*Disclaimer: All questions below are from live exams within the month of January- April 2018. Using these answers resulted in minimum 80%-90% on the test, so they are not all correct (or I went too fast). Double check your answers when taking the exam!

Which AdWords feature would be most effective for preventing their search ads from appearing at night and on weekends?

Managed placements
Automatic bidding
Custom ad scheduling
Keyword Planner

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

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

True or false: Shopping Ads use Merchant Center product data to decide how and where to show.

True
False

The format of a Shopping 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

You can use target cost-per-acquisition (CPA) bidding to help:

get as many conversions as possible within your budget
get as many conversions as possible within a flexible budget range
get as many clicks as possible within your budget
generate more clicks than manual bidding would generate

What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time it’s eligible to appear?

Manual bid changes
Forecast data
Historical conversion data
DTest conversions

An advertiser gets more conversions from ads that appear to people in Paris. What should this advertiser do to try and increase the number of conversions?

Change the zip code in the AdWords account.
Set a location bid adjustment.
Show ads only on the Search Network.
Set a language bid adjustment.

Local Google+ pages created on Google My Business can be:

physical locations or mobile applications.
entered into their own ad auction.
location extensions in AdWords.
conversions in AdWords.

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

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

You’re working on the bidding strategy for a Search Network campaign. If the cost-per-conversion for mobile is lower than for desktop, how might you optimize the bidding strategy to increase the number of conversions?

Increase the mobile bid adjustment for 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

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

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

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

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

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

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

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

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

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

The majority of consumers want ads customized to their:

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

Your average bid is £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?

£13
£11
£12
£14

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

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

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.

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

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

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

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

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

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 cost-per-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 £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 £15 to £10 to drive an increase in profit per customer

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.

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

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

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

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

Data shows that your client’s ad that appears to people in San Francisco gets 120 conversions at a cost of £1200 and cost-per-acquisition (CPA) of £10, while ads showing in Houston get 70 conversions at a cost of £1400 and CPA of £20. If you have a CPA goal of £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

Each of these are benefits you’d expect from Shopping Ads except:

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

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

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

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

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

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

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 queen-size 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

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.

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

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

True
False

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

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

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

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

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

TRUE
FALSE

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

You have a budget of £75 per day for your client’s Search campaign, and you’d like to set a maximum cost-per-click (max. CPC) bid of £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 £3 to cover possible competitive bids

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

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

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

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”

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”

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

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 Books
Buy flower books

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.

You have a maximum cost-per-click (max. CPC) bid of £2 for a keyword. To determine the prospective impact of raising this bid to £3, you could use:

Bid Simulator
Portfolio Simulator
CPC Simulator
Keyword Simulator

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

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 £1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?

£1.70
£1.80
£2
£2.80

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

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

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

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

Category editor
Bulk edits
Campaign editor
Revision tool

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 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

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

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.

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

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”

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.

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

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)

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

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

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

If your campaign’s daily budget is £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

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

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

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

You manage 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

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

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

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

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

If you choose a target cost-per-acquisition (CPA) of £15, AdWords will automatically adjust your bids to try to get as many conversions at what amount, on average?

£18
£45
£30
£15

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

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!”

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

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

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.

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

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

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

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 Shopping Ad format

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

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 £0.40 and the bid multiplier is -25%. How much is the advertiser bidding for that time period?

£0.30
£0.03
£0.32
£0.31

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

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

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

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

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

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

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%

The strategic use of different marketing channels affects:

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

The strategic use of different marketing channels affects:

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

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

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”

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

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.

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

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

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

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

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

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

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

“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

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.

Intergalactic Teleportation Inc uses AdWords to generate leads for their sales team. Leads are tracked by Conversion Tracking via a Contact Sales form. The sales team converts 10% of leads into deals. For each deal an additional 15% of business is gained from word-of-mouth. Which formula best describes value-per-conversion?

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

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.

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.

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

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.

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

Ad group
Keyword
Campaign
Account

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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

Which can be specified at the campaign level?

Destination URLs
Billing preferences
Ad text
Network distribution

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)

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.

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.

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.

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.

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.

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.

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.

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

Billing
Opportunities
Campaigns
My account

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

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.

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.

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.

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

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

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.

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.

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], , or [compare].
Negative match keywords such as -review or -comparison.

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.

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.

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

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.

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.

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.

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

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

Campaign level
Keyword level
Account level
Ad level

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.

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.

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.

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

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.

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.

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.

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

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

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

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.

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

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

Which AdWords feature is compatible with Conversion Optimizer?

Separate Display Network bids
Advanced Ad Scheduling
Enhanced CPC
Ad Extensions

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 profit-per-customer.”
Pete: “Let’s start by verifying our campaign is profitable, then test different CPA targets to find which maximizes total profit.”

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)

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

Which approach to bidding is best suited to maximize profit?

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

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.

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.

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

Managed placements
Automatic bidding
Custom ad scheduling
Keyword Planner

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.

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

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

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
Forecast data
Test conversions

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.

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

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

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

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

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.

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.

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.

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