Google Adwords Advance Search Exam Answers with Explanations

Google Adwords Advance Search Exam Answers with Explanations

 

1. Which allows advertisers to automate AdWords reporting and campaign management?

• Execution of repetitive Data Mining Extensions (DMX) queries
• Use of an AdWords Application Programming Interface (API) web service
• Use of Structured Query Language (SQL) server reporting services
• Execution of multiple reporting tasks from multiple computers

Explanation: The Google AdWords API lets developers build applications that interact directly with the Google AdWords server. With these applications, advertisers and third parties can more efficiently and creatively manage their large or complex AdWords accounts and campaigns.

The API is flexible and functional — you can use it to build an application that meets your needs. Using the API, you can:

• Automatically generate keywords, ad text, landing pages, and custom reports.
• Integrate AdWords data with your inventory system to manage campaigns based on stock.  Develop additional tools and applications to help you manage accounts.

URL: https://support.google.com/adwords/answer/2375503?hl=en

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

• a user clicks on an AdWords ad.
• multiple conversions result from a single AdWords ad click.
• a single conversion is made within 30 days following an AdWords ad click.  a user visits a website within 30 days of clicking on an AdWords ad.

Explanation: The number of days after a click during which a conversion will be recorded.

• If you pick 30 days, then conversions that happen within 30 days after a click are tracked.
• A shorter conversion window will reduce the number of conversions your account records.
• Adjust the conversion window for any conversion by signing into your AdWords account, clicking the Tools tab, selecting Conversions, and then clicking on the “Conversion window” column. It can also be changed in the settings for a given conversion.

URL: https://support.google.com/partners/answer/3046555?hl=en

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

• AdWords applications.
• Application Programming Interface (API) access by application.
• AdWords usage.
• Application Programming Interface (API) usage.

Explanation: Once you’ve registered as a developer, you can access the AdWords API Center to manage your token and budget settings. Your developer token is a unique combination of letters, numbers, and characters that identifies your AdWords API activity. It’s your key to talking to the AdWords server and your clients’ AdWords accounts.

URL: https://support.google.com/adwords/answer/2375503?hl=en

4. The IP Exclusion tool allows advertisers to:

• Obtain IP addresses for valuable website visitors.
• Determine which IP addresses have seen ads.
• Discover IP addresses of competitors.
• Prevent specific IP addresses from seeing their ads.

Explanation: You can exclude Internet Protocol (IP) addresses by campaign so that all ads in that campaigns are blocked from computers and networks associated with those addresses. IP addresses can appear in different versions, so make sure you use all versions of the IP address you’d like to exclude

URL: https://support.google.com/adwords/answer/2456098?hl=en

5. Exact Match Impression Share metrics:

• are only available at the account level.
• summarize impression share statistics for all keywords currently set to exact match.
• calculate impression share as if all keywords were set to exact match.  are available for both Search and Display Network campaigns.

Explanation: Exact match impression share is the percentage of impressions that your campaign received for searches that exactly matched your keyword, divided by the estimated number of exact match impressions you were eligible to receive.

URL: https://support.google.com/adwords/answer/2497703?hl=en

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

• camera for use underwater
• underwater camera case
• affordable underwater digital camera  water-proof camera

Explanation: A keyword setting that allows your ad to show only when someone’s search includes the exact phrase of your keyword, or close variations of the exact phrase of your keyword, with additional words before or after.

URL: https://support.google.com/adwords/answer/2407784?hl=en

 

7. 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 both laptop and desktop computers
• A product page for a desktop computer
• An electronic store’s homepage
• A category page containing a variety of laptop computers

Explanation: Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience by:

• providing relevant, useful, and original content,
• promoting transparency and fostering trustworthiness on your site (for example, by explaining your products or services before asking visitors to fill out forms sharing their own information),
• making it easy for customers to navigate your site (including on mobile sites), and  encouraging customers to spend time on your site (for example, by making sure your page loads quickly so people who click your ad don’t give up and leave your site prematurely).

URL: https://support.google.com/adwords/answer/2404197?hl=en

8. 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?

• Billing Summary
• Change History
• Keyword Tool
• Campaign Settings

Explanation: The My Change History tool shows each change within a timeline, mapped to your account data (like impressions, clicks, conversions, clickthrough rate, and cost). Compare your changes with the timeline of performance data to help know which changes may have contributed to changes in your performance.

URL: https://support.google.com/partners/answer/19888?hl=en

9. One reason for using Conversion Optimizer is to:  Avoid unprofitable clicks.

• Generate more clicks than manual bidding would generate
• Dynamically manage ad position
• Maximize ad exposure

Explanation: Conversion Optimizer works best for advertisers whose goals are mostly conversion and direct-response oriented.

URL: https://support.google.com/partners/answer/2769753?hl=en

10. 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 homepage that displays all five types of flowers
• The page on the site where users can register as “frequent shoppers”
• The page on the site that displays only roses
• The “Contact Us” page of the site

Explanation: Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience by:

• providing relevant, useful, and original content,
• promoting transparency and fostering trustworthiness on your site (for example, by explaining your products or services before asking visitors to fill out forms sharing their own information),
• making it easy for customers to navigate your site (including on mobile sites), and  encouraging customers to spend time on your site (for example, by making sure your page loads quickly so people who click your ad don’t give up and leave your site prematurely).

URL: https://support.google.com/adwords/answer/2404197?hl=en

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

• Manual bid changes
• Historical conversion data
• Forecast data
• Test conversions

Explanation: Using historical information about your campaign, Conversion Optimizer automatically finds the optimal equivalent CPC bid for your ad each time it’s eligible to appear. You still pay per click, but you no longer need to adjust your bids manually to reach your conversion goals.

URL: https://support.google.com/partners/answer/2471188?hl=en

12. You can add a ‘+’ modifier in front of broad match keywords to…              Overrides negative keywords with an explicit positive keyword.

• Only trigger ads when the Google+ social extension is available.
• Indicate that this keyword should be dynamically inserted into your ad text.  Specify that certain words must be included in someone’s search term to trigger your ads.

Explanation: By adding a modifier, your ads can only show when someone’s search contains those modified terms, or close variations of the modified terms, in any order. The modifier won’t work with phrase match or exact match keywords.

Unlike broad match keywords, modified broad match keywords won’t show your ad for synonyms or related searches. For this reason, it adds an additional level of control. Using broad match modifier is a good choice if you want to increase relevancy even if it means you might get less ad traffic than broad match.

URL: https://support.google.com/partners/answer/2497836?hl=en

13. 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?

• Delete the keyword from all instances in the account.
• Always increase the keyword bid to the “first page bid estimate.”  Change the match-type of the keyword to Exact.
• Consider increasing the bid or editing the keyword to improve Quality Score.

Explanation: The estimate is based on each keyword’s Quality Score and competition from other advertisers. If your first page bid estimate is very high, it may mean that your keyword’s Quality Score is poor and could be improved.

URL: https://support.google.com/adwords/answer/105665?hl=en

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

• Ensure that the pop-ups relate to the user’s search.
• Edit the ad text to promote the sunglasses in addition to the sneakers.
• Link to the webpage that is relevant to the ad and remove the pop-ups.  Provide original content that cannot be found on another site.

Explanation: Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience by:

• providing relevant, useful, and original content,

 

promoting transparency and fostering trustworthiness on your site (for example, by

explaining your products or services before asking visitors to fill out forms sharing their own information),

• making it easy for customers to navigate your site (including on mobile sites), and  encouraging customers to spend time on your site (for example, by making sure your page loads quickly so people who click your ad don’t give up and leave your site prematurely).

URL: https://support.google.com/adwords/answer/2404197?hl=en

15. 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?

• Automatic Bidding
• Ad Scheduling
• Position Preference
• Traffic Estimator

Explanations: Ad Scheduling (also known as “day parting”) lets you tell Google exactly when you want your ads to run, and more importantly, when you do not want them to run. In addition, more advanced users can automatically modify their bids based on time-of-day and day-of-week cycles in campaign performance.

URL: https://support.google.com/partners/answer/2769671?hl=en

16. 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?

• Billing Preferences
• Campaign Settings
• Search Funnels
• AdWords Editor

Explanation: The Search Funnels Attribution Modeling Tool offers five models for assigning value to the keywords, ad groups, and campaigns that lead to conversions.

Most advertisers measure the success of their online advertising on a “last click” basis. This means they give all credit for a conversion to the last-clicked keyword, which is low in the funnel. But the path to a conversion is complex. On that path, customers can interact with many different AdWords ads. Giving the last click full credit for a conversion results in missed opportunities to influence customers higher in the funnel.

By recognizing the value of upper-funnel keywords, you can drive more customers through the funnel and generate more conversions as a result.

URL: https://support.google.com/partners/answer/1722023?hl=en

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

• A catalog of all dresses available on the website.
• Spring dresses, skirts, belts, and shoes.
• A page of the top-selling dresses for all seasons.  Several colors of spring dresses.

Explanation: Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience by:

• providing relevant, useful, and original content,
• promoting transparency and fostering trustworthiness on your site (for example, by explaining your products or services before asking visitors to fill out forms sharing their own information),
• making it easy for customers to navigate your site (including on mobile sites), and  encouraging customers to spend time on your site (for example, by making sure your page loads quickly so people who click your ad don’t give up and leave your site prematurely).

URL: https://support.google.com/adwords/answer/2404197?hl=en

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

• The advertiser advertises a service rather than a product.
• The advertiser’s campaign targets the Google Display Network only.
• The advertiser has fewer than 15 conversions in the last 30 days.  The advertiser’s daily budget is not set to the recommended amount.

Explanation: The campaign should usually receive at least 15 conversions in the last 30 days. This conversion history enables the system to make accurate predictions about your future conversion rate. So, the more data we have, the more accurate we can be. In some cases, you may be able to use Conversion Optimizer without campaign history if you already have conversion data elsewhere in your account.

URL: https://support.google.com/adwords/answer/2471188

19. 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.
• Edit the ad text to include a more relevant destination URL.
• Upgrade to a faster web server to reduce page load time.

Redesign the landing page to create a better experience for users.

Explanation: Use the four keyword matching options to help control who sees your ads. Add the Match type column to the statistics table on your Keywords tab to see how the different keyword matching options perform for you. With some options, you’ll enjoy more ad impressions, clicks, and conversions. With others, you’ll get fewer impressions and more narrow targeting.

URL: https://support.google.com/adwords/answer/1722035

20. Which approach to bidding is best suited to maximize profit?

• Balance CPA and # of conversions
• Minimize CPA
• Maximize conversions
• Maximize ROI as a percentage

Explanation: If you want customers to take a direct action on your site, and you’re using conversion tracking, then it may be best to focus on conversions. Cost-per-acquisition (CPA) bidding lets you do that.

URL: https://support.google.com/adwords/answer/2472725?hl=en

21. 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 areas surrounding the city of Seattle.
• That have included “Seattle” as an exact match in keyword lists.
• Targeted to Seattle, regardless of the user’s location as long as they are in the US.  To that user based on IP (Internet Protocol) address.

Explanation: Advanced location targeting options allow you to reach:

• People in, searching for, or viewing pages about your targeted location (default)
• People in your targeted location
• People searching for or viewing pages about your targeted location

URL: https://support.google.com/partners/answer/1722038?hl=en

22. In a Reach and Frequency report, “Frequency” is defined as the:  Average number of times a video ad is played by a user.

• Average number of times a user is exposed to an ad.
• Total number of ad impressions.
• Average number of times an ad appears on a single webpage.

Explanation: Reach is the number of visitors exposed to an ad. Increased reach means that an ad is exposed to more potential customers, which may lead to increased awareness. Frequency is the average number of times a visitor was exposed to an ad over a period of time.

URL: https://support.google.com/partners/answer/1722064?hl=en

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

• Buy keyword books
• Buy Gardening Books
• Buy flower books  Buy Books

Explanation: Read the line and the query expanded to a broad-matched keyword in the account, “gardening books.” It means, “Gardening Books” is already added and is being triggered when “flower books” is searched. That’s why, added keyword i.e. “Gardening Books” will be fetched and added in the ad copy.

URL: https://support.google.com/adwords/answer/2454041

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

• A related press release.
• “peak season” of a product or service.
• improvement in an ad’s position.  automated clicks.

Explanation:  Below are some types of clicks and impressions that we consider to be invalid:

• Accidental clicks that provide no value, such as the second click of a double-click
• Manual clicks intended to increase someone’s advertising costs
• Manual clicks intended to increase profits for website owners hosting your ads
• Clicks and impressions by automated tools, robots, or other deceptive software
• Impressions intended to artificially lower an advertiser’s clickthrough rate (CTR)

URL: https://support.google.com/adwords/answer/2549113

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

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

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

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

 

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

• Programming skills are not necessary.
• Advertisers can log into the AdWords account to upload changes.
• Programmers benefit from third-party coding support.
• Advertisers can make dynamic changes to their AdWords accounts at scale.

Explanation: Depending on your programming talents and advertising needs, the possibilities are practically limitless. Some possibilities include:

• Generating automatic keyword, ad text, URL, and custom reports
• Integrating AdWords data with other databases, such as inventory systems  Developing additional tools and applications to help you better manage AdWords accounts

URL: https://support.google.com/partners/answer/3305308?hl=en

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

• An increased CPC bid leads directly to a small increase in Ad Rank.
• CPC bid only affects Ad Rank on the Search Network.
• An increased CPC bid leads directly to a large increase in Ad Rank.  CPC bid is one factor that affects Ad Rank.

Explanation: The main components of your Ad Rank are your bids and the quality of your ads and website. Google also incorporate the expected impact from your extensions and other ad formats when computing your Ad Rank. When estimating the expected impact of extensions and ad formats, Google consider such factors as the relevance, clickthrough rates, and the prominence of the extensions or formats on the search results page. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads, and extensions.

URL: https://support.google.com/partners/answer/2464960?hl=en

28. 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?

• Click-to-call ads are flat-fee based on the caller’s phone model.
• Click-to-call ads are priced by the minute based on the call’s duration.
• The cost is the same as a standard click on the ad.
• Prices are negotiated in advance with discounts for bulk purchases.

Explanation: Cost the same as a headline click (a standard CPC)

URL: https://support.google.com/partners/answer/2453991?hl=en

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

• Include words like “find” and “search” in the ad text.
• Include no more than one ad text per ad group.
• Use at least five keywords from the ad group directly in the ad text.
• Use account statistics and reports to monitor ad performance.

Explanation: Click on the link mentioned below to read all the performance evaluating steps.

URL: https://support.google.com/partners/answer/2404037?hl=en

30. How should advertisers use their websites to help them structure their accounts?  Organize ad groups and campaigns to reflect the layout of the website.

• Organize keywords to cover each word represented on the website.
• Add the website’s URL as a keyword to each ad group.
• Add the headings from the website as keywords across campaigns.

Explanation: A good rule of thumb for creating an effective campaign structure is to mirror your website’s structure. By creating campaigns and ad groups around a specific theme or product, you can create keyword lists that directly relate to the corresponding ad text, and ads that link directly to that product’s page on your website.

URL: https://support.google.com/partners/answer/2375470?hl=en

31. 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.
• Search the account for keywords with high average cost-per-click (CPC) bids.
• Run an impression share report and select to display the two metrics.  Filter all keywords with an average position greater than three.

Explanation: You can compare two metrics using the drop-down menus just above the graph on the left. Click each drop-down menu and select the metric you’re interested in. For example, if you wanted to gauge the effectiveness of a particular keyword, you could choose to view impressions and clicks at the same time.

URL: https://support.google.com/partners/answer/2454067?hl=en

 

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

• The specific Conversion Optimizer code snippet was not added to the site.
• The cost-per-click (CPC) bid was lower than the recommended amount.
• The ads in the campaign are waiting to be approved.
• The maximum cost-per-acquisition (CPA) bid was lower than the recommended amount.

Explanation: If your average CPA is higher than you prefer, you can lower your bid, which will likely decrease both average CPA and the number of conversions. Conversely, you can raise your maximum CPA bid if you want to increase traffic and conversions.

URL: https://support.google.com/partners/answer/152565?hl=en

33. 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.
• Destination URLs set at the ad group level.
• At least 50 keywords.
• Managed placements and keywords.

Explanation: Use ad groups to organize your ads by a common theme, such as the types of products or services you want to advertise.

URL: https://support.google.com/adwords/answer/2375404

34. 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 campaign’s location settings.
• Search for each location in the search tab of location settings.
• Add locations as keywords to the campaign.
• Enter a value in the “Show my ads within” box.

URL: https://support.google.com/partners/answer/1722043?hl=en

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

• (Avg CPC) * (Conversion Rate)
• (Avg Profit per Order) * (Conversion Rate)
• (Avg Revenue per Order) * (Profit Margin)
• (Total Profit) / (Total Revenue)

Explanation: Profit need to be calculated without ad expenses. It means conversion rate and cpc will not be considered in formula while calculating profit per conversion.

URL: https://support.google.com/partners/answer/2796446?hl=en

36. 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?

• Lou: “We get a CPA of $15 on our e-mail campaign. Let’s meet or beat that benchmark across all marketing platforms.”
• Joe: “An MBA class once suggested ad-spend should always be 9% of revenue. Let’s use that as our target ROI.”
• Jane: “A $15 CPA is okay, but if we could get it down to $10 that would give us more profitper-customer.”
• Pete: “Let’s start by verifying our campaign is profitable, then test different CPA targets to find which maximizes total profit.”

URL: https://support.google.com/partners/answer/2799792?hl=en

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

• Use a mobile-optimized landing page
• Use exact match
• Only Target Search Network
• Only Integrate mobile Flash video ads

Explanation: To make sure your ad looks great on the small screen, you can create a mobileoptimized ad with a message, display URL, and landing page specifically for mobile devices.

URL: https://support.google.com/adwords/answer/2472719?hl=en

38. Which AdWords feature is compatible with Conversion Optimizer?

• Separate Display Network bids
• Advanced Ad Scheduling
• Enhanced CPC  Ad Extensions

Explanation: A similar feature is Enhanced CPC (ECPC) which can also help you get more sales or other conversions. The main difference is that ECPC works with the maximum CPC bid that you set, while Conversion Optimizer doesn’t. Another difference is that Conversion Optimizer modifies 100% of traffic, while ECPC modifies 50% initially, and then moves that percentage up or down based on how it is performing. You can set both Conversion Optimizer and ECPC to focus on either conversions or converted clicks by choosing a conversion bid metric on the Settings tab of all your conversions.

URL 1:  https://support.google.com/partners/answer/2464964?hl=en

39. 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?

• Cheap, cheap, cheap Monitors
• BUY affordable LCDs 20-70% off
• LCD monitors
• **Free** shipping on LCDs

URL: https://support.google.com/adwords/answer/6080580?hl=en&rd=1

40. Business listings in Google Places can be:

          Physical locations or mobile applications.              Entered into their own ad auction.            Location extensions in AdWords  Conversions in AdWords.

Explanation: You can show business locations in your AdWords ads by using location extensions. Location extensions display your business name, address, and phone number with your ad to help customers connect with your local business.

URL: https://support.google.com/adwords/answer/2382892?hl=en

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

• Users in Switzerland are searching on Google’s French domain.
• French users are visiting Switzerland and searching Google.
• Users globally are searching Google from mobile phones.
• French users were looking at Swiss news sites that show Google display ads.

Explanation: Uses a country-specific domain, such as google.fr (France), without including another location in the search. This will indicate the country specified in the domain (France, in this instance) as a location that the person may be interested in.

URL: https://support.google.com/partners/answer/2453995?hl=en

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

• keywords with low Quality Scores.
• New keyword ideas for a campaign.
• Potential new placements to target on the Google Display Network.  Ad groups or campaigns that should be paused.

Explanation: Use the Search terms report to see how your ads performed when triggered by actual searches within the Search Network. Identify new search terms with high potential, and add them to your keyword list. Look for search terms that aren’t as relevant to your business, and add them as negative keywords. This can help you avoid spending money showing your ad to people who aren’t interested in it.

URL: https://support.google.com/adwords/answer/2472708?hl=en

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

• Proactive offline analysis by the Google Ad Traffic Quality Team
• Advertiser reports suspicious activity in the account
• Alert from the AdSense team about publisher suspension  Third-party analysis of advertiser’s web server logs data

Explanation: Undoubtedly, some portion of the invalid click activity is not detected by Google’s proactive systems and processes. However, Google is able to effectively minimize that proportion through its proactive monitoring of both advertiser and publisher networks. Google’s belief in the quality of the sites in its network and the accuracy of its automated filtering is supported by the reactive investigations Google undertake on behalf of advertisers who contact with concerns.

URL: http://www.google.co.in/ads/adtrafficquality/invalid–click–protection.html

 

44. 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?

• Opt out of the Google Display Network.
• Set campaign budget to a 30-day cycle.
• Narrow location targeting settings.
• Increase the maximum cost-per-acquisition (CPA) bid.

 

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

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

URL: https://support.google.com/partners/answer/2796444?hl=en

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

• Interact directly with the AdWords server.
• Can appear throughout the Google Search Network.
• Are accessible only through AdWords Editor.  Can be uploaded into the display ad builder.

Explanation: The Google AdWords API lets developers build applications that interact directly with the Google AdWords server.

URL: https://support.google.com/adwords/answer/2375503?hl=en

47. 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?

• USD$0.03
• USD$0.33
• USD$0.70
• USD$0.30

Explanation: A bid adjustment represents a percentage change in your bids. You can increase or decrease every bid in your campaign to bid more or less competitively across devices, locations, time of day, and more. You can also adjust your bids based on how your ads perform, helping to improve your return on investment (ROI).

URL: https://support.google.com/adwords/answer/2732132?hl=en

48. Dynamic search ads would be most helpful for…

• A local restaurant with a dynamically changing menu that offers fresh new entrees every few months.
• Websites with hundreds or thousands of products, services, or listings that frequently change.
• Moving an ad’s position dynamically in whatever direction a user’s eyes are looking.  Campaigns that need to reduce exposure on competitive keywords.

Explanation: Businesses with websites that contain a lot of content or well-structured URLs will see the best results from using Dynamic Search Ads. Here are some additional examples of the types of businesses that are a good fit for using this campaign type:

• Your website features different products or services.
• You sell seasonal product lines or other offerings, or you’re expanding your business to new markets.

URL: https://support.google.com/adwords/answer/2471185?hl=en

49. 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:

• “Keyword details” section of the Keywords tab.
• “Tools” menu on the Opportunities tab.
• Ads tab of a specific ad group.  Ad Extensions tab.

URL: https://support.google.com/adwords/answer/2472708?hl=en

50. In a Reach and Frequency report, “Reach” is defined as the:  Number of unique users exposed to an ad.

• Demographic populations to which an ad is served.
• Geographic locations in which an ad is served.
• Distance between a user exposed to an ad and the business location of the advertiser.

Explanation: Reach is an estimate of the number of users within a selected location target, based on unique cookies.

URL: https://support.google.com/partners/answer/1722045?hl=en

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

• Location extensions will appear when an advertiser has targeted a specific region or location.
• Location extensions will appear when a user located near the advertised business searches on relevant terms.
• Customized campaign targeting determines which address appears below the ad.
• Customized campaign targeting is required in order to enable location extensions.

Explanation:

• Location extensions show your business address, phone number, and a map marker with your ad text.
• On mobile, they include a link with directions to your business.
• Clicks on ads with location extensions cost a standard cost-per-click.
• Location extensions encourage people to visit you in person.
• You can add multiple addresses manually, or by linking your account to Google My Business.
• On average, ads with location extensions see a 10% boost in clickthrough rate.  You can target your ads around your business addresses.

URL: https://support.google.com/adwords/answer/2404182?hl=en

52. 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 “Keyword details” on the Keywords tab.
• Review “Automatic placements” on the Display Network tab.
• Use the Ad Preview and Diagnosis Tool on the Tools and Analysis tab.  Add a customized column for “queries” on the Keywords tab.

Explanation: Read search term report

URL:  https://support.google.com/adwords/answer/2684537?hl=en

53. What are Sitelinks?

• Links to other websites that appear beneath the text of your Search ads.
• Links from other sites to your site.
• Links to more pages of your site that appear beneath the text of your Search ads.  Links from your site to other sites.

Explanation: Sitelink extensions allow you to include additional links in your standard text ad. The rules that apply to text ads generally apply to sitelink extensions too.

URL: https://support.google.com/adwordspolicy/answer/1054210?hl=en

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

• Campaign level
• Keyword level
• Account level
• Ad level

Explanation: Use mobile bid adjustments to bid more or less competitively for searches that occur on mobile devices. You can set a mobile bid adjustment for an entire campaign or individual ad groups

URL: https://support.google.com/partners/answer/2732132?hl=en

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

• Number of impressions divided by the number of clicks
• Number of impressions divided by the average position
• Number of clicks divided by the number of impressions
• Number of clicks accrued per day

Explanation: CTR is the number of clicks that your ad receives divided by the number of times your ad is shown expressed as a percentage (clicks ÷ impressions = CTR).

URL: https://support.google.com/adwords/answer/2615875?hl=en

56. 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 Application Programming Interface (API)
• My Client Center (MCC)
• Automatic cost-per-click (CPC) bidding  AdWords Editor

Explanation: The AdWords API (application programming interface) lets developers build applications that interact directly with the AdWords server. With these applications, advertisers and third parties can more efficiently and creatively manage large or complex AdWords accounts.

URL: https://support.google.com/partners/answer/144560?hl=en

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

• Automated software designed to click on her ads.
• Users who are comparison shopping for shoes.
• Users who click on an ad on the Google Display Network.  Inaccurate web server log information.

Explanation: You may see a certain amount of multiple clicks in your own weblogs. These clicks represent legitimate visitors accessing your advertisement in expected ways. It’s possible that a visitor legitimately clicks on your ad more than once. For example, the person may be comparison shopping or returning to your site for more information. Additionally, some internet service providers assign a single IP address to more than one person. In this case, multiple clicks from the same IP address don’t mean that someone is clicking multiple times on your ad.

URL: https://support.google.com/adwords/answer/2404039?hl=en

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

• Credit card information associated with the account.
• Adjustments made to the daily budget.
• Timestamps for when ads were approved or disapproved.  Changes made by the Ad Automator feature.

Explanation: You can view all changes for a particular time period, filter the results by the type of change (such as budget adjustments or keyword edits), or see changes for a particular campaign or ad group.

URL: https://support.google.com/partners/answer/19888?hl=en

59. 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:

• Phrase match keywords such as “laptop” or “computer.”            Negative match keywords such as -buy or -purchase.
• Exact match keywords such as [rate], [review], or [compare].
• Negative match keywords such as -review or -comparison.

Explanation: Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer. This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.

URL: https://support.google.com/adwords/answer/105671?hl=en

60. AdWords Editor allows users to:

• Access multiple accounts offline.
• Make live edits to multiple accounts simultaneously.
• Invite new users to share accounts.
• Find relevant ads on Google partner sites.

Explanation: The basic process is simple: download one or more accounts, make changes offline, then upload the changes to AdWords.

URL: https://support.google.com/adwords/answer/2484521?hl=en

61. 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:

• Most historical data in the account.
• Highest Ad Rank.
• Highest maximum cost-per-click (CPC) bid.  Best Quality Score.

Explanation: When several broad match keywords in your ad group broadly match a search term, the system will prefer to use the keyword with the highest Ad Rank.

URL: https://support.google.com/adwords/answer/2756257?hl=en

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

• Clear landing page layout and several links to related websites
• Correct programming language used to construct site
• Prominent headlines in several font styles and text sizes
• Relevant and original content that clearly represents the business

Explanation: Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience by:

• providing relevant, useful, and original content,
• promoting transparency and fostering trustworthiness on your site (for example, by explaining your products or services before asking visitors to fill out forms sharing their own information),
• making it easy for customers to navigate your site (including on mobile sites), and  encouraging customers to spend time on your site (for example, by making sure your page loads quickly so people who click your ad don’t give up and leave your site prematurely).

URL: https://support.google.com/partners/answer/2404197?hl=en

63. 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?

• Placement Tool
• Ad Preview and Diagnosis Tool
• Traffic Estimator
• Search-based Keyword Tool

Explanation: A tool in your account that helps identify why your ad might not be appearing. The tool also shows a preview of a Google search result page for a specific term. This helps you see which ads are appearing for your keyword.

URL: https://support.google.com/adwords/answer/148778?hl=en

64. Linking your Google+ Page to your AdWords account…

• Cannot be done if you have a Google Merchant account.
• Enables users to login to your website through your Search advertisements.
• Requires a 2-month approval process.
• Enables you to show more endorsements for your business from your customers and supporters.

Explanation: AdWords ads that appear on Google and some search partners are eligible to show social extensions when our system can link them to an active and verified Google+ page. We’ll show the number of Google+ followers and +1s when it looks like they could improve campaign performance.

URL: https://support.google.com/adwords/answer/1722132?hl=en

65. AdWords Campaign Experiments allow you to…

• Test changes to your account for a portion of the auctions that your ads participates in.
• Automate different images and text on your site to understand what converts most effectively.
• Receive written feedback from users based on their experience on your site.  Request a formal analysis from Google’s Campaign Experiments team that isolates the effect of online advertisements on offline purchases.

Explanation: AdWords Campaign Experiments allow you to test changes to your account on a portion of the auctions that your ads participate in. Like putting a bit of hot sauce on just part of your meal, Campaign Experiments give you a taste of the results so you can figure out whether you want to pour on the heat! This way, you can test changes to your keywords, bids, ad groups, and placements.

URL: https://support.google.com/partners/answer/2385204?hl=en

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

• The CPC bid is one-tenth of the CPA bid by default.
• The actual CPC bid is based on current max CPC settings.
• The CPA bid is the highest the system will allow the CPC bid to reach.  The CPA bid is multiplied by the predicted conversion rate.

URL: https://support.google.com/adwords/answer/2471188

67. 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?  Ad Preview Tool

• AdWords API Sandbox
• Traffic Estimator
• AdWords API Tokens

Explanation: Google offer a sandbox environment so developers can experiment without making changes to their account or using AdWords API units.

URL: https://support.google.com/partners/answer/3305375?hl=en

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

• Billing
• Opportunities
• Campaigns
• My account

Explanation: If we find invalid clicks that have somehow escaped our automated detection in the past two months, we’ll give you credit for these clicks. To view these credits for invalid clicks, click the Billing tab. Any invalid click credits you’ve received will be labeled “Invalid activity” on the transaction history page and will be credited to you.

URL: https://support.google.com/adwords/answer/2549113

69. 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’s settings.
• Mobile devices with GPS enabled only.
• Google Maps only.
• Google search only.

Explanation: Location extensions can show your business information in various formats on the

Google Search Network, Google Search Network Partner Sites, Google Maps, and on mobile devices

URL: https://support.google.com/partners/answer/2404182?hl=en

70. 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?

• Pause the affected campaign until an invalid clicks investigation is complete.  Look at click patterns over time and rule out legitimate reasons for increased activity.
• Submit an invalid clicks report to the Google AdWords team.  Submit new ad text variations for review.

Explanation: You can see the number of invalid clicks your ads have received by adding the Invalid clicks and Invalid click rate columns when viewing your campaign statistics.

Remember that you aren’t charged for these clicks, so they don’t affect your account statistics.

URL: https://support.google.com/adwords/answer/2549113

71. 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?

• Set bids that minimize CPA while maximizing profit, but explain that position can’t effectively be optimized simultaneously.
• Explain that all three objectives contradict each other and the tradeoffs at risk. Understand the client’s priorities and adopt a bidding strategy with minimal contradictions.
• Set bids that minimize CPA within the top 3 positions, but explain that profit can’t effectively be optimized simultaneously.
• Set bids that simultaneously optimize profit, position, and CPA all to the perfect point.

Explanation: In order to achieve your goals most effectively, it’s helpful to prioritize your business objectives. You can optimize your AdWords campaigns to achieve many different goals, but tradeoffs are often necessary. Conversion rates don’t vary much with ad position, the following trends are important to remember:

• Increasing bids generally results in more conversions at a higher average cost-peracquisition (CPA).
• Decreasing bids generally results in fewer conversions at a lower average CPA.  Increasing bids while limited by daily budget generally results in fewer conversions at a higher average CPA.

URL: https://support.google.com/partners/answer/2799821?hl=en

72. 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.
• Removed as a result of a proactive investigation.
• Credited to the account.  Charged to the account.

Explanation: You can see the number of invalid clicks your ads have received by adding the Invalid clicks and Invalid click rate columns when viewing your campaign statistics. Remember that you aren’t charged for these clicks, so they don’t affect your account statistics.

URL: https://support.google.com/adwords/answer/2549113

73. 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.
• The edited ad is less relevant to the keywords within the ad group.
• The edited ad has a lower conversion rate after the changes were made.  The advertiser’s landing page is down for maintenance.

Explanation: Ad position is determined by a formula called Ad Rank that gives your ad a score based on your bid, the quality of your ads and landing page, and the expected impact of extensions and other ad formats. So even if your competition bids more than you, you can still win a higher position — at a lower price — with highly relevant keywords and ads. URL: https://support.google.com/partners/answer/6300?hl=en

 

74. Which is a benefit of using AdWords Editor?

• Multiple users can share archives and proposals for an account.

 

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

• Users with My Client Center (MCC) Reports Access can make edits to an account.  Multiple users can make offline changes to Account Preferences.

Explanation: Any advertiser with any size account can use AdWords Editor, but it’s especially useful for accounts with multiple campaigns and long lists of keywords or ads. For example, you can:

• Use bulk editing tools to make multiple changes quickly.
• Export and import files to share proposals or make changes to an account.
• View statistics for all campaigns or a subset of campaigns.
• Manage, edit, and view multiple accounts at the same time.
• Search and replace text across ad groups or campaigns.
• Copy or move items between ad groups and campaigns.
• Undo and redo multiple changes while editing your campaigns.
• Make changes in draft before uploading them to your account.  Keep working even when you’re offline.

URL: https://support.google.com/partners/answer/2484521?hl=en

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

• Clicks for their daily budget.
• Impressions for their daily budget.
• Conversions based on their conversion goals.
• Impressions in their preferred position range.

Explanation: Automatic bidding is ideal for advertisers who don’t want to spend a lot of time setting bids, but would like to get the most clicks possible for their ads within their budget. If at any time you don’t like the bid suggestions, you can easily switch to using manual bidding which gives you full control to set the bid amounts yourself.

URL: https://support.google.com/partners/answer/2470106?hl=en

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

• Receive fewer conversions while paying more on average per conversion.
• Receive more conversions while paying more on average per conversion.
• Receive fewer conversions while paying less on average per conversion.
• Receive more conversions while paying less on average per conversion.

 

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

• ($10)*(% Basic customers) + ($20)*(% Pro customers)
• ($10)*(% Basic customers)*(Basic average lifetime in months) + ($20)*(% Pro customers)*(Pro average lifetime in months)
• ($10*20)*(Total monthly conversions) / (Total customer count)
• ($10+$20)*(% Basic customers)*(Basic average lifetime in months) / ($20)*(% Pro customers)*(Pro average lifetime in months)

Explanation: Life time value cannot be decided in months or years. There is no way to determine how long your customer will keep using your service. URL: https://support.google.com/partners/answer/2796446?hl=en

78. Which can be specified at the campaign level?

• Destination URLs
• Billing preferences
• Ad text
• Network distribution

Explanation: A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings.

URL: https://support.google.com/partners/answer/6304?hl=en

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

• Confirmation page after a purchase
• Shopping cart header
• Website homepage
• Landing page of an ad

Explanation: To use conversion tracking, you’ll need to put a small snippet of HTML and JavaScript code on the page that customers see after they’ve completed a valuable action on your site. For example, you could add the code to your purchase confirmation page, which is the page people see after they’ve made a purchase.

URL: https://support.google.com/adwords/answer/1722054?hl=en

80. 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.

• View the Search Query Performance Report to determine the root cause.
• Perform Google searches on the same keywords to build data points.
• Use the Keyword Tool to include more variations of a given keyword.

URL: https://support.google.com/adwords/answer/2453974?rd=1

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

• A user clicks on an ad, converts, and returns to the site using a bookmark within 30 days and converts again.
• 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.
• A user clicks on an ad and does not convert. The user performs the search again the following day, clicks on the same ad and converts.
• A user clicks on an ad, does not convert, then returns to the site using a bookmark within 30 days and converts.

82. Which is a benefit of linking a Google Places account to an AdWords campaign?  Additional icon options are available for ads when using Google Places.

• Free organic search results for the advertiser’s business will be more likely to show on Google Maps.
• Geographical targeting automatically expands to include all regions.
• Adding or updating addresses in Google Places automatically updates validated addresses used for ads.

URL: https://support.google.com/adwords/answer/2404182?hl=en

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

• Purchase funnel abandonment by step
• Percent of impressions blocked by negative keywords
• Average cost-per-click (CPC)
• Performance by Internet Protocol (IP) address

Explanation: Other than highlighted point, do not exist.

84. How could an advertiser determine the most profitable keywords within a campaign?  Identify the keywords with the highest clickthrough rates (CTRs).

• Compare the total clicks to total conversions for each keyword in the account.
• Identify the keywords with the lowest “first page bid estimates.”
• Compare the costs accrued by each keyword with the conversion data for that keyword.

Explanation: Profitability is calculated at the conversion level for a given product or service.

URL: https://support.google.com/partners/answer/2796444?hl=en

85. 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 the Conversion Optimizer.
• Monitor overall changes in clicks received.
• Install new Conversion Tracking code.
• Enable and disable Conversion Optimizer every other day to observe differences.

Explanation: By monitoring clicks, you cannot take right decision. You may get higher clicks after conversion optimizer. Comparing avg cpa data is the only way to check performance.

URL: https://support.google.com/adwords/answer/2472674?hl=en

86. What can be learned from a Search Funnel?

• Search impression share for the last 30 days compared to CPC trends over time.
• Budget usage for all Search campaigns, including budget limitations and opportunities for more traffic.
• The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign.  The number of searches completed during a given period of time.

Explanation: Think of them as passages (or funnels) through which your customers complete a conversion.

URL: https://support.google.com/partners/answer/1722023?hl=en

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

• Contact all other account managers.
• Refresh the account in AdWords.
• Click “get recent changes” in the tool bar.  Disapprove any new proposals that appear.

Explanation: Simply download your recent changes to make sure AdWords Editor has the most up-to-date version of the account.

URL: https://support.google.com/partners/answer/2484521?hl=en

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

• Run everything in a single campaign, allocating the set marketing budget to it. Automate everything in a single campaign with the Branding and ROI optimizer.

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

• Allocate the set marketing budget across dedicated branding campaigns.
• Create a separate campaign that can extend its daily budget after profitability is achieved. 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?
• Unprofitable campaign, planning to scale up exposure if profitability can be achieved.  Profitable campaign, missing additional profitable conversions when budget limits exposure.
• Branding campaign with set marketing budget, prioritizing more clicks over current ad position.
• Branding campaign with set marketing budget, prioritizing current ad position over more clicks.

 

90. One factor the AdWords system uses to calculate an ad’s actual cost-per-click (CPC) is the:

• Location targeting of the ad showing one position lower on the page.
• Actual cost-per-click (CPC) of the ad showing one position lower on the page.
• Cost-per-thousand impressions (CPM) of the ad showing one position lower on the page.  Ad Rank of the ad showing one position lower on the page.

Explanation:  f the advertiser immediately below you bids US$2.00, and if that advertiser’s ad is the same quality as yours (and has equal-performing extensions and ad formats), you’d typically need to bid a penny more than US$2.00 to rank higher than that advertiser and still maintain your position and ad formats. With AdWords, that’s the most you’ll pay (about US$2.01), whether your bid is US$3.00, US$5.00, or more.

URL: https://support.google.com/partners/answer/6297?hl=en

91. 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?

• Lower bids on keywords with high clickthrough rates (CTRs).
• Make changes to improve the Quality Score of the ad’s keywords.  Change keyword match types from exact match to phrase match.
• Review Impression Share report data to identify missed opportunities.

Explanation: Higher quality ads can lead to lower prices and better ad positions.

URL: https://support.google.com/adwords/answer/140351?hl=en

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

• Bid separately for each ad variation based on its performance.
• Make strategic changes to the account to improve performance.
• Upload goals to the “Advertising Goals” section in their account.
• Manually increase clickthrough rate (CTR) to improve performance.

Explanation: You tube Link https://www.youtube.com/watch?v=q07Jr9Vihlk

URL: https://support.google.com/adwords/answer/1722036?hl=en

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

• Ad group
• Keyword
• Campaign  Account

Explanation: A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings.

URL: https://support.google.com/adwords/answer/6304?hl=en

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

• Use special characters, such as asterisks or hashes.
• Mention competitor offers and prices.
• Use exclamation points and capital letters.
• Include prices, promotions, and a call-to-action.

URL: https://support.google.com/adwords/answer/6080580?hl=en&rd=1

95. Each of the following are benefits you’d expect from Product Listing Ads except…

• More traffic and leads
• Better qualified leads
• Automatically produced video commercials  Ease of targeting without needing keywords

URL: https://support.google.com/partners/answer/2454022?hl=en

96. A high Quality Score can:

• Be achieved with an increase in bid.
• Improve an ad’s position.
• Be assigned to negative keywords.

 

• Prevent an ad from being served.

Explanation: Higher quality ads can lead to lower prices and better ad positions.

URL: https://support.google.com/adwords/answer/140351?hl=en

97. 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:

• Query parsing being used to show geo-targeted ads to users in a different city.
• Incorrect IP address information filtered from Google Analytics.
• Internet Service Providers (ISPs) who assign the same IP address to multiple users.
• Duplicate keywords added to multiple ad groups in one campaign.

 

98. 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-ofmouth. Which formula best describes value-per-conversion?

• (Average deal value) * (10%) / (115%)
• (Average deal value) * (10%) * (15%)
• (Average deal value) * (10%) * (115%)
• (Average deal value) * (0.15)

URL: https://support.google.com/partners/answer/2796446?hl=en

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

• The least possible CPC the advertiser needs to pay to maintain an achieved position.
• The average CPC the advertiser needs to pay in order to achieve top position.
• The CPC according to a price list, which is then updated daily.
• The CPC an advertiser was charged minus credits for overshot daily budget.

 

100. “Mobile app engagement” campaigns can be used to:

• encourage people to download a new app
• encourage people to rate an app in the app store
• re-engage people who’ve downloaded an app
• increase in-store call conversions

 

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

• 20-70% off LCD monitors
• BUY affordable LCDs
• **Free** shipping on LCDs
• Cheap, cheap, cheap monitors

 

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

• Use all capital letters in the headline
• Make sure the headline wraps to two lines
• Capitalize the first letter of each word in the headline
• End the headline with an exclamation point

 

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

• Bid capping
• Bid allocation
• Ad automation
• Ad delivery

 

104. According to Google data, after seeing an ad on their smartphone, more than half of people:

• do a mobile search
• go to a store and buy the product
• go to the company’s website and buy the product
• send a text

Ref: http://adwords.blogspot.in/2015/10/2015–holiday–trends–shopping–moments.html

 

105. High quality ratings for an ad can:

• increase its average cost-per-click (avg. CPC) bid
• be achieved with an increase in bid
• improve its position
• increase how often people click on it

 

106. 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
• Flat fee, based on the caller’s phone model
• Negotiated in advance, with bulk discounts
• By the minute, based on the length of the call

 

107. 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
• be used with Shopping campaigns
• take people to blogs about gardening
• bring people to her site from blogs about gardening

 

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

• An increased CPC bid leads directly to a small increase in Ad Rank.
• CPC bid only affects Ad Rank on the Search Network.
• An increased CPC bid leads directly to a large increase in Ad Rank.
• CPC bid is one factor that affects Ad Rank.

 

109. 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
• To show ads promoting all the flavors to people searching for “gourmet popcorn”
• To make sure “Sweet & spicy coconut” continues to be the bestseller  It’s most efficient to have a single ad group

 

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

• Customize the app for each format (phone, tablet, computer)
• Add some large, memory-intensive graphics
• Set up custom deep links
• Use the bid strategy “Maximize engagement”

 

111. How does target cost-per-acquisition (CPA) bidding determine the optimal cost-per-click (CPC) bid?

• It uses conversion history to set higher bids when a conversion is more likely
• It sets CPC bids as one-tenth of the current CPA bid setting
• It bids a static CPC value based on the current maximum CPC settings
• It adjusts CPC bids based on existing bid adjustments

112. True or false: Product Listing Ads use Merchant Center product data to decide how and where to show ads.

• True
• False

 

113. The strategic use of different marketing channels affects:

• payment methods
• the average amount of each sale
• target-customer demographics
• online purchase decisions

 

 

114. 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%
• About 10%
• Nearly everyone who’s ready to buy
• About 20%

 

115. Dustin wants to write a great text ad that will get people’s attention when they’re searching on Google. What should he do to generate the most clicks?

• Put special characters in the ad headline
• Put the ad headline in all capital letters
• Include his keywords in the ad text
• Include his business address in the ad text

 

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

• add a call extension
• add a sitelink extension
• run an app install ad
• include the word “install” in the ad text

 

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

 

• It’s obvious on the landing page that she’s selling greeting cards
• Some of her keywords are on the landing page
• The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations, and get well
• When people click the ad, they’re taken to the get-well category

 

118. 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
• Lots of his site visitors are 49ers fans
• Most of his customers are watching a ballgame when they visit his site  Most people clicking on his ad already own at least 1 baseball cap

 

 

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

• Flexible bidding
• Dynamic search ads
• Remarketing lists for search ads
• Retargeting lists for text ads

 

120. 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 keywords
• Cost-per-conversion data can indicate whether her profit will increase
• Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets
• Cost-per-conversion data can be compared with competitors’ cost-per-conversion data

 

 

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

• US$0.30
• US$0.03
• US$0.32
• US$0.31

 

122. 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
• estimate revenue based on the value of click, factor out gross margins, and subtract AdWords costs
• estimate revenue based on the value of an AdWords customer, factor out gross margins, and subtract AdWords costs
• estimate revenue based on in store sales, factor out gross margins, and subtract AdWords costs

 

123. 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?

Reducing prices on his inventory

Adding an extension

• Improving a lower-level page on his website
• Using the Product Listing Ad format

 

124. Which allows advertisers to automate AdWords reporting and campaign management?

• Use of Structured Query Language (SQL) server reporting services
• Execution of multiple reporting tasks from multiple computers
• Execution of repetitive Data Mining Extensions (DMX) queries
• Use of an AdWords Application Programming Interface (API) web service

 

125. Which of these statements is true?

• Location extensions appear when someone who’s physically near the business searches on relevant terms
• Location targeting determines which business address appears in an extension
• Location targeting enables location extensions
• Location extensions appear when an advertiser targets a geographic location

 

126. You can use the AdWords Application Programming Interface (API) to:

• integrate AdWords data with your inventory system
• integrate AdWords data with multiple manager accounts
• override AdWords functions you don’t need
• integrate data about competitors into your account

 

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

• are accessible only through AdWords editor.
• can appear throughout the Google Search Network.
• can be uploaded into the Ad gallery.
• interact directly with the AdWords server.

 

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

• Set a theme for each campaign and choose related keywords
• Keep each keyword to a single word, rather than a phrase
• Set a theme for each ad group and choose related keywords
• Include more than 50 keywords in 1 ad group

 

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

• Search Network with Display Select
• Search Network only
• Display Network only
• Display Network, advanced

 

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

• “Free shipping on CuStOm Ts”
• “Design Your Own T-shirt”
• “Custom Tees, Click Here”
• “We sell custom t-shirts!”

 

131. The format of a Shopping Ad/Product Listing Ad is different from that of a standard text ad in that it includes:

• a product image, background color, and price
• a product image, title, and price
• a product image, title, price, and extension
• a product image, title, price, and merchant name

 

 

132. 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 content on your landing page
• the percentage of eligible impressions you received for searches that exactly matched your keywords
• the number of times your ads were shown on the Search Network
• the number of eligible impressions your broad match keywords received

 

 

133. 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?

 

• US$18
• US$45  US$30
• US$15

134. 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 has fewer than 5 conversions in the last 15 days

 

is using Google Analytics

• is using another automated bid strategy

 

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

• adjust your client’s budget
• optimize your client’s keywords
• optimize your client’s ad text
• All of the listed answers are correct

 

136. 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
• He can better understand what happens after potential customers click his ads
• He can get an idea of how many people who’ve seen his ads actually became customers  He can get an idea of how many people double clicked his ads

 

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

• Shoe stores near me
• Shoe store addresses
• Shoe store sales
• Great shoe stores

 

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

 

• Raise the target cost-per-acquisition (CPA) bid
• Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages
• Use target outranking share bidding
• Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning

 

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

 

• clicks for their daily budget
• conversions based on their conversion goals impressions in their preferred position range impressions for their daily budget

 

 

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

 

• [US$1500 (revenue) – US$1200 (cost + AdWords spend)] / US$1200 (cost + AdWords spend)
• [US$150 (sales price) – US$1500 (cost)] / US$700 (AdWords spend)
• US$1500 (revenue) / US$1200 (cost + AdWords spend)
• [US$1500 (revenue) – 10 (number of products sold)] / US$1200 (cost + AdWords spend)

 

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

 

• Up to US$24
• Up to US$21
• Up to US$30
• Up to US$20

 

142. A successful AdWords text ad:

 

• has a wrapping headline and at least 2 paragraphs of text
• ties the call-to-action to the landing page
• mentions at least 4 key selling points
• talks about the advertiser’s reputation

 

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

 

• set shorter conversion windows to capture users who convert after researching on multiple devices
• set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data
• edit the campaign’s ad text to include information about how customers can purchase her product on their computers
• use the maximize clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices

 

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

 

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

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

• She’s using a “Standard” campaign
• She can’t afford to run ads at all times of the day and on days of the week

 

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

 

• Upgrade multiple manager accounts
• Upgrade each individual AdWords account
• Use a single sign-in for all accounts
• Access the AdWords Application Programming Interface (API)

 

 

146. 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
• A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site
• A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site
• A view-through conversion is counted when someone sees an ad in Google Search and calls the business

 

 

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

 

• Users globally are searching Google from mobile phones.
• Users in Switzerland are searching on Google’s French domain.
• French users are visiting Switzerland and searching Google.
• French users were looking at Swiss news sites that show Google display ads.

 

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

 

Swiss people are searching on Google for information about Switzerland

 

• People located in Switzerland are searching using France-related words, like “hotels in Paris”
• French people visiting Switzerland are searching on Google for information about Switzerland
• People located in France are using Swiss-related words like “hotels in Switzerland”

 

149. Which statement is true?

 

• Ads with call extensions only let people call the business
• Call extensions send people to a landing page with a phone number
• Call-only ads are available exclusively on the Display Network
• Call-only ads only let people call the business

 

150. 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:

 

• highest maximum cost-per-click (CPC) bid.
• most historical data in the account.
• best Quality Score.
• highest Ad Rank.

 

151. A new client wants 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 all restaurant locations
• Create several campaigns with 2 ad groups each: dine in and takeout
• Create 1 campaign with an ad group for each restaurant location  Create 1 campaign with an ad group for each menu item

 

 

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

• Talk about yourself and your business
• Make the text different from what’s on your landing page
• Use a passive verb in the headline
• Write several ads and see which one performs the best

 

 

153. 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 call-only extension to her ad

Use the “Ads on mobile devices” campaign type

Include a link to her mobile website in her ad

Add a mobile-app extension to her ad

 

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

 

• Category editor
• Bulk edits
• Campaign editor
• Revision tool

 

155. Which statement about ad extensions isn’t true?

 

• They show additional information about a business
• They tend to improve an ad’s visibility
• They often appear below the organic search results
• They can help improve clickthrough rate

 

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

 

• Ads in mobile apps
• Mobile app installs
• Mobile app engagement
• Call only

 

157. 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?

 

• US$1.70
• US$1.80  US$2
• US$2.80

 

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

 

• launching a cross-device campaign
• running ads only on mobile devices
• addressing consumers’ needs carrying over the theme of her traditional ad campaign to her online campaign

 

159. 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
• Portfolio Simulator  CPC Simulator
• Keyword Simulator

 

160. One factor the AdWords system uses to calculate an ad’s actual cost-per-click (CPC) is the:

 

• actual cost-per-click (CPC) of the ad showing one position lower on the page.
• location targeting of the ad showing one position lower on the page.
• cost-per-thousand impressions (CPM) of the ad showing one position lower on the page.
• Ad Rank of the ad showing one position lower on the page.

 

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

 

• Buy keyword books
• Buy Gardening Books
• Buy Books
• Buy flower books

 

162. Obi added a sitelink extension to her text ad and 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)
• Lower her maximum cost-per-click (max. CPC)
• Add a second type of extension
• Lower her Ad Rank

 

163. You’re reviewing the paid & organic search report for a client who runs a Maui snorkeling tour 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:

 

 increase the budget for all of her campaigns that contain these queries as keywords create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords

 

lower the budget for all of her campaigns that contain these queries as keywords increase the bids for the keywords that include the terms “boat,” “snorkeling,” and “beachside”

 

 

164. 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?

 

• “prescription” and “glasses”
• “drinking” and “glasses”  “wine” and “drinking”
• “glasses” and “wine”

 

 

165. 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
• use Keyword Planner to evaluate how the campaign might perform better on search partner sites
• review the top movers report to see if the campaign is getting more clicks on search partner sites
• evaluate the campaign’s performance on search partner sites vs. display partner sites

 

 

166. What can you learn from attribution reports?

 

• The series of steps customers take after completing a conversion, including information on ads, clicks, and other elements of a campaign
• The series of steps customers take before completing a conversion, including information on ads, clicks, and other elements of a campaign
• Budget usage for all Search campaigns, including limitations and opportunities for more traffic
• The number of conversions the same customer completes after clicking an ad

 

 

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

 

Evaluate the number of clicks the ad accrues per day

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

• Divide the number of impressions the ad gets by its average position
• Divide the number of impressions the ad gets by the number of clicks it gets

 

168. 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?

 

• Try various CPC amounts to determine the average
• Bid across multiple groups to determine the average
• Use bid simulators to see CPC estimates
• Raise your max. CPC to US$3 to cover possible competitive bids

 

 

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

 

• Use the same format and content as you’d use for a laptop ad
• Integrate mobile Flash video ads
• Use a mobile-optimized landing page
• Put your most important information in the second line of ad text

 

170. 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
• The homepage that displays all five types of flowers
• The “Contact Us” page of the site
• The page on the site where users can register as “frequent shoppers”

 

 

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

 

• TRUE
• FALSE

 

172. 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

Set the campaign budget to a 30-day cycle

• Specify the bid amount for each individual campaign
• Try a different automated bid strategy

 

 

173. 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
• We sell dark chocolate
• We Sell Chocolate
• We Sell Dark Chocolate

 

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

 

• Ensure that the pop-ups relate to the search
• Remove all but one of the pop-ups
• Remove the pop-ups
• Ensure that the pop-ups get Sean’s attention

 

175. 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:

 

• http://www.2ndpartytracker.com/keyword=751123&ad={creative}dogtreats
• http://www.dogtreatseasytrackingdestinationURL.com
• http://www.3rdpartytracker.com/rd?keyword=751123&ad={creative}&url= http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog
• trackingkeyworddestinationURL=12345678987654321%dogtreatsredirect

 

 

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

• True
• False

 

 

 

177. 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
• Note the sale end date in the text
• Insert the AdWords clock icon in each ad
• use the “Sale duration” function

 

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

• Receive more conversions while paying more on average per conversion.
• Receive fewer conversions while paying more on average per conversion.
• Receive more conversions while paying less on average per conversion.
• Receive fewer conversions while paying less on average per conversion.

 

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

• Separate them in ad groups with themes like sofa beds, king-size beds, and queensize beds
• Separate them in ad groups based on what she thinks will sell best on the Search vs. the Display Network
• Group them in a single ad group
• Create a new campaign for every bed she sells in her store

 

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

• Enhanced cost-per-click (ECPC)
• Target outranking share
• Target return on ad spend (ROAS)
• Maximize clicks

 

 

181. 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 Planner
• Target CPA Simulator
• Target Bid Simulator
• Keyword Simulator

 

182. 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
• Display Network with Search Select
• Display Network, advanced
• Search Network, advanced

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

 

• Optimize for clicks
• Rotate evenly
• Optimize for conversions
• Rotate randomly

 

184.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
• visited a business’s website from the search results page
• called a similar business from their phone
• saved a business as a contact on their phone

 

 

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

 

• affordable underwater digital camera
• water-proof camera
• camera for use underwater
• underwater camera case

 

186. Each of these are benefits you’d expect from Product Listing Ads except:

 

• better-qualified leads
• more traffic and leads
• ease of targeting without needing keywords
• free listings

 

 

187. 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 US$10, while ads showing in Houston get 70 conversions at a cost of US$1400 and CPA of US$20. If you have a CPA goal of US$12, what bid adjustment would you set for each location?

 

• +40% for San Francisco, -40% for Houston
• +40% for San Francisco, -20% for Houston
• +20% for San Francisco, -20% for Houston
• +20% for San Francisco, -40% for Houston

 

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

 

• write your ad and keywords in Spanish and target the Spanish language
• have Google translate your ad and keyword into Spanish
• in your ad text, make a reference to Spanish speakers
• write your ad and keywords in English and target the Spanish language

 

 

189. Keyword Planner can do all of these things except:

 

• suggest keywords and ad groups that may not have occurred to you
• multiply keyword lists together
• provide Quality Score estimates and validate keywords
• provide historical statistics on search volume

 

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

 

• Manual bid changes
• Historical conversion data
• Test conversions
• Forecast data

 

191. 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 projected maximum cost-per-click (max. CPC)
• The average amount charged each time someone clicks on his ad
• The average amount needed to make the ad appear somewhere on the page
• The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction

 

192. 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?

• Keyword Planner
• AdWords Editor
• AdWords API
• Bid Simulator

 

 

 

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

 

• a page of the top-selling dresses for all seasons.
• a catalog of all dresses available on the website.
• several colors of spring dresses.
• spring dresses, skirts, belts, and shoes.

 

194. 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 both laptop and desktop computers
• An electronic store’s homepage
• A category page containing a variety of laptop computers
• A product page for a desktop computer

 

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

 

• A computer store homepage
• A page showing a tablet
• A page showing laptops
• A page showing both laptops and desktops

 

 

196. 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?

 

• My Client Center (MCC)
• AdWords Application Programming Interface (API)
• AdWords editor
• Automatic cost-per-click (CPC) bidding

 

 

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

 

• Ad spend should always be 7% of revenue, which should be used as the target ROI
• Determine whether the campaigns are profitable, then test different target costper-acquisition (CPA) bid increases to see which maximizes total profit
• The company’s email campaigns are the most profitable, with a cost-per-acquisition of US$15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids
• Decrease the target cost-per-acquisition (CPA) for the campaigns from US$15 to US$10 to drive an increase in profit per customer

 

 

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

 

• The advertiser’s landing page is down for maintenance
• The edited ad is less relevant to the keywords in the ad group
• The advertiser’s budget has been depleted
• The edited ad has a lower conversion rate

 

 

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

 

• Click-through conversions
• Cross-OS conversions
• Cross-through conversions
• Cross-device conversions

 

 

200. Megan enabled target cost-per-acquisition (CPA) bidding in all six of her campaigns. How can she tell if it’s improving her campaign performance?

 

• Compare average CPA and conversion rate before and after using target CPA bidding
• Enable and disable target CPA bidding every other day to observe differences
• Install a new conversion tracking code
• Monitor overall changes in clicks received

 

• 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; the 25-mile radius around the bed and breakfast
• French and English; the 5-mile radius around the bed and breakfast
• English; the United States
• English; southern France

 

 

202. 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
• repeatedly mixed in with the organic search results
• on the second page of Google search results or in the second positions  at the bottom of the every page of search results

 

203. You can add a “+”modifier in front of the words in a broad match keyword to:

 

• specify that someone’s search must include certain words or their close variations
• indicate that this keyword should be dynamically inserted in your ad text
• specify that certain words and their close variants be prioritized
• override a negative keyword with a positive one

 

 

204. Dynamic search ads would be most helpful for:

 

• Websites with hundreds or thousands of products, services, or listings that frequently change.
• Moving an ads position dynamically in whatever direction a users eyes are looking.
• Campaigns that need to reduce exposure on competitive keywords.
• A local restaurant with a dynamically changing menu that offers fresh new entrees every few months.

 

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

• Click the “Automatic keyword refresh” button
• See the suggestions on the Opportunities tab
• See the suggestions on the Keywords tab
• Stick with the current keywords for 2 months to collect enough viable data

 

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

 

• the computer version of the facility’s website as the landing page, and a headline and description text that encourages people to sign up for the facility’s newsletter
• a headline and description text that includes a customer testimonial, and uses the previous visits automated ad extension to let people see when they last visited the client’s website
• the mobile version of the facility’s website as the landing page, and uses an interactive video showing current students and teachers reading together
• a headline and description text that encourages people to sign up for a tour, and uses location extensions so they know where the client’s business is located

 

 

207. Your average bid is 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?

 

• US$13
• US$11
• US$12
• US$14

 

208. The majority of consumers want ads customized to their:

 

• interests and hobbies
• country or nationality
• city, zip code, or immediate surroundings
• age group

 

 

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

• Lower bids on keywords with a low clickthrough rate (CTR)
• Change keyword match types from exact match to phrase match
• Make changes to improve the components of Quality Score
• Review impression share data to identify missed opportunities

 

 

210. AdWords Editor lets users do all of these things except:

 

• simultaneously make edits to multiple accounts online
• keep working while offline
• view statistics for all campaigns
• export and import files

 

 

211. 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?

• Replace his 3 most expensive keywords with lower-priced keywords
• Slightly lower bids
• Choose accelerated instead of standard delivery
• Slightly raise bids

 

 

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

 

• Several links to related websites
• Easy-to-navigate content
• The same programming language across the whole site
• Prominent headlines in several font styles and sizes

 

 

213. 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?

 

• Brand names of your top competitors’ cameras
• Words from headlines on your website, like “electronics” and “sale on cameras”
• General phrases related to photography, like “camera lens” and “camera base”
• Words in your ad text, like model names of digital cameras

 

 

214. 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 help her calculate how often someone clicked on her ad and then converted
• They can help her evaluate how engaging her ad is to potential customers
• They can give her an idea of how often someone clicked on her ad
• They can give her an idea of how often her ad is shown to potential customers

 

215. 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?

 

• Managed placements
• Automatic bidding
• Custom ad scheduling
• Keyword Planner

 

 

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

 

• Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign
• Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions
• Create 1 campaign and apply target search page location bidding to drive visibility and reservations
• Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA

 

 

217. An advertiser enables target cost-per-acquisition (CPA) bidding and notices that conversions decrease. What might cause this?

 

• The target CPA bid was higher than the recommended amount
• The target CPA bid was lower than the recommended amount
• The conversion tracking code snippet was not added to the site
• The cost-per-click (CPC) bid was lower than the recommended amount

 

218. 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
• Setting up automated conversion rules for both accounts
• Combining the accounts for streamlined reporting
• Using multiple conversion code snippets with single-account conversion tracking The correct answer is:
• Using 1 conversion code snippet with cross-account conversion tracking Explanation: If you have multiple AdWords accounts, you can track conversions across all of those accounts—hundreds of accounts, if you’d like—using a single conversion code snippet (also called a “tag”). This is possible with cross-account conversion tracking.

Read more here: https://support.google.com/adwords/answer/3030657?hl=en

 

219. You’re working on the bidding strategy for a Search Network campaign. If the cost-perconversion 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 the campaign
• Decrease the mobile bid adjustment for the campaign
• Increase the number of mobile-optimized text ads
• Decrease the number of mobile-optimized text ads The correct answer is:
• Increase the mobile bid adjustment for the campaign

Explanation: Use mobile bid adjustments to show your ad more or less frequently for searches that occur on mobile devices

Read more here: https://support.google.com/adwords/answer/2732132?hl=en

 

220. 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
• Average position metric from the top mover report
• Ad average position metric from the paid and organic report
• Ad group data that you customize with the report editor

The correct answer is:

• Top of page rate metric from the Auction insights report

Explanation: The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you make strategic decisions about bidding and budgeting choices by showing you where you’re succeeding and where you may be missing opportunities for improved performance. The Auction insights report is available for both Search and Shopping campaigns.

Read more here: https://support.google.com/adwords/answer/2579754?hl=en

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

• Increase the number of keywords in each ad group
• Increase her maximum cost-per-click (max. CPC) bid
• Use the Shopping ad format
• Add the location extension to her ad

The correct answer is:

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

Explanation: Increasing max. cpc will help to increase impression share. It will ultimately create higher opportunities for the sales. I didn’t find any suitable answer from Adwords tutorial. Though, the 3^rd and 4^th could be the right answer but the 2^nd one seems me the closest.