2018 AdWords Fundamentals Exam February 2018

2018 AdWords Fundamentals Exam February 2018

 

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

Multiplying keyword lists together

2). An Advertiser wants to increase the Quality Score of a low-performing keyword which approach would you recommend?

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

3). How do cost-per-click (CPC) ads compete with cost-per-thousand Impressions (CPM) ads on the Display Network?

CPM bids are effectively converted to CPC bids 

4). 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?

Placements

5). Your client wants to show ads to people who’ve visited her website before. Which AdWords feature would you recommend she use?

Remarketing

6). Your client wants to improve her ad position. What would you recommend?

Improve the ad quality and increase bid amount

7). Conversion tracking helps you improve the return on investment (ROI) from your online advertising because it:

Shows you which ads lead to customer actions that have value for your business

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

Ad text matches that webpage’s content

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

Clickthrough rate (CTR)

10). When reviewing your client’s Search Network campaign, you notice that an ad in one of the ad groups has a lower average position. Which automated bid strategy should you use to help improve the position of these ads?

Target search page location

11). In order to appeal to customer on mobile devices, it’s important to:

Send users to a mobile-friendly landing page

12). A standard AdWords text ad is made up of:

Headline text, a display URL, and description text

13). Which is a benefit of advertising online with Google Adwords?

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

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

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

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

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

16). All other things being equal, if you’ve set a maximum cost-per-click (max.CPC) bid of USD $1 for your ads and if the next most competitive bid is USD $0.50 for the same ad position, what is the actual amount you’d pay for that click?

$0.51

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

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

18). Which client would you advise to advertise on the Search Network?

Bill, who wants to reach people looking for plumbing services

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

Extensions ensure a higher click-through-rate (CTR) because they make your ad more prominent

20). 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?

Segment his campaign statistics by device

21). You would choose to advertise on the Display Network if you wanted to:

Show ads on websites related to your business

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

Missed potential ad impressions

23). 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?

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

24). If you’d like your ads to show on certain sites across the internet, you can add these websites as:

Placements

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

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

26). Which is a benefit of advertising online?

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

27). What does “converted clicks” measure?

The total number of clicks within your chosen conversion window  

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

Create new ad groups with related keywords grouped together

29). Which ad extension would you use for an advertiser who has a chain of local restaurants?

location extensions

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

Determine if campaigns are meeting overall marketing and conversion goals

31). Negative keywords can help advertisers better target their ads by:

Reducing the number of irrelevant clicks 

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

Mobile bid adjustments

33). Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network Campaign?

Add new relevant keywords and remove keywords with low click-through-rate (CTR)

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

A page with information on instrument rentals and a contact form

35). Higher Quality Scores typically result in:

Lower costs and better ad positions

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

Call extensions

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

The profit derived from a paid click

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

Create ads that are relevant to all keywords

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

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

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

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

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

Creating high-quality ads and landing pages

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

“Search Network with Display Select – All Features”

43). You can use Display Planner to:

See ways to reach your target audience based on your keywords ,websites, or interest categories

44). You can use Keyword Planner to identify:

The amount of traffic potential keywords might get

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

Show ads on dance websites and YouTube videos

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

The expected impact of extensions and other ad formats

47). Why should you link your client’s AdWords account to Search Console?

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

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

Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data

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

The customer’s Google interface language setting

50). Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

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

51). 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 is:

Based on how much your product is worth

52). 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 call-to-action like, “sign up for a free trial”

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

Include keywords that are related to the websites your customers visit

54). What’s the easiest way to evaluate if one version of your landing page preforms better than the other for the same ad?

Set up an experiment that randomly makes a draft campaign with the new landing page active in the auction

55). Using the paid and 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?

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

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

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

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

Link the clients accounts to your AdWords manager account

58). What’s a benefit of having multiple ads in an ad group?

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

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

Keywords

60). What’s one benefit of creating multiple ad groups?

You can break up keywords and ads into related themes

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

Test different cost-per-click (CPC) bids

62). Which bid strategy should Sara use if her goal is to get more people to call her local catering business?

Cost-per-acquision (CPA)

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

“Search Network only”

64). How would you recommend that William set his budget if he wants to spend US $ 608 per month on his campaign?

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

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

Make sure the landing page is closely related to the ad

66). 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?

Shopping ads

67). 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:

Phrase match keywords

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

Maximize clicks

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

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

70). An advertiser should group their campaigns by:

Type of product or service

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

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

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

Add Affinity audience targeting people interested in green living and beauty

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

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

74). 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)?

Costs to produce her purses and revenue generated from her ads

75). Belinda’s Boutique just started carrying three 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 type is a good fit?

“Display Network only – All Features”

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

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

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

Segment performance statistics by time

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

Sitelink extensions

79). 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:

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

80). 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?

“Search Network only – All Features”

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

Create a campaign targeting Paris and languages other than French

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

Add the terms as negative keywords

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

Conversion rate

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

AdWords can automatically include these variations for you

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

Reach people who are interested in similar products

86). Which client would you advise to use radius targeting?

Denise, whoes service can reach customers within 30 miles

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

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

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

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

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

Ads in that campaign will show less often than they could

90). Google analytics can help you learn more about the behavior of your client’s customers because it shows you how:

They interact with her website

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

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

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

Impressions

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

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

94). You would choose to advertise on the Search Network if you wanted to:

Reach customers while they are searching for your products or services

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

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

96). 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 achieve the goal?

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

97). 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?

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

98). You can use audience targeting to show your ads to:

Specific groups of people, based on their interests

99). Which of the following items is not a component of Quality Score?

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

100). Each campaign in your AdWords account should have a single:

Business goal