time zone carefully because.

A- these cannot be changed once you’ve set up your account.

 

58. you are focused on reaching viewers with video content, and are looking to play only when a user views your ad (CPV model) which form of AdWords video advertising would be most appropriate?

A- True View video formats.

 

59. An advertiser creates a new search campaign with the goal of driving traffic to a new website. the advertiser wants to spend very little time setting and managing individual keywords bids. which is the best bidding option for this advertiser?

A- Automatic cost-per- click (CPC).

 

60. A lower CPA does not necessarily indicate higher profit. why?

A- A lower CPA may also have lower sales volume, reducing overall profit.

 

61. An advertise wants to increase clickthrough rate (CTR). which would help to eliminate irrelevant impressions?

A- Add negative keywords to the ad group.

 

62. which is a benefit of manager defined spend (MDS)?

A- Control over managed account budgets for My Client Center (MCC) account users.

 

63. what best describes Enhanced cost-per-click (ECPC)?

A- ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion.

 

64.you’ve been targeting the United States in your scuba diving equipment ad campaign, but you you know that much of the scuba equipment that is sold is to customers in Hawaii. what would be the most efficient way to optimize your campaign and measure the impact of an optimization?

A- you create a separate targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget.

 

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

A- the clickthrough rate (CTR) of their ads.

 

66. why should you avoid adding duplicate keywords across ad group?

A-identical keywords compete against each other, and the better-performing keyword triggers your ad.

 

67. Advertisers on google search accrue cost in AdWords when.

A- users click on their ads.

 

68. your text ad includes the phrase “your friends has a crush on you, see more”. why could your ad be disapproved according to AdWords policies?

A- Ads can not simulate email inbox notification or fake “friend / crush” requests.

 

69. Location extensions can:

A- help nearby consumers find or call your nearest storefront.

 

70. How do managed placements on the Display Network?

A- Advertisers manually select the desired sites on which their ads may appear.

 

71. If you’ve set a maximum CPC bid of $1 fo your ads, and if the next most competitive bid is only $0.50 for the same ad position, what is the maximum CPC you would need to pay to show your ad- assuming your ad is similar in the other aspects?

A- $0.51

 

72. Christiana 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 Christiana?

A- Cost-per-click (CPC)

 

73. Ad groups should be used to:

A- organize your ads by a common theme, such as the types of products or services you want to advertise.

 

74. Higher Quality Scores typically lead to:

A- lower costs and better ad positions

 

75. The opportunities tab with AdWords can be used to:

A- Find keyword, bid, and budget ideas that can help improve your campaign performance

 

76. Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

A- Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive.

 

77. An advertiser adds negative keywords to an ad group within a search campaign. This means that the ad will not show if negative keywords:

A- appear in a user’s search query.

 

78. A My Client Center (MCC) account functions primarily as:

A- an umbrella account that allows for access to individual accounts with a single log-in.

 

79. By adding managed placements to a Display Network campaign- you can show your ad:

A- on specific webpages, online videos, RSS Feeds, and Mobile Sites and Apps that you select.

 

80. You can use the Contextual Targeting Tool to:

A- see potential webpages where your ad can appear based on your keyword.

 

81. When a campaign is showing as “Pending” within Adwords, it is:

A- Inactive but scheduled to begin at a future date.

 

82. Quality score on Google search is evaluated:

A- every time someone does a search that triggers your ad.

 

83. An online retail company is based in the United States but ships to customers all over the world. If this company wants to serve Spanish language ads to Spanish-speaking users, which targeting option should be refined?

A- Language Targeting

 

84. To determine which ad language to target to a user, the AdWords system refers to that users:

A- Google interface language setting

 

85. Someone using the Google Russian search domain (Google.ru) changes the language to English on the “preferences” page. This user may see ads targeted to:

A- English speakers in Russia

 

86. Which is a benefit of search advertising with Google Adwords?

A- Ability to pay for specific placement in top ad positions.

 

87. An advertiser who decides to edit the location targeting of an ad can do this at the:

A- campaign level

 

88. If your campaign is opted in to show ads on the Google Display network, and your Display Network ads have a lower CTR than your existing search ads- how will this impact the quality score of your search campaign?

A- Your ad performance on the Display Network does not affect your rank on search ads, so a lower CTR on the Display Network doesn’t affect the Quality Score of your ads for search

 

89. When optimizing your campaign, you can get ideas for negative keyword and placement exclusion list through which AdWords tool?

A- Placement performance report

 

90. Which AdWords settings are specified at the account level?

A- A unique email address, a password, and billing information