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Google Search Advertising Exam

How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts?
Select the “Details” drop-down menu on the Keywords tab
To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:
segment the campaign’s data by network and evaluate its performance on search partner sites
If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:
run an app install ad
You’re working on the bidding strategy for a Search Network campaign. If the cost-per-conversion for mobile is lower than for desktop, how might you optimize the bidding strategy to increase the number of conversions?
increase the mobile bid adjustment for this campaign
The automated “Maximize clicks” bid strategy attempts to get advertisers the most:
clicks for their daily budget
Hannah is having a sale. In her ads, she wants to include the amount of time left in the sale. What’s the best way to do this?
Use the “Countdown” function
Which lets you change keywords, campaigns, ads, ad groups and product groups?
bulk edits
You’re tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which results is most likely?
Receive fewer conversions while paying more on average per conversion
You have a budget of US$75 per day for your client’s Search campaign, and you’d like to set a maximum cost-per-click (max. CPC) bid of US$1. How can you validate that this is the right bid amount for getting the most clicks?
Use bid simultors to see CPC estimates
You have a maximum cost-per-click (max. CPC) bid of US$2 for a keyword. To determine the prospective impact of raising this bid to US$3, you could use:
bid simulator
On which tab can advertisers see credits for invalid clicks within their AdWords accounts?
Which is a best practice for writing an effective text ad?
Write several ads and see which one performs the best
In order to achieve the best performance possible from text ads, which is a best practice that should be followed?
Use account statistics and reports to monitor ad performance
An advertiser enables target cost-per-acquisition (CPA) bidding and notices that conversions decrease. What might cause this?
target CPA bid was lower than the recommended amount
You’re the account manager for a client who wants to increase reservations at her boutique hotel. You’ve been manually managing bids for her campaigns, and you’re looking for ways to save time and optimize. How can you most effectively do this?
Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
You can use target cost-per-acquisition (CPA) bidding to help:
get as many conversions as possible within your budget
Maria would like to target people who’ve already browsed her online clothing boutique by offering them a 10% discount on their first purchase. What tool should she use to reach these people on th Search Network?
Remarketing lists for search ads
Chanara, a senior account manager at a large digital agency, like having an AdWords manager account. What can she do with a manager account that she can’t do with an individual account?
Use a single sign-in for all accounts
The strategic use of different marketing channels affects:
online purchase decisions
Which statement is true?
Call-only ads only let people call the business
The format of a Shopping ad is different from that of a standard text ad in that it includes:
a product image, title and price
Which information does the Conversion Optimizer need in order to find the optimal cost-per-click (CPC) bid for an ad each time the ad is eligible to appear?
Historical conversion data
If you choose a target cost-per-acquisition (CPA) of US$15, AdWords will automatically adjust your bids to try to get as many conversions at what amount, on average?
Each of these are benefits you’d expect from Shopping ads except:
free listings
Small-business owner Marcos set up his AdWords campaign by thinking of “obvious” keywords off of the top of hid head. What’s one way he might improve them?
See the suggestions on the Opportunities tab
A client wants to get more clicks on his ad and also raise his Quality Score. Which of these actions may get him more clicks but won’t raise his Quality Score?
Using the Shopping ad format
Keyword Planner can do all of these things except:
provide Quality Score estimates and validate keywords
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:
best Quality Score
A high Quality Score can:
improve an ad’s position
You sell chocolate and want to tailor your text ads so they more directly match people’s search terms, like “dark chocolate.” You use keyword insertion code “We sell {Keyword:Chocolate}”. Your headline could look like this:
We sell Dark Chocolate
An advertiser makes edits to an ad and notices that it’s position is then lower than that of the previous version. What’s the most likely cause?
he edited ad is less relevant to the keywords in the ad group
Each of the following are benefits you would expect from Product Listing Ads except:
Automatically produced video commercials
The AdWords Application Programming Interface (API) allows develoepers to use application that:
interact directly with the AdWords server
can appear throughout the Google Search Network
What are Sitelinks?
Links to more pages of your site that appear beneath the text of your Search ads
An advertiser can apply mobile bid adjustments at which of the following levels?
Campaign level
AdWords Editor allows users to:
access multiple accounts offline
To optimize a client’s campaign to get the most out of her mobile advertising, you can:
set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data
Adwords Editor lets users do all of these things except:
simultaneously make edits to multiple accounts online
How might you explain to an account manager why she should identify how much a conversion costs when setting up conversion tracking for a client’s Search Network campaign?
Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets
Why would the data for a Search Network campaign show conversions but no view-through conversions?
A view-through conversion is counted when someone sees an image or rich media ad on the Display Network but doesn’t click, and later converts on the site
The keyword insertion code in an ad’s headline is “Buy {Keyword:Books” The ad appears when someone searches on “flower books” and the query matches a broad match keyword, “gardening books.” How would the headline read?
Buy gardening books
You have an online electronics business and you’ve set up an ad group for digital cameras. What keywords could make this ad group as effective as possible?
General phrases related to photography like “camera lens” and “camera base”
According to Google data, among consumers who conduct a local search on their smartphone, how many then visit a store within a day?
About 50%
“Mobile app engagement” campaigns can be used to:
re-engage people who’ve downloaded an app
Advertisers can provide physical address information about their businesses through Google Places accounts. Ads that include this type of information are eligible to show on:
any networks selected in the campaign settings
One factor the AdWords system uses to calculate an ads actual cost-per-click (CPC) is the:
maximum cost-per-click (CPC) of the ad showing one position lower on the page
Sean clicks on an ad promoting a sale on sneaker after searching for shoes, which has several pop-ups. What should the advertiser do to improve Sean’s experience?
Remove the pop-ups
What is the definition of actual cost-per-click (CPC)?
The CPC an advertiser was charged minus credits for overshot daily budget
An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?
The Quality Score for the account was reset after the ad was edited
You are running a Search campaign for an accounting software provider that wants to estimate lifetime customer value as a primary benchmark for performance. They charge $10/mo for Basic service and $20/mo for Pro. Which formula best describes their average lifetime customer value across all service offerings?
($10)*(% Basic customers)*(Basic average lifetime in months) + ($20)*(% Pro customers)*(Pro average lifetime in months)
An advertiser has several keywords set to broad match and would like to see the actual search queries that triggered his ads. This information can be found in the:
“Details” drop-down menu on the Keywords tab.
An advertiser wants to increase the position of an ad on Google, but is not willing to raise bids to accomplish this goal. What else should the advertiser do in an attempt to increase Ad Rank?
Make changes to improve the Quality Score of the ads keywords
How might an advertiser compare, over time, two campaign metrics such as “cost per conversion” and “cost”?
Select the two metrics in “Graph options” on the Campaigns tab.
what allows advertisers to automate AdWords reporting and campagin management?
Use of an AdWords Application Programming Interface (API) web service
In an AdWords account, which statistic is viewable for each ad group?
Average cost-per-click (CPC)
Linking your Google+ Page to your AdWords account…
Enables you to show more endorsements for your business from your customers and supporters
You’re using target search page location bidding. You know it’s working because you see your ad:
on the first page of Google search results or in the top positions
Which is the quickest way to add a long list of locations to target in an AdWords campaign?
Select “Bulk locations” in the advanced section of a campaigns location settings
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:
Internet Service Providers (ISPs) who assign the same IP address to multiple users
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?
Link to the webpage that is relevant to the ad and remove the pop-ups
You have a food truck and want to reach people who are nearby on their mobile phones. Your maximum cost-per-click (max. CPC) bid is US$1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?
You manage the campaigns for a baby stroller manufacturer that sells its products online and through large retailers. To calculate the total profits from these campaigns, you should:
estimate revenue based on online sales, factor out gross margins, and subtract AdWords costs
Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?
“Design Your Own T-shirt”
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?
Unlimited budget on all platforms where ROI is positive. Find a different CPA for each platform which maximizes profit based on costs, sales volume, & contribution to overall marketing campaign.
You can add a ‘+’ modifier in front of broad match keywords to…
specify that certain words must be included in someones search term to trigger your ads
Exact Match Impression Share metrics:
calculate impression share as if all keywords were set to exact match
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
several colors of spring dresses
An advertiser enabled Conversion Optimizer and noticed a decrease in the number of conversions. What could have caused this decrase to occur?
The cost-per-click (CPC) bid was lower than the recommended amount
An advertiser who uses ad scheduling has a custom bid adjustment for 9 p.m. to 12 a.m. on weeknights. The normal bis is US$0.40 and the bid multiplier is -25%. How much is the advertiser bidding for that time period?
In a Reach and Frequency report, “Frequency” is defined as the:
average number of times a user is exposed to an ad
the average number of times a unique user sees an ad over a given time period
Reviewing “Search Terms” data on the Keywords tab will help advertisers to identify
new keywords ideas for a campaign
Dynamic search ads would be most helpful for…
A local restaurant with a dynamically changing menu that offers fresh new entrees every few months
Janes e-commerce site sells a wide variety of bicycle equipment. She wants to estimate her profit-per-conversion for each ad group to get a sense of which ad groups are immediately profitable in the short term. Which formula best estimates Janes profit-per-conversion before advertising expenses?
(Avg Revenue per Order) * (Profit Margin)
Which is the next stage of detection in an AdWords accont, if Googles automatic filtering system does not successfully remove all potentially invalid clicks?
Proactive offline analysis by the Google Ad Traffic Quality Team
You might analyze exact match impression share data to get an idea of:
the percentage of eligible impressions you received for searches that exactly matched your keywords
If the query “Seattle plumbers” is entered into Google, Google will use the location term that is part of the query to show ads:
targeted to Seattle, regardless of the users location as long as they are in the US
Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?
Confirmation page after a purchase
The keyword insertion code in an ads headline reads: “Buy {KeyWord:Books}.” The related ad appeared when a user searched “flower books” and the query expanded to a broad-matched keyword in the account, “gardening books.” In this example, how would the ads headline be displayed?
Buy flower books
If multiple individuals make changes to one AdWords account, upon opening the account in AdWords Editor, they should
click “get recent changes” in the tool bar (download recent changes)
AdWords Campaign Experiments allow you to…
Test changes to your account for a portion of the auctions that your ads participates in
Business listings in Google Places can be:
location extensions in AdWords
An ad group contains the phrase-matched keyword “underwater camera.” Which search query may trigger an ad in this ad group to display?
underwater camera case
Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did she choose this option?
Her ads generate 95% of her business on Fridays, so she’d like to show them more on that day
An advertiser targeting only France determines that clicks have been received from users in Switerzland. Why might clicks outside of the target location occur?
Users in Switzerland are searching on Googles French domain
Drew is selling math textbooks and using cost-per-click (CPC) bidding for his campaign. What’s the final cost each time his ad is clicked?
The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction
If an advertiser has the same keyword in 2 different ad groups, the one to win a given auction will have the:
highest ad rank
You want to see how raising your client’s target cost-per-acquisition (CPA) might affect his ad performance. Which tool could help?
Target CPA Simulator
Daley is managing multiple AdWords accounts for a grocery store chain and using conversion tracking. What might make her daily AdWords tasks simpler?
Using 1 conversion code snippet with cross-account conversion tracking
A successful AdWords text ad
ties the call-to-action to the landing page
Your average bid id US$10 and you’ve enabled enhanced cost-per-click bidding (ECPC). Assuming you haven’t set any bid adjustments. ECPC can raise your bid to which amount when AdWords sees an auction that’s more likely to lead to a sale?
To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:
addressing consumers’ needs
Which option can you use to capture potential business later in the day, even on a limited budget?
ad delivery
Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?
Lots of his site visitors are signing up for his baseball trivia newsletter
The majority of consumers want ads customized to their:
interests and hobbies
Your client sells gardening supplies online. You suggest she use sitelinks because they can:
take people to subpages on her site about gloves, tools and fertilizer
Nick sells 5 flavors of gourmet popcorn. Why is he bundling ads for his best-selling flavor, “Sweet & spicy coconut,” with related keywords like “coconut snacks” in a single ad group?
To show ads promoting “Sweet & spicy coconut” to people searching for that flavor
According to Google data, 70% of mobile searchers who’ve recently made a purchase have:
clicked to call a business from the search results page
Yoon, who sells designer jeans, has a mobile app to help women determine what leg style looks best on their body type. What could she do to bring in more prospective customers?
Add a mobile-app extension to her ad
Jonathon, who has a Bay Area sailing excursion business, notices that his text ads show below a competitor’s in search results when people enter keywords like “sailing excursions on San Francisco Bay.” Which automated bid strategy could help him attain the top position?
Target outranking share
You own a bed and breakfast in southern France and want to target English speaking tourists looking for accommodations after they’ve arrived in France. What language and location should you target?
English; southern France
True or False: Adding an extension to a text ad improves an advertiser’s Quality Score.
an advertiser in France determines that clicks have been received from people in Switzerland. Why might this happen?
Swiss people are searching French keywords like “hotels in Paris”
You are gaining a reputation as a true wizard of AdWords and just won a multi-million dollar client to consult on bidding strategy. Your new client asks you to set bids that maximize profit, focus on the top 3 positions, and minimize CPA. How can you most effectively meet their goals?
Explain that all three objectives contradict each other and the tradeoffs at risk. Understand the clients priorities and adopt a bidding strategy with minimal contradictions.
In a Reach and Frequency report, “Reach” is defined as the:
number of unique users exposed to an ad
an estimate of the number of users exposed within a selected location target, based on unique cookies
At which level of an AdWords account can an advertiser make changes to network and location targeting settings
Information an advertiser would find in the Change History tool would be
adjustments made to the daily budget
An advertiser implements Conversion Optimizer and notices campaigns are receiving fewer conversions than before the tool was implemented. Which action should the advertiser take to increase the number of conversions received?
Increase the maximum cost-per-acquisition (CPA) bid
An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversions. What could help increase the number of conversions?
increase the target CPA bid
The purpose of a developer or authentication token is to track:
Application Programming Interface (API) usage
Intergalactic Teleportation Inc uses AdWords to generate leads for their sales team. Leads are tracked by Conversion Tracking via a Contact Sales form. The sales team converts 10% of leads into deals. For each deal an additional 15% of business is gained from word-of-mouth. Which formula best describes value-per-conversion?
(Averaage deal value) * (10%) * (115%)
You are CEO of a small e-commerce shop and your team is debating AdWords performance metrics to maximize profit. Budget is unlimited as long as ROI is positive. Whose recommendations most effectively position you for maximum profit?
“Lets start by verifying our campaign is profitable, then test different CPA tarets to find which maximizes total profit.”
You have a friend starting her first AdWords campaign. What would you suggest about how to choose keywords?
Set a theme for each ad group and choose related keywords
An advertiser selling anti-bacterial toothbrushes wants to invest in their brand with a set marketing budget. They want another campaign that maximizes profit as long as ROI is positive. Which account structure acheives both goals?
Allocate the set marketing budget across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved.
An advertiser runs a report at the Campaign level and includes invalid clicks statistics. The report indicates that 20% of clicks received during the selected time period were invalid. This means that the invalid clicks were:
filtered out of the account before they accrued cost
Which AdWords feature is compatible with Conversion Optimizer
Enhanced CPC
An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?
AdWords editor
How does the Conversion Optimizer use an advertisers cost-per-acquisition (CPA) bid to determine the optimal equivalent cost-per-click (CPC) bid for each auction?
The CPA bid is multiplied by the predicted conversion rate
What determines a keywords clickthrough rate (CTR)? (equation)
Number of clicks divided by the number of impressions
You own a pizzeria in downtown Chicago. With call extensions, a customer who searches for pizza on her mobile phone can see your ad along with your phone number and make the call with one click. How is that priced?
The cost is the same as a standard click on the ad
A user conducts a search on the term “laptop computers” and clicks on an ad. Which landing page would be the most relevant to that user?
A category page containing a variety of laptop computers
An advertiser who sells laptop computers only wants to reach consumers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:
negative keywords such as -review or -comparison
Often, the “last click” before a conversion gets all the credit. But there are often assist clicks and assist impressions that help guide your customers to conversion. Which built-in AdWords report can show you this performance data?
Search Funnels
A new coffeehouse downtown would like to run an “afternoon espresso” promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?
Ad Scheduling
Which feature distinguishes location extensions from regional and customized campaign targeting?
Customized campaign targeting is required in order to enable location extensions
An advertiser notices that clicks have suddenly increased and is concerned that they might be due to invalid activity. What is the first thing the advertiser should do to investigate this situation?
Look at click patterns over time and rule out legitimate reasons for increased activity
One reason for using Conversion Optimizer is to:
avoid unprofitable clicks
How should advertisers use their websites to help them structure their accounts?
Organize ad groups and campaigns to reflect the layout of the website
Which is the most appropriate action to take when a keyword is below the “first page bid estimate” listed in the Status column of the Keywords tab?
Consider increasing the bid or editing the keyword to improve Quality Score
Megan enabled Conversion Optimizer in all six of her campaigns. How can she tell if Conversion Optimizer is improving campaign performance
Compare average CPA and conversion rate before and after using Conversion Optimizer
What can you learn from attribution reports?
The series of steps customers take after completing a conversion, including information on ads, clicks and elements of a campaign
Jose has a limited AdWords budget and his ads aren’t showing as often as he wants. How might he improve results without spending more money on the campaigns limited by budget?
Choose accelerated instead of standard delivery
What can be learned from a Search Funnel?
The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign
To improve the performance of an ad group on the Search Network, advertisers should create ad groups containing:
keywords that are also included in the ad text
The IP Exclusion tool allows advertisers to:
prevent specific IP addresses from seeing their ads
Which are key elements to keep in mind when optimizing a landing page for AdWords
Relevant and original content that clearly represents the business
several links to related websites
Which scenario would record to two conversions (1-per-click)?
A user clicks on an ad and converts. The user performs the search again the following day, clicks on the same ad and converts again
How could an advertiser determine the most profitable keywords within a campaign?
Compare the costs accrued by each keyword with the conversion data for that keyword
Bud would like to test new logic in his application that uses the AdWords Application Programming Interface (API) without modifying his live AdWords campaigns. Which tool would allow him to do this?
AdWords API Sandbox
An advertiser in Canada wants to view ads as they would appear to users in Mexico. Which tool should this advertiser use to accomplish this goal?
Ad Preview and Diagnosis Tool
You want to use Adwords to promote your dog-sitting service. What kind of campaign might you create to reach dog owners, whether they’re searching on Google or surfing a pet-supply website?
Search Network with Display Select
you’re reviewing the campaign of new a client with a child’s daycare who wants to better promote his business to parents on mobile devices. to optimize his ads for mobile, you might create an ad with
the mobile version of the facility’s website as the landing page, with interactive video showing current students and teachers reading together
Obi added a sitelink extension to her text ad and wants it to show as often as possible. What’s the best way to achieve this?
Raise her maximum cost-per-click (max. CPC)
Roxanne’s online estate-jewelry sales are lagging despite running a great text ad. What else might she do to drive sales?
Use the Shopping ad format
A florist is advertising 5 types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on “roses”?
The page showing rose bouquets
Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers and tablets?
Cross-device conversions
Search terms report data shows that people who click on ads promoting your prescription glasses were searching for terms like “wine glasses” and “drinking glasses” Which might you add as negative keywords to prevent your ads from showing on such searches?
“wine” and “drinking”
A client is asking you why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?
He can better understand whether potential customers find his ads appealing
Zoe has a website selling customizable electronic greeting cards. What could be interfering with her getting the most possible conversions?
When people click the ad, they’re taken to the get-well category
You can use the Adwords Application Programming Interface (API) to:
integrate Adwords data with your inventory system
You own a pet-supply store with various category pages on your website, and you’ve set up a tracking template so you can manage tracking and redirect information. Your final URL for the keyword “dog treats” could be something like:
Which approach to bidding is best suited to maximize profit?
Maximize ROI as a percentage
In order to differentiate ads from the ads of competitors, advertisers creating text ads should:
include prices, promotions, and a call-to-action
Which is a best practice for writing an effective text ad?
Capitalize the first letter each word in the headline
If you’re currently using text, display and video ads but also want to more specially control spending on ads that appear when someone searches on Google, which additional campaign type would you choose?
Search Network with Display Select
Data shows that your client’s ad that appears to people in San Francisco gets 120 conversions at a cost of US$1200 and cost-per-acquisition (CPA) of UD$10, while ads showing in Houston get 70 conversions at a cost of US$1400 and CPA of UD$20. If you have a CPA goal of US$12, what bid adjustment would you set for each location?
+20% for San Francisco, -40% for Houston
True or False: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords.
According to Google data, after seeing an ad on their smartphone, more than half of people:
do a mobile search
If your campaign budget is up to $20, how much can actually be spent in one day?
An advertiser attempts to enable target cost-per-acquisition (CPA) bidding but the option isn’t available. The most likely reason is that the advertiser:
has fewer than 15 conversions in the last 30 days
Dustin wants to write a great text ad that will get people’s attention. What should he do to generate the most clicks?
include his keywords in the ad text
You’re reviewing the paid & organic search report for a client who runs a Maui snorkeling tour business and you see that her business and you see that her business appears only in organic search for queries such as “boat snorkeling tour” and “beachside snorkeling tour.” You can use this information to:
lower her budget for campaigns containing these keywords
An advertiser wants to improve the position of their ads without raising their bid. What else can increase Ad Rank?
make changes to improve components of the Quality Score
With call extensions, a customer who searches for Thai food on her mobile phone can see an ad for a Thai restaurant, along with a phone number and make the call with one click. How is that priced?
The same as when someone clicks on an ad
Automatic cost-per-click (CPC) bidding attempts to get advertisers the most:
clicks for their daily budget
Your client’s product costs UD$50 to produce, and it sells for US$150. She’s sold 10 units and spent US$700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?
US$1500 (revenue) / US$1200 (cost + AdWords spend)
A new client want to promote his 3 indian restaurants, in different areas of London, to people searching for places to eat. How might you organize his account?
Create 1 campaign with an ad group for each restaurant location
Which of these statements is true?
Location extensions appear when someone who’s physically near the business searches on relevant terms
True or Flase: Shopping ads use Merchant Center product data to decide how and where to show ads:
An advertiser that uses ad scheduling has a custom bid adjustment for 9pm – 12am on weeknights. The normal bid is USD$0.40 and the bid multiplier is 75%. How much is the advertiser bidding between 9pm-12am on weeknights?
Sarah manages 2 AdWords accounts for a client. Which tool would she use to search and replace a group of keywords across several ad groups?
AdWords Editor
If you want to target ads to only people who speak Spanish, you can:
write your ad and keywords in English and target the Spanish language
You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which results is most likely?
Receive fewer conversions while paying more on average per conversion
An advertiser who is selling computer monitors is writing new ad text for an existing ad group. Which line of ad text is written according to Google AdWords advertising policies?
20-70% off LCD monitors
An advertiser notices that the clickthrough rate (CTR) in one ad group has significantly decreased throughout the past few weeks. What could this advertiser do in an attempt to increase CTR and maintain relevant website traffic?
Use keyword matching options to help remove irrelevant searches
Which is a benefit of using AdWords editor?
Multiple users can make offline changes to Account Preferences
how would you determine the click through rate of a client’s ads?
divide the number of clicks by the number of impressions
ssuming default cookie expiration timing, a conversion (1-per-click) is recorded when:
a single conversion is made within 30 days following an AdWords ad click
Which is a recommended action for new mobile preferred ad creative?
Use a mobile-optimized landing page
Which can be specified at the campaign level?
Network distribution
It is important to identify specific goals for an AdWords campaign, so that the advertiser can then:
make strategic changes to the account to improve performance
What is a benefit of using the AdWords Application Programming Interface (API)?
Advertisers can make dynamic changes to their AdWords accounts at scale
In an AdWords account managed by multiple users, one user noticed a surprising jump in impressions. Where should this user look for details on what might have created the impression increase?
Change History
Jane uses AdWords to promote her online shoe sore and her conversion rate has remained constant over the last year. While checking her web server logs for December, she notices she sometimes gets two clicks from the same IP address within a few minutes. The most likely cause of this is:
users who are comparison shopping for shoes
Given four Search campaigns that run out of daily budget, three can likely benefit from bidding or budget changes. Which is most likely configured effectively as is?
Profitable campaign, missing additional profitable conversions when budget limits exposure
How would you explain the importance of ad impressions to a client who’s concerned that her Search Network campaign is generating impressions but no clicks?
They can give her an idea of how often her ad is shown to potential customers
Which is a benefit of linking Google Places account to an AdWords campaign?
Adding or updating addresses in Google Places automatically updates validated addresses used for ads
An advertiser’s ad is not appearing in the Ad Preview and Diagnosis Tool when exact keywords are queried. Which action would help the advertiser to determine why the ad is not showing?
Run a keyword diagnosis for the keyword in question
What kind of click volume increase is likely to be immediately filtered from an AdWords campaign
automated clicks
Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank
CPC bid is one factor that affects Ad Rank
A florist is advertising five types of flowers, including red roses. When a user types the phrase “red roses” into Google, the advertiser’s ad is displayed and clicked on. Which landing page is more likely to convert to a sale?
The page on the site that displays only roses
Which is a benefit linking a Google My Business account to an AdWords campaign?
Adding or updating addresses in Google My Business automatically updates validated addresses used for ads
Local Google+ pages created on Google My Business can be:
location extensions in AdWords
How does Conversion Optimizer determine the optimal cost-per-click (CPC) bid?
It uses your conversion history to bid higher when a conversion is more likely
An advertiser gets more conversions from ads that appear to people in Paris. What should this advertiser do to try and increase the number of conversions?
Set a location bid adjustment
The owners of a coffeehouse downtown would like to run an “afternoon espresso” promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?
custom ad scheduling
Which report and metric should you analyze to see how often your client’s ads are showing above search results in comparison with other advertisers?
Top of page rate metric from the Auction insights report
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