Google Adwords Fundamental Exam Answers with Explanations

One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

AdWords automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results
Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies
To show an ad more often, AdWords charges more than the average daily budget amount multipled by 30.4
Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

Explanation: When your ads are shown more often, your total daily cost might be up to 20% more than your average daily budget. However, you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4).

Read more here: https://support.google.com/adwords/answer/2375423?hl=en

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

See how your ads performed when triggered by actual searches
See how often your ads rank higher in search results than those of other advertisers
See if people reach your client’s website via ads or organic search results
See which campaigns have the biggest changes in clicks, costs, and conversions

Correct answer is:

See how your ads performed when triggered by actual searches

Read more here: https://support.google.com/adwords/answer/3097241?hl=en

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

Repeat the keyword as many times as possible in the ad text.
Delete the keyword and add the keyword to the campaign again
Modify the ad associated with that keyword to direct to a highly-relevant landing page
Increase the daily budget for the campaign in which the keyword is located

Correct answer is:

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

Explanation: It’s time to identify poor-performing keywords and make them work harder for you. You’ll want to improve the relevance of your keywords to help boost their Quality Scores, or modify the match type for ones that aren’t helping you meet your advertising goals, or delete duplicate keywords in your account. You can also filter your performance data to find lowperforming keywords.

Read more here: https://support.google.com/adwords/answer/2453976?hl=en

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

Extensions increase your reach by showing your ad on more advertising networks
Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent
Extensions provide additional information to make your ads more relevant to customers
Extensions are automated so you don’t have to create your ads

Correct answer is:

Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent

Explanation: Better return on investment: Extensions can help improve the clickthrough rate (CTR)of your ads. More clicks means more customer traffic.

Read more here: https://support.google.com/adwords/answer/2375499

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

create additional AdWords accounts for low-performing keywords
create duplicate ad groups with identical keywords and different ad variations
compare campaign performance to that of individual competitors
determine if campaigns are meeting overall marketing and conversion goals

Correct answer is:

determine if campaigns are meeting overall marketing and conversion goals

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

“Search Network with Display Select”
“Shopping”
“Search Network only”
“Display Network only”

Explanation: Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising.

Read more here: https://support.google.com/adwords/answer/3437721?hl=en

Data shows that the audience for a client’s running shoe store is women ages 35 to 50.

How can you optimize this client’s Display Network campaign based on your research?

Use frequency capping to limit the number of times men ages 40 to 65 see your client’s ads
Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
Add demographic and age targeting to show ads to people in this audience
Set up a remarketing list to show ads to women who have previously visited your client’s website

Read more here: https://support.google.com/adwords/answer/2580383?hl=en

Cliff just started working with a client who has a very disorganized AdWords account.

What’s an effective way for him to begin restructuring his client’s account?

Create multiple campaigns, each with a set of related keywords
Create campaigns based on the structure of his client’s website
Create one campaign with a broad selection of keywords
Create one campaign for all the products his client offers

Explanation: With AdWords, you’ll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offering, like a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location.

One effective approach is to organize your campaigns to reflect the structure of your website. This allows you to create campaigns around specific themes or products. For example, an electronics retailer might create campaigns for specific product categories, such as televisions and cameras.

Read more here: https://support.google.com/partners/answer/6172648?hl=en

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

Improve Quality Score and increase cost-per-click (CPC)
Decrease cost-per-click (CPC) and increase daily budget
Decrease cost-per-click (CPC) and decrease daily budget
Improve Quality Score and decrease cost-per-click (CPC)

Explanation: Your ad’s position on the page is determined by your bid, the components of Quality Score(expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.

Ads at the top of a page generally have the following qualities:

High relevance: The ad text and landing page are relevant to a person seeing your ad.
Good performance over time: The ad consistently generates clicks.
Competitive bids: The ad’s bid is competitive with other advertisers and exceeds the top of page bid estimate.

Read more here: https://support.google.com/adwords/answer/1722087?hl=en

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

Google’s Search Network will help her target people who are more likely to download her app
She can use keywords like “mobile app” to target people who are more likely to download her app
Google’s Display Network includes many mobile apps where she could show her ad
She can use mobile app extensions to reach users in apps

Read more here: https://support.google.com/adwords/answer/2472719#apps

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

create a different ad for each keyword
create multiple ads for each keyword
only create one ad that’s relevant to all keywords
create ads that are relevant to all keywords

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

Use target search page location to help get your client’s ads to the top of mobile search page results
Set a mobile bid adjustment to increase bids for searches on mobile devices
Set a mobile bid adjustment to decrease bids for searches on computers and tablets

Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices

Explanation: Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a mobile device, at a certain time of day, or from a specific location.

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

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

measures trends relating to the search terms people have used before seeing your ad
focuses on getting customers to complete an online purchase
shows you which ads lead to customer actions that have value for your business
automatically gives you personal details about the people who convert

Explanation: Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads — whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you’ve defined as valuable, these customer actions are called conversions.

Read more here: https://support.google.com/adwords/answer/1722022?hl=en

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

Use Display Campaign Optimizer to identify new keywords
Only include exact match keywords
Only use Keyword Planner to identify new keywords

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

Include keywords that are related to the websites your customers visit

Explanation:Choosing keywords for a Display Network campaign is about connecting your ads with people most likely to be interested in your business. Based on what you know about your customers, pick keywords that would you imagine would appear on websites your customers would visit.

Read more here: https://support.google.com/adwords/answer/2453986?hl=en

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

Create multiple ad groups that target different devices, and monitor the results
Set up an experiment to test which device he should target
Create multiple campaigns that target different devices, and monitor the results
Segment his campaign statistics table by device

Explanation:A category (like ad type or day of the week) that you can add to your campaign’s tables and charts in order to organize your performance data around that criteria.

Read more here: https://support.google.com/adwords/answer/2370266?hl=en [review]

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

Create a campaign with ads and keywords written in French
Create a campaign targeting Paris and languages other than French
Create a campaign targeting French and regions other than Paris
Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

Read more here: https://support.google.com/adwords/answer/1722078?hl=en [review]

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

Landing page experience
Maximum cost-per-click (max. CPC) bid

Ad relevance

Expected clickthrough rate (CTR) answer is:

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

Read more here: https://support.google.com/adwords/answer/2454010?hl=en [review]

An advertiser should group their campaigns by:

type of product or service
number of keywords
maximum cost-per-click (CPC) bids
number of ad groups per campaign

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. You can even add keyword-specific URLs to improve the quality and relevance of your ads in your account.

Read more here: https://support.google.com/adwords/answer/2375470?hl=en

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

How much you’ve spent on the campaign compared to the value of leads generated
You can’t calculate return on investment for campaigns that are focused on online leads
The percentage of budget spent compared to how many forms were completed
The number of clicks your ad received divided by the number of times it showed

Read more here: https://support.google.com/adwords/answer/14090?hl=en

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

reach customers browsing websites related to your business
reach customers while they’re searching for your products or services choose the types of websites where you want your ads to show

choose from a range of ad formats, like video and image ads

Explanation: The Google Search Network is a group of search-related websites or apps where your ads can appear. When you advertise on the Google Search Network, your ad can show next to search results when someone searches with terms related to one of your keywords.

Read more here: https://support.google.com/adwords/answer/1722047

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

AdWords only shows an ad for keywords with proper spelling and plural forms
Your keyword list would be disapproved based on Google’s advertising policies
AdWords can automatically include these variations for you
Broad match includes the exact words and phrases a user searches for

Explanation: Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemming (such as floor and flooring), related searches, and other relevant variations.

Read more here: https://support.google.com/adwords/answer/2407779?hl=en

An advertiser has decided that they want to spend $608 per month for their campaign.

How would you recommend they set their budget in their AdWords account?

Set a daily budget of $20 for the advertiser’s campaign
Set a bid of $20 per ad group
Set a daily budget of $20 for the advertiser’s account
Set a bid of $20 for the advertiser’s campaign

Explanation:With AdWords, you choose a daily budget for each campaign based on your advertising goals and the general amount that you’re comfortable spending each day.

Read more here: https://support.google.com/adwords/answer/2375420?hl=en-GB

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

Cost-per-thousand impressions (CPM)

Cost-per-acquisition (CPA)

Automatic cost-per-click (CPC)
Manual cost-per-click (CPC)

Explanation: Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business.

Read more here: https://support.google.com/adwords/answer/2979071

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

AdWords policies can help web user distinguish between ads and search results
AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
AdWords policies can keep disapproved ads and websites out of organic search results  AdWords policies can help keep ad costs low and affordable for advertisers

Explanation: All AdWords ads go through an approval process to ensure the ads are safe and appropriate for users. Every time you create a new ad or make changes to an existing ad, it will automatically be submitted for review to ensure that it follows Google’s advertising policies.

Read more here: https://support.google.com/adwords/answer/6316?hl=en

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

“Shopping”
“Search Network only – All features”
“Search Network only – Standard” “

Explanation:With a Display Network only campaign, your ads can show throughout the Google Display Network. This campaign type works by matching your ads — including text, image, rich media, and video ads — to websites and other placements, like YouTube and mobile apps, with content related to your targeting.

Read more here: https://support.google.com/partners/answer/6123890?hl=en [review]

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

Mobile bid adjustments
Target return on ad spend (ROAS)
Target search page location flexible bidding strategy
Cost-per-acquisition (CPA)

Explanation:Just as with desktop AdWords campaigns, mobile campaigns use bidding and targeting to determine where and when your ads show up. A click may be worth more to you if it comes from a mobile device or a specific location, or at a certain time of day. By setting bid adjustments, you can increase or decrease your bids to gain more control over when and where your ad is shown.

Read more here: https://support.google.com/partners/answer/6209121?hl=en

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

Pause your clients’ campaigns and recreate them in your manager acccount
Use your clients’ sign-in information to access and manage the accounts
Link the client accounts to your My Client Center (MCC) manager account
Consolidate the 3 accounts into a new AdWords account you create

Read more here: https://support.google.com/partners/answer/6139186?hl=en [review]

You can use Display Planner to:

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

Explanation: Display Planner shows you the potential reach and cost of targeting ideas to help you plan your Display Network campaigns. The forecasts can help you understand how your ad groups could perform and historical costs can guide you to the ideas that are within your budget. Read more here: https://support.google.com/adwords/answer/3056115?hl=en [review]

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

“Display Network only – All features”
“Display Network only – Remarketing”
“Search Network with Display Select – All features”
“Search Network only – All features”

Read more here: https://support.google.com/adwords/answer/3437721?hl=en

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

Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment
Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
Add call extensions to the client’s ads and monitor performance with the top vs. other segment
Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

Explanation: Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls.

Read more here: https://support.google.com/adwords/answer/2453991?hl=en

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

traffic estimates for placement ideas
historical conversion rate estimates for your keyword and placement ideas
historical cost-per-click (CPC) estimates for your keyword and placement ideas  traffic estimates for your keyword ideas

Read more here: https://support.google.com/adwords/answer/3056153?hl=en

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

The profit derived from a paid click
The bids of the next closest competitor
The cost of the bid
The Quality Score of the keyword

Explanation: How do you know what CPC to set? You can figure this out based on what you know about your business and the value of a sale. For example, if you sell US$5,000 diamond rings, one new customer is probably worth more than if you sell US$0.99 packs of gum.

Read more here: https://support.google.com/adwords/answer/2464960?hl=en [review]

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

AdWords budgets can only be set once annually and require a fixed commitment
Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive
Online campaigns generate clicks, whereas other channels generate exposure
Budgets cannot be applied to online campaigns due to constant changes in traffic

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

Clickthrough rate (CTR)
Converted clicks
Impressions
Conversion rate

Read more here: https://support.google.com/adwords/answer/2615875?hl=en

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

Create new ad groups with several keyword match types
Create new ad groups with related keywords grouped together
Remove half of the keywords from the ad group
Create one ad group for every five keywords

Explanation: Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.

Read more here: https://support.google.com/adwords/answer/6298?hl=en

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

Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
Use the top movers report which campaigns have seen the biggest change in clicks since last month
Use the paid & organic report to show when his website appears in organic search, with no associated ads
Use the Search term report to show which search terms lead to the most clicks on his ads

Explanation: The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are.

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

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

Karen’s ads often show below her organic results for the search query
People who see Karen’s site in relevant organic search results often click through to her site
Karen’s ads don?t often show for the search query
Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’

Explanation: The new paid & organic report provides a holistic view of your text ad stats and organic listings at the query level, letting you analyze strengths and gaps in your overall search presence.

Read more here: https://support.google.com/adwords/answer/3097241?hl=en [review]

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

Use a location bid adjustment to increase bids for customers in Tokyo
Create a separate ad group to target ads and bids for Tokyo
Use the user location view to understand if people who click your ads are located in Tokyo
Refine where your ads show by adding the keyword “Tokyo”

Explanation:Use location bid adjustments to show your ad more or less frequently to customers in certain countries, cities, or other geographic areas.

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

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

Keywords
Placements
Website
Ad text

Explanation:When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person’s search terms, as well as your keyword match types. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads.

Read more here: https://support.google.com/adwords/answer/6323?hl=en [review]

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

Maximize clicks
Enhance cost-per-click (CPC)
Target return on ad spend (ROAS)
Target search page location

Explanation:Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. That helps you get more value from your ad budget.

Read more here: https://support.google.com/adwords/answer/2464964?hl=en [review]

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

Specific terms about the benefits of running

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

Generic terms about running and running shoes
Generic terms about different types of women’s shoes

You can use Keyword Planner to identify:

the number of negative keywords you should add
the amount of traffic potential keywords you might get
which text ads are performing best based on your keywords
webpages where your ad can appear based on your keywords

Explanation:A tool that provides keyword ideas and traffic estimates to help you build a Search Network campaign.

Read more here: https://support.google.com/adwords/answer/3114286?hl=en [review]

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

the daily budget you’ve set
your historical conversion rate
the expected impact of extensions and other ad formats
the search ranking of your website

Explanation: A value that’s used to determine your ad position (where ads are shown on a page) and whether your ads will show at all. Ad Rank is calculated using your bid amount, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.

Read more here: https://support.google.com/adwords/answer/1752122?hl=en [review]

A standard AdWords text ad is made up of:

a display URL and description text
a headline, image, and description text
a headline and description text
a headline, a display URL, and description text

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

Your ads only show on the first page search results
You can pick the exact websites where you want your ad to show
You can use one budget to advertise on the Search Network and Display Network  Your video ads can run on the Search Network

Each campaign in your AdWords account should have a single:

maximum cost-per-click (max. CPC) bid
landing page
business goal
ad group

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

App promotion ads
Product Listing Ads
Image ads
Sitelink extensions

Explanation: If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads. Read more here: https://support.google.com/adwords/answer/2454022 [review]

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

AdWords will automatically match each ad to the keywords it’s most relevant to
Ads are only eligible to show ad extensions if there are more than one ad in that group
Ads are only eligible to show at the top of the page if there are more than one ad in that ad group

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

Explanation: A preference that determines which ad in your ad group should show (when you have multiple ads). Ad rotation settings are helpful because they give you the ability to request how your ads are shown. For example, you can request to have your successful ads show more often or indicate that you’d like your ads to be shown more evenly.

If you have more than one ad in your ad group, Google will rotate which ad shows depending on your ad rotation setting.

Read more here: https://support.google.com/adwords/answer/112876?hl=en [review]

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

Jim, who wants to reach people on social networks interested in poetry
Suzy, who wants to reach people browsing travel websites about China
Bill, who wants to reach people looking for plumbing services
Carol, who wants to reach people watching YouTube videos

What does “converted clicks” measure?

The total number of clicks within your chosen conversion window
The total number of conversions divided by the total number of clicks
The total number of clicks that led to a conversion
The percentage of clicks that led to a conversion

Explanation: The “Converted clicks” column shows you the number of AdWords ad clicks resulting in one or more conversions within your chosen conversion window.

Read more here: https://support.google.com/adwords/answer/1722022?hl=en

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

show ads when someone searches for dance classes
match his ad text to what people are searching

pick the most popular keywords for his campaign show ads on dance websites and YouTube videos

Read more here: https://support.google.com/adwords/answer/2456100?hl=en [review]

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

Negative match keywords
Broad match keywords
Exact match keywords
Phrase match keywords

Explanation: A keyword setting that allows your ad to show only when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword. The exact match keyword “bicycle bell” can cause your ad to show only if someone searches for “bicycle bell” or close variations of “bicycle bell” exactly, with no other words.

Read more here: https://support.google.com/adwords/answer/2407781?hl=en [review]

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

Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
Use a balanced combination of broad-, exact-, and phrase-matched keywords
Add display ads and affinity audiences targeting people interested in green living and beauty
Target large metropolitan areas where people are more likely to encounter her product

Explanation: Select from these audiences to reach potential customers at scale and make them aware of your business.

These audiences were built for businesses currently running a TV ad who would like to extend the reach of a TV campaign to an online context for an efficient price.

Read more here: https://support.google.com/adwords/answer/2497941?hl=en [review]

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

Improve the ad quality and increase bid amount

Add more keywords and increase daily budget

Improve Quality Score and decrease bid amount

Make the ad headline longer and more descriptive

Explanation: Ad position is determined by your Ad Rank in the auction. Your Ad Rank is a score that’s based on your bid, the components of Quality Score(expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats. If you’re using the cost-per-click bidding option, your bid is how much you’re willing to pay for a single click on your ad

Read more here: https://support.google.com/adwords/answer/1722122 [review]

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

Reach and frequency data
Cost-per-thousand-impressions (CPM) bidding
Call extensions
Placement targeting

[review]

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

reach people who are interested in similar products
use text ads that encourage people to call her business
use text ads that encourage people to visit her website
reach people who are searching for her products

in-market audiences: Select from these audiences to find customers who are researching products and actively considering buying a service or product like those you offer. In-market audiences are available to advertisers in all AdWords languages.

Read more here: https://support.google.com/adwords/answer/2497941?hl=en [review]

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

a user’s browser setting
a user’s Google interface language setting

the language of websites a user visits most often a user’s operating system language

Explanation: Your ads can appear for customers who use Google products and third-party websites in the languages that your campaign targets. This helps ensure that your ads will appear on sites that are written in the language of the customers you’d like to reach.

Example:

Let’s say you sell coffee beans online, and you want to target Spanish-speaking customers. You set up an AdWords campaign targeted to the Spanish language, with Spanish ads and keywords. As long as your customers’ Google interface language settings are set to Spanish, your coffee ads can show when your Spanish language customers search for your keywords. Keep in mind that if your customers searched in Spanish but their Google interface language settings were set to English, your ads wouldn’t show. That’s why targeting all languages might be helpful.

Read more here: https://support.google.com/adwords/answer/1722078?hl=en

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

Seller ratings
Location extensions
Sitelink extensions
Previous visits extensions

Explanation: Benefits of Location extension

Location extensions encourage people to visit you in person.
You can add multiple addresses 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.

Read more here: https://support.google.com/adwords/answer/2404182?hl=en

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

Placements
Audiences
Keywords
Topics

Explanation: Locations on the Display Network where your ad can appear. Examples include relevant websites and apps that partner with Google to show ads.

Read more here: https://support.google.com/adwords/answer/53215?hl=en [review]

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

A page with information on instrument rentals and a contact form
His homepage, with links to instrument sales, rentals, and music lessons
A page with information on music lessons and a contact form
A page with a wide selection of instruments for sale

Explanation: Your landing page experience is one of several factors that helps determine a keyword’s Quality Score. The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.

Read more here: https://support.google.com/adwords/answer/14086?hl=en

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

Send users to a video-based landing page
Send users to a mobile-friendly landing page
Avoid using ad extensions
include your phone number as your display URL

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

Dynamic Search Ads
Ecommerce tracking
Remarketing
Conversion tracking

Explanation: Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.

Read more here: https://support.google.com/adwords/answer/2454000?hl=en

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

It lets people who see your ad get directions to your store on Google Maps
It allows you to show your ad on app categories that you choose
It encourages people using mobile devices to install your app
It directs people to your online store to purchase your products

Explanation:AdWords helps create your app install ads based on your app icon and reviews, and these ads take people straight to the app store to download your app.

Read more here: https://support.google.com/adwords/answer/6309936?hl=en&rd=1 [review]

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

Undo and redo multiple changes while editing his campaigns
Refresh data to reflect the latest statistics on his cost-per-click (CPC) campaign
Mange, edit, and view multiple accounts at the same time
Copy or move items between ad groups and campaigns

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

Increase the maximum cost-per-click (CPC) bid
Change the ad delivery method from “Accelerated” to “Standard”
Lower the daily budget amount
Pause the campaign to stop showing ads and accruing costs “

Explanation: Accelerated delivery is likely to use up your campaign’s daily budget early in the day. This is because accelerated delivery shows your ads until your budget is reached. “Standard delivery” is more optimized, which means that the delivery of your ads is spread more evenly throughout the day.

Read more here: https://support.google.com/adwords/answer/2375418?hl=en [review]

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

Monitor reach and frequency data
Run a keyword diagnosis
Segment performance statistics by time
Run a search terms report

Explanation: Use time segments (such as hour of the day or specific months) to isolate changes in your performance. For example, if you segment your data according to the day of the week and find that your ad performance is dramatically different on Saturdays, you can modify your bids to account for the change in user behavior.

Read more here: https://support.google.com/adwords/answer/2370266?hl=en [review]

What’s one benefit of creating multiple ad groups?

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

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

Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website.

Read more here: https://support.google.com/adwords/answer/2375404?hl=en [review]

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

reach customers browsing websites related to your business
reach customers while they’re searching for your products or services
choose the types of websites where you want your ads tos how
choose from a range of ad formats, like video and image ads

Read more here: https://support.google.com/adwords/answer/2497941?hl=en [review]

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

based on how much your product is worth
50% of how much your product is worth
the same amount as the profit generated by your product
the same amount as the revenue generated by your product

[review]

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

Add the terms as exact match keywords
Add the terms as phrase match keywords
Add the terms as negative keywords
Add the terms as keywords

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.

Read more here: https://support.google.com/adwords/answer/105671?hl=en [review]

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

“Display Network only – All features”
“Search Network with Display Select – All features”
“Display Network only – Remarketing”
“Search Network only – All features”

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

. All other things being equal, if you’ve set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you’d pay for that click?

Explanation: For ads on the Search Network, the minimum Ad Rank required for ads above search results is generally greater than the minimum Ad Rank required for ads beside search results. As a result, the actual CPC when you appear above search results could be higher than the actual CPC if you appear beside search results, even if no other advertisers are immediately below you. Although you may pay more per click, top ads usually have higher clickthrough rates and may allow you to show certain ad extensions and other features available only in top ad positions.

As always, you’re never charged more than your max. CPC. bid.

Examples:

If 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.

Read more here: https://support.google.com/adwords/answer/6297 [review]

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

they perceive her products
likely they are to become a regular customer
they interact with her website
likely they are to click her ads

Explanation: GA will show you details about acquisition, behavior and conversions to layer on to what you’ll see in AdWords.

Read more here: https://support.google.com/adwords/answer/6168606?hl=en

[review]

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

Ads in that campaign will stop showing for the rest of the billing cycle
Average cost-per-click (CPC) bids will be lowered
Your budget is automatically adjusted
Ads in that campaign will show less often than they could

Explanation: If you have a limited budget, you want to make the most of every cent you spend on your advertising campaign. When your budget is limited, your ad might not show as frequently as you’d like — or might not show at all.

Read more here: https://support.google.com/adwords/answer/2375418?hl=en [review]

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

Cost-per-view (CPV)
Cost-per-thousand-impressions (CPM)
Cost-per-click (CPC)
Cost-per-acquisition (CPA)

Explanation:Target CPA is an automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. T

Read more here: https://support.google.com/adwords/answer/6268632?hl=en&rd=1 [review]

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

Include call-to-actions, such as “Find the nearest location”
Information about Italian food in the description
Use the same headline and description as other advertisers
An exclamation point in the display URL

Read more here: https://support.google.com/adwords/answer/1704392 [review]

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

organizing potential placements into ad groups
suggesting landing pages for your ads
multiplying keyword lists together
creating new ads based on your keywords

Explanation: You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.

Read more here: https://support.google.com/adwords/answer/2999770?hl=en [review]

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

Remarketing
Keywords
Topics
Placements

Explanation: Topic targeting allows your ads can to appear automatically on any sites with related content on the Google Display Network.

Read more here: https://support.google.com/partners/answer/2769377?hl=en [review]

Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?  Make sure the landing page is closely related to the ad

Increase the average daily budget for the campaign
Broaden the list of keywords to reach more potential customers
Increase the cost-per-click (CPC) bid for low-performing keywords
Make sure your landing page is directly relevant to your ad text and keyword.
Provide useful information on your landing page about whatever you’re advertising.
Try to offer useful features or content that are unique to your site.
Transparency and trustworthiness

Read more here: https://support.google.com/adwords/answer/2404197

[review]

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

keywords match that webpage’s content
ad text matches that webpage’s content
landing page matches that webpage’s content
website matches that webpage’s content

Explanation:Google’s system analyzes the content of each webpage to determine its central theme, which is then matched to your ad using your keywords and topic selections, your language and location targeting, a visitor’s recent browsing history, and other factors.

Read more here: https://support.google.com/adwords/answer/1726458?hl=en [review]

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

The minimum needed to hold your ad position or 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
The minimum needed to hold your ad position but never less than 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
The minimum needed to hold your ad position but never more than 120% of your maximum cost-per-click (max. CPC) bid, whichever is greater
The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit

Explanation: Actual CPC is often less than max. CPC because with the AdWords auction, the most you’ll pay is what’s minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.

Read more here: https://support.google.com/adwords/answer/6297?hl=en [review]

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

creating ads that include terms or phrases people are searching for
creating relevant ads and keywords, but not using ad extensions
creating ads that link to a generic landing page
creating relevant keywords and ads, and using ad extensions

Explanation: Ad position is also influenced by the expected impact from ad extensions and other ad formats, such as sitelinks. This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other.

Read more here: https://support.google.com/adwords/answer/6300?hl=en [review]

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

Replace the existing landing page with the new one and compare this month’s data to last month’s
Run a Campaign Experiment on the existing campaign that switches between both landing pages
Create another ad group for the new landing page and compare the two ad groups
Create another campaign for the new landing page and compare the two campaigns

Explanation: AdWords Campaign Experiments allow you to test changes to your account on a portion of the auctions that your ads participate in.

Read more here: https://support.google.com/adwords/answer/2385204?hl=en [review]

Higher Quality Scores typically lead to:

higher costs and lower ad positions
lower costs and better ad positions
less overall impressions
faster delivery of daily budget

Read more here: https://support.google.com/adwords/answer/2454010?hl=en

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

Broaden his keyword list for ads with the lowest clickthrough rate (CTR)
Add new relevant keywords and remove keywords with low clickthrough rate (CTR)
Increase bids for ads with the lowest average position and clickthrough rate (CTR)
Increase bids on relevant keywords with low clicks and clickthrough rate (CTR)

Which is a benefit of advertising online with Google AdWords?

Advertisers can choose how much they spend and only pay when someone clicks their ad
Advertisers can choose how many times their ad should show during the day
Advertisers pay the same amount every time someone clicks their ad
Advertisers can pay to always show their ad above the organic search results

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

the number of relevant Display Network placements
their campaigns daily budget recommendations
the clickthrough rate (CTR) of their ads
the amount of impressions served

Read more here: https://support.google.com/adwords/answer/105671?hl=en

[review]

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

Accelerated ad delivery
Higher average cost-per-clicks (CPCs)
Fewer sites targeted at once
Missed potential ad impressions

Explanation: AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions

Read more here: https://support.google.com/adwords/answer/2375418?hl=en [review]

Which is a benefit of advertising online?

Reach people who are likely interested in what you’re advertising
Automatically collect information about potential customers
Increase your position in organic search results
Make money by showing ads on your website

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

Test different cost-per-click (CPC) bids
Test only one version of your ad text
Lower the cost-per-click (CPC) bids and increase the budget
Delete keywords that are generating the most clicks

Nadia manages a local gym and is running an ad to drive more free trial memberships.

What could she include in her ad text?

A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
A call-to-action like “Visit our gym now”
Add a promotion like “20% off fitness classes”
Add a call-to-action like “Sign up for a free trial”

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

Number of clicks on her ads and costs to produce her purses
How many times her ads have been viewed and clicked on
Number of clicks on her ads and revenue they generated
Costs to produce her purses and revenue generated from her ads

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

CPC bids are effectively converted to CPM bids
CPM bids are effectively converted to CPC bids
Ads using CPC bids are not allowed to compete on the Display Network
CPC and CPM bids only compete against bids of the same type

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

Clickthrough rate (CTR)
Average cost-per-click (avg. CPC)
Impressions
Phone call conversions

Explanation: Impressions are important to track in any campaign, no matter what your goals are. But they can be especially important in branding campaigns, because they represent how many customers actually laid eyes on your ad. You might not care whether they ended up buying anything from your site, but you do want them to remember that catchy new slogan you paid big bucks to develop and share with the world.

Read more here: https://support.google.com/adwords/answer/1722064?hl=en [review]

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

sitelink extensions
previous visit extensions
callout extensions
location extensions

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

Generate many clicks and conversions
Generate many impressions and very few conversions
Contain more than two words in the phrase
Contain words that are duplicated in a display campaign

Explanation: For direct response campaigns, the most important metric is cost-per-acquisition (CPA), or cost-per lead, which is primarily impacted by number of clicks the campaign receives and the conversion rate. By refining your campaign targeting options, you can send more qualified traffic to your site – increasing the chances of a visitor becoming a customer.

Include Negative keywords: This will prevent ads from showing on irrelevant themes that may be related to the keywords you are targeting, resulting in more qualified clicks.

Read more here: https://support.google.com/partners/answer/2740636?hl=en [review]

What is a benefit of online advertising with Google AdWords?

Advertisers can identify the Internet Protocol (IP) address of users who are searching for products
Ads can include up to 50 characters for the first three lines of ad text
Ads are displayed to users who are searching for a particular product of service
Advertisers can pay to place their websites in the natural search results

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

Opt specific ad groups into various Google networks
Break up keywords and ads into related themes
Set different budgets for each ad group
Pause specific keywords if they are not performing well

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

Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website.

Read more here: https://support.google.com/adwords/answer/2375404?hl=en [review]

Which AdWords settings are specified at the account level?

A daily budget and a set of keywords and placements
Network distribution preferences and a set of keywords
A unique email address, a password, and billing information
Location targeting, cost-per-click (CPC) bids, and match types

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

Language targeting
Regional targeting
Ad scheduling
Demographic targeting

Explanation: Language targeting allows you to choose the language of the sites that you’d like your ads to appear on. We’ll show your ads to customers who use Google products (such as Search or Gmail) or visit sites on the Google Display Network(GDN) in that same language. Keep in mind that AdWords doesn’t translate ads or keywords.

Read more here: https://support.google.com/adwords/answer/1722078?hl=en

[review]

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

Repeat the keyword as many times as possible in the ad text.
Delete the keyword and add the keyword to the campaign again
Modify the ad associated with that keyword to direct to a highly-relevant landing page
Increase the daily budget for the campaign in which the keyword is located

Read more here: https://support.google.com/adwords/answer/2453976?hl=en [review]

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

ad group level
keyword level
campaign level
account level

Read more here: https://support.google.com/adwords/answer/1722043?hl=en [review]

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

None of these options is correct
Your ad performance on the Display Network does not affect your rank for search ads, so a lower CTR on the Display Network does not affect the Quality score of your ads for search
Your daily budget will be adjusted to account for a drop in CTR and in increase in the CPCs needed to maintain the existing Ad Rank of your search campaigns
Your quality score will be adjusted to reflect the average CTR of both your search and display network campaign performance.

Explanation: Keep in mind, your ad performance on the Display Network does not affect your rank for search ads. And lower CTR on the Display Network doesn’t affect the Quality Score of your ads for search.

Read more here: https://support.google.com/adwords/answer/2454058?hl=en

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

Chrome Browser setting
operating system language
home countrys language
Google interface language setting

Example:

Read more here: https://support.google.com/adwords/answer/1722078?hl=en [review]

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

Accelerated
Optimized
Scheduled
Standard

Explanation: The standard delivery method aims to evenly distribute your budget across the entire day (12 a.m. – 11:59 p.m.) to avoid exhausting your budget early on.

Read more here: https://support.google.com/adwords/answer/2404248?hl=en [review]

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

an ad group specific to the product line with a higher daily budget
additional text ads that specifically feature the product line
a campaign with a separate daily budget specific to the product line
an ad group specific to the product line with targeted ad text

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

Remarketing would be used to automatically target users who had previously visited sites that related to your keywords.
Topic targeting would be used to target all pages about chocolate, regardless of whether your exact keywords appear on the page.
Managed placements would be used to target specific sites you had selected as being important to oyur client.
Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign.

Explanation: Topic targeting allows your ads to be eligible to appear on any pages on the Google Display Networkthat have content related to your selected topics. As content across the Web changes over time, the pages on which your ads appear can change with it. To display your ads on those pages, simply select one or more topics that you find relevant for your ads.

Read more here: https://support.google.com/partners/answer/2769377?hl=en [review]

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

Want fast results?
Free shipping
Best deals- click here
Fast, easy, effective

Explanation: Promotions that are inconsistent with the clear and informational presentation style of the Google Search results are disapproved.

Example: Ads that contain an exclamation mark in the ad headline, ads that use bullet points or numbered lists, ads containing a call to action such as “click here”

Read more here: https://support.google.com/adwordspolicy/answer/6021546?hl=en [review]

How do managed placements on the Display Network work?

Advertisers can guarantee placement on prominent and popular sites.
Advertisers manually select the desired sites on which their ads may appear  Keywords are used to place ads next to content that matches the ad.
Appropriate sites are automatically chosen for the advertiser by the Google AdWords system.

Explanation: A targeting method you can use to specifically choose websites, videos, and apps that are part of the Google Display Network where you’d like to show your ads. Unlike other targeting methods, like keywords or topics where your ads are placed on sites automatically for you (reported in your account as automatic placements), you select managed placements yourself.

Read more here: https://support.google.com/adwords/answer/99502?hl=en [review]

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

All of these answers are correct
Ads cannot contain words that are not directly related to the keyword that the ad is targeting
Ads cannot use exclamation points (!) or question marks (?).
Ads cannot use call-to-action phrases such as “click here” or “See this site”

Read more here: https://support.google.com/adwordspolicy/answer/6021546?hl=en [review]

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

Ads cannot simulate email inbox notifications or fake “friends/crush” requests.
Ads cannot contain that amount of characters
Ads cannot contain the phrase “See more!”  Ads cannot contain exclamation points (!).

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

(Maximum cost-per-click (CPC) bid + Daily Budget) / Quality Score
Maximum cost-per-click (CPC) bid x Quality Score
(Maximum cost-per-click (CPC) bid x Quality Score) / Daily Budget
Maximum cost-per-click (CPC) bid only

Explanation: Ad Rank is calculated using your bid amount, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats

Read more here: https://support.google.com/adwords/answer/1752122?hl=en [review]

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

The new password is now required to access all other Google products with the affected Google Account log-in.
The new password will work for AdWords and the old password will work for other Google products.
The user will need to enable 2-factor authentication in order to access their account from any location
The password will need to be reset separately on other Google products that share the Google Account log-in

Explanation: Changing your password for AdWords will also change the password you use to sign in to all Google products.

Read more here: https://support.google.com/adwords/answer/1704356?hl=en [review]

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

more impressions on the Google Display Network
impressions only on the Google Search Network
a low average cost-per-click (CPC) on Google search.
a low Quality Score on the Google Search Network

[review]

Adding placements to an ad group

negatively affects the Quality Score for search
does not affect the Quality Score for search
improves the Quality Score on Google
improves the Quality Score for search

[review]

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

the quality of your image
the quality of your landing page
the maximum CPC of the keyword that triggered an ad.
your daily budget

Explanation: The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and landing pages triggered by that keyword. Having a high Quality Score means that our systems think your ad and landing page are relevant and useful to someone looking at your ad

Read more here: https://support.google.com/adwords/answer/2454010 [review]

By adding managed placements to a Display Network campaign – you can show your ad:  on webpages where the Smart Pricing feature determines there the ad is likely delivery ROI.

on specific webpages, online video games, RSS feeds, and mobile sites and apps that you select
on webpages where a contextual targeting algorithm identified that is a match between your keywords and a publishers content
on Google owned and operated properties such as Gmail and Google News – that have relevant content for your keywords.

Read more here: https://support.google.com/adwords/answer/99502?hl=en [review]

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

Change the access levels of other users.
Delete the account
Invite others to access the account.
See average cost-per-click (CPC) costs.

Explanation:

In standard access, a user can perform following tasks:

Browse the manager account
View, edit, and manage any part of linked accounts and campaigns
Sign in and run reports for linked accounts
Receive notification emails for linked accounts
Receive emailed reports, if added to email list

Read more here: https://support.google.com/adwords/answer/6139186?hl=en#invite [review]

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

Ads will show when a user searches on the advertisers keywords, but the ads rank will be reduced.
Ads will show each time a user searches on the advertisers keywords, but only during specified time periods
Ads will not show every time a user searches on the advertisers keywords
Ads will never show when a user searches on the advertisers keywords

Explanation: If you choose a daily budget that’s lower than the recommended amount, your ads can still show, but they won’t show for every search. Instead, we’ll spread the delivery of your ad throughout the day so that you don’t exceed your budget. You’ll likely see the status “Limited by budget” next to your campaign, indicating that your ads would be able to appear more often if your budget was higher.

Read more here: https://support.google.com/adwords/answer/25426?hl=en [review]

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

amount an advertiser is required to pay to achieve top ad position
actual amount an advertiser pays for each click on an ad
most an advertiser is willing to pay for each click on an ad
amount an advertiser must pay to outbid competitors

Explanation: A bid that you set to determine the highest amount that you’re willing to pay for a click on your ad.

Read more here: https://support.google.com/adwords/answer/6326?hl=en [review]

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

receive fewer impressions on the Search Network
automatically reset its match type to Broad
earn the ad a higher average position
be more likely to appear in bold when displayed in an ad

Explanation: An estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.

Read more here: https://support.google.com/adwords/answer/140351?hl=en [review]

You can use Display Planner to:

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

Explanation: Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing.

Read more here: https://support.google.com/adwords/answer/3056153?hl=en [review]

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

Sitelinks at the ad group level
Sitelinks with the highest ad rank
Sitelinks related to the query searched
Sitelinks from both the campaign and ad group

By default, an ad group uses the sitelinks of the campaign it’s part of.

If you create one kind of sitelink for an ad group, it will override the same type of campaign-level sitelink.

You can also disable a sitelink for an ad group. This removes any sitelink you created in the ad group and stops any campaign-level sitelink from showing with those ads. In other words, no sitelink of the selected type will show for the ad group.

Read more here: https://support.google.com/adwords/answer/2375416?hl=en

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

Popularity of the website being advertised
Historic average position of each ad
Maximum cost-per-click (CPC) multiplied by Quality Score
How much an advertiser is willing to spend each day

Video: https://www.youtube.com/watch?v=PjOHTFRaBWA

Read more here: https://support.google.com/adwords/answer/1752122?hl=en [review]

What should an advertiser use to organize ad groups?

Common themes
Number of words per keyword
Maximum cost-per-click (CPC)
Location targeting

Explanation: Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.

Read more here: https://support.google.com/adwords/answer/6298?hl=en

Advertisers on Google search accrue cost in AdWords when:

users click on their ads
their ads appear on the Google search page
the user completes a purchase
they register a conversion using Conversion Tracking

Read more here: https://support.google.com/adwords/answer/2375373?hl=en

A primary benefit of location targeting is that advertisers can:

choose to target a specific Google domain
target any combination of countries, territories, and regions
target specific users who have already visited their site
choose to only target websites based in a specific region or territory

Explanation: You can choose locations such as entire countries, areas within a country like cities or territories, or even a radius around a location. AdWords may also suggest related locations that you can choose to target.

Read more here: https://support.google.com/adwords/answer/6317?hl=en [review]

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

Whether your payment method is credit or debit
The number of tracking codes installed on your website
The number of websites on the internet
The volume of traffic available for the keywords you are targeting

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

The keywords in the ad group will be paused
The ads in the ad group will be disapproved due to low Quality Score  The keywords in the ad group will have a lower Quality Score.
The entire campaign will be paused

Explanation: You may end up with a significant drop in Quality Score and Ad Rank because Google Adwords won’t have as much information to determine your landing page experience and relevance. Your ads may show far less often (or not at all) and you may need to significantly increase your maximum cost-per-click bids. Even with higher bids, however, it’s unlikely that your ads would show very often and may not even show at all.

Read more here: https://support.google.com/adwords/answer/2404197?hl=en [review]

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

Automatically adjust your daily budget to serve less ads on Google Display Network pages.
Use data from the Display Network auction to revise the cost of your Search ads
Automatically reduce your cost-per-click bids on the Google Display Network
Send notification that your bids should be adjusted

Read more here: https://support.google.com/adwords/answer/2604607?hl=en [review]

Quality Score and Ad Rank are calculated:

Every time your ad is eligible to serve on a Display Network page
Every time someone does a search that triggers your ad
A few times a day, based on your ad scheduling settings
Every time you change your CPCs within your account

Explanation: Your Ad Rank is recalculated each time your ad is eligible to appear and competes in an auction, so your ad position can fluctuate each time depending on your competition at that moment.

Read more here: https://support.google.com/adwords/answer/1752122?hl=en [review]

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

Include location targeting to narrow the reach of your ads
Include plurals, misspellings, and other variants of your keywords
Include negative keywords to refine your placement
manage your keyword performance at the ad group level

Explanation: On the Display Network, all keywords are considered broad match only. This means that you don’t need to include plurals, misspellings, and other variants of your keywords.

Read more here: https://support.google.com/adwords/answer/2497680?hl=en [review]

Higher Quality Scores typically result in:

higher costs and lower ad positions
lower costs and better ad positions
less overall impressions
faster delivery of daily budget

Ad auction eligibility: Having better quality components typically makes it easier and cheaper for your ads to enter an auction. Our measures of ad quality also help determine whether your ad is qualified to appear at all.

Your actual cost-per-click (CPC): Higher quality ads can often lead to lower CPCs. That means you pay less per click when your ads are higher quality.

Ad position: Higher quality ads lead to higher ad positions, meaning they can show up higher on the page.

Read more here: https://support.google.com/adwords/answer/2454010?hl=en [review]

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

Assign unique keyword URLs to each keyword
Evaluated the site design for improvements
Add negative keywords to the ad group
Add more relevant keywords to the ad group

Read more here: https://support.google.com/adwords/answer/105671?hl=en [review]

Ad groups should be used to:

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

Explanation: Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.

Read more here: https://support.google.com/adwords/answer/6298?hl=en [review]

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

time zone and currency will impact ad position
these cannot be changed once you have set up your account
ads are only served in countries using the same currency as your account
by default, ads are only served in the same time zones as indicated in your account

Explanation: When you create your account, you’ll be asked to choose both a currency type and your time zone. You may change your time zone once, however, you can never change the currency you choose for your account so select these settings carefully. They’re used to determine how you’re billed.

Read more here: https://support.google.com/adwords/answer/1704358?hl=en [review]

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

Frequency capping, daily budget, ad scheduling
Placements, keywords, network targeting
Default bid, position preference, placements
Text ad, keywords, default bid

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