An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords:
A) generate many clicks and conversions
B) generate many impressions and very few conversions
C) contain more than two words in the phrase
D) contain words that are duplicated in a display campaign
What is a benefit of online advertising with Google AdWords?
A) Advertisers can identify the Internet Protocol (IP) address of users who are searching for products
B) Ads can include up to 50 characters for the first three lines of ad text
C) Ads are displayed to users who are searching for a particular product of service
D) Advertisers can pay to place their websites in the natural search results
It is beneficial to create multiple ad groups in order to:
A) opt specific ad groups into various Google networks
B) break up keywords and ads into related themes
C) set different budgets for each ad group
D) pause specific keywords if they are not performing well
What's one benefit of creating multiple ad groups?
A) You can target specific ad groups into various Google networks
B) You can break up keywords and ads into related themes
C) You can set different budgets for each ad group
D) You can pause specific keywords if they are not performing well
Which AdWords settings are specified at the account level?
A) A daily budget and a set of keywords and placements
B) Network distribution preferences and a set of keywords
C) A unique email address, a password, and billing information
D) 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?
A) Language targeting
B) Regional targeting
C) Ad scheduling
D) Demographic targeting
Which method would be recommended for an advertiser who is trying to increase the Quality Score of a low-performing keyword?
A) Repeat the keyword as many times as possible in the ad text.
B) Delete the keyword and add the keyword to the campaign again
C) Modify the ad associated with that keyword to direct to a highly-relevant landing page
D) Increase the daily budget for the campaign in which the keyword is located
An advertiser wants to increase the Quality Score of a low-perofrming keyword. Which approach would you recommend?
A) Repeat the keyword as many times as possible in the ad text.
B) Delete the keyword and add the keyword to the campaign again
C) Modify the ad associated with that keyword to direct to a highly-relevant landing page
D) Increase the daily budget for the campaign in which the keyword is located
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?
A) Remarketing would be used to automatically target users who had previously visited sites that related to your keywords.
B) Topic targeting would be used to target all pages about chocolate, regardless of whether your exact keywords appear on the page.
C) Managed placements would be used to target specific sites you had selected as being important to oyur client.
D) Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign.
Which line of ad text would be disapproved based on Googles advertising policies?
A) Want fast results?
B) Free shipping
C) Best deals- click here
D) Fast, easy, effective
How do managed placements on the Display Network work?
A) Advertisers can guarantee placement on prominent and popular sites.
B) Advertisers manually select the desired sites on which their ads may appear
C) Keywords are used to place ads next to content that matches the ad.
D) Appropriate sites are automatically chosen for the advertiser by the Google AdWords system.
According to ad policies, what types of words, phrases, or characters can not be included in an AdWords text ad?
A) All of these answers are correct
B) Ads cannot contain words that are not directly related to the keyword that the ad is targeting
C) Ads cannot use exclamation points (!) or question marks (?).
D) Ads cannot use call-to-action phrases such as “click here” or “See this site”
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?
A) Ads can not simulate email inbox notifications or fake “friends/crush” requests.
B) Ads can not contain that amount of characters
C) Ads can not contain the phrase “See more!”
D) Ads can not contain exclamation points (!).
Which formula does Google use to rank keyword-targeted ads on Google Search
A) (Maximum cost-per-click (CPC) bid + Daily Budget) / Quality Score
B) Maximum cost-per-click (CPC) bid x Quality Score
C) (Maximum cost-per-click (CPC) bid x Quality Score) / Daily Budget
D) Maximum cost-per-click (CPC) bid only
When resetting a password in AdWords, what should a user keep in mind?
A) The new password is now required to access all other Google products with the affected Google Account log-in.
B) The new password will work for AdWords and the old password will work for other Google products.
C) The user will need to enable 2-factor authentication in order to access their account from any location
D) The password will need to be reset separately on other Google products that share the Google Account log-in
A keyword with very low clickthrough rate (CTR) will usually receive:
A) more impressions on the Google Display Network
B) impressions only on the Google Search Network
C) a low average cost-per-click (CPC) on Google search.
D) a low Quality Score on the Google Search Network
Adding placements to an ad group
A) negatively affects the Quality Score for search
B) does not affect the Quality Score for search
C) improves the Quality Score on Google
D) improves the Quality Score for search
In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:
A) the quality of your image
B) the quality of your landing page
C) the maximum CPC of the keyword that triggered an ad.
D) your daily budget
By adding managed placements to a Display Network campaign - you can show your ad:
A) on webpages where the Smart Pricing feature determines there the ad is likely delivery ROI.
B) on specific webpages, online video games, RSS feeds, and mobile sites and apps that you select
C) on webpages where a contextual targeting algorithm identified that is a match between your keywords and a publishers content
D) on Google owned and operated properties such as Gmail and Google News – that have relevant content for your keywords.
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:
A) change the access levels of other users.
B) delete the account
C) invite others to access the account.
D) see average cost-per-click (CPC) costs.
What happens when an advertiser sets a daily budget lower than the recommended amount, using the Standard delivery method?
A) Ads will show when a user searches on the advertisers keywords, but the ads rank will be reduced.
B) Ads will show each time a user searches on the advertisers keywords, but only during specified time periods
C) Ads will not show every time a user searches on the advertisers keywords
D) Ads will never show when a user searches on the advertisers keywords
The maximum cost-per-click (CPC) bid is the:
A) amount an advertiser is required to pay to achieve top ad position
B) actual amount an advertiser pays for each click on an ad
C) most an advertiser is willing to pay for each click on an ad
D) amount an advertiser must pay to outbid competitors
If an advertiser improves the Quality Score of a keyword, this keyword may:
A) receive fewer impressions on the Search Network
B) automatically reset its match type to Broad
C) earn the ad a higher average position
D) be more likely to appear in bold when displayed in an ad
You can use Display Planner to:
A) see which images and text ads within your campaign are performing best on the specific websites you are targeting
B) run a report to determine which keywords are most likely to convert based on the past 30-days of your campaign
C) see potential webpages where your ad can appear based on your keywords
D) managed CPC bids for contextual campaigns within your account
When sitelinks are set at both the campaign and ad group level, which will be displayed?
A) Sitelinks at the ad group level
B) Sitelinks with the highest ad rank
C) Sitelinks related to the query searched
D) Sitelinks from both the campaign and ad group
Which formula represents how Ad Rank is determined on Google search?
A) Popularity of the website being advertised
B) Historic average position of each ad
C) Maximum cost-per-click (CPC) multiplied by Quality Score
D) How much an advertiser is willing to spend each day
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?
A) The profit derived from a paid click
B) The bids of the next closest competitor
C) The cost of the bid
D) The Quality Score of the keyword
What should an advertiser use to organize ad groups?
A) Common themes
B) Number of words per keyword
C) Maximum cost-per-click (CPC)
D) Location targeting
Advertisers on Google search accrue cost in AdWords when:
A) users click on their ads
B) their ads appear on the Google search page
C) the user completes a purchase
D) they register a conversion using Conversion Tracking
A primary benefit of location targeting is that advertisers can:
A) choose to target a specific Google domain
B) target any combination of countries, territories, and regions
C) target specific users who have already visited their site
D) choose to only target websites based in a specific region or territory
What is it? Choose the most closely related answer
A) Whether your payment method is credit or debit
B) The number of tracking codes installed on your website
C) The number of websites on the internet
D) The volume of traffic available for the keywords you are targeting
What is the impact of poor landing page quality on an ad group?
A) The keywords in the ad group will be paused
B) The ads in the ad group will be disapproved due to low Quality Score
C) The keywords in the ad group will have a lower Quality Score.
D) The entire campaign will be paused
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:
A) Automatically adjust your daily budget to serve less ads on Google Display Network pages.
B) Use data from the Display Network auction to revise the cost of your Search ads
C) Automatically reduce your cost-per-click bids on the Google Display Network
D) Send notification that your bids should be adjusted
Quality Score and Ad Rank are calculated:
A) Every time your ad is eligible to serve on a Display Network page
B) Every time someone does a search that triggers your ad
C) A few times a day, based on your ad scheduling settings
D) Every time you change your CPCs within your account
This means that you do not need to:
A) Include location targeting to narrow the reach of your ads
B) Include plurals, misspellings, and other variants of your keywords
C) Include negative keywords to refine your placement
D) manage your keyword performance at the ad group level
Higher costs and Ad positions
A) higher costs and lower ad positions
B) lower costs and better ad positions
C) less overall impressions
D) faster delivery of daily budget
Higher Quality Scores typically result in:
A) higher costs and lower ad positions
B) lower costs and better ad positions
C) less overall impressions
D) faster delivery of daily budget
An advertiser wants to increase clickthrough rate (CTR). Which would help to eliminate irrelevant impressions?
A) Assign unique keyword URLs to each keyword
B) Evaluated the site design for improvements
C) Add negative keywords to the ad group
D) Add more relevant keywords to the ad group
Ad groups should be used to:
A) organize your ads by a common theme, such as the types of products or services you want to advertise
B) manage your daily budget according to which keywords are a priority
C) control delivery of your ads so that they appear only to users in a specific geographic location
D) control the specific sites that your ad will be targeted to on the Google Display Network.
When setting up an AdWords account, choose your currency and permanent time zone carefully because:
A) time zone and currency will impact ad position
B) these cannot be changed once you have set up your account
C) ads are only served in countries using the same currency as your account
D) by default, ads are only served in the same time zones as indicated in your account
Which are required components of an ad group running on the Search Network?
A) Frequency capping, daily budget, ad scheduling
B) Placements, keywords, network targeting
C) Default bid, position preference, placements
D) Text ad, keywords, default bid
Which is a factor that Google uses to target ads to users based on physical location?
A) Language preferences
B) Internet Protocol (IP) address
C) Operating system
D) Telephone number
This user may see ads targeted to:
A) English speakers in the United States
B) Russian speakers in Germany
C) English speakers in Russia
D) Russian speakers in the Czech Republic
Jims restaurant is launching a new campaign and would like greater exposure on mobile devices to attract users on the go. How can this be done?
A) Create a dedicated campaign for each mobile device targeted
B) Use the same bids across all devices
C) Enable a bid adjustment to bid more aggressively on mobile devices
D) Enable a bid adjustment to bid less aggressively on mobile devices
Which is a benefit of Manager Defined Spend (MDS)?
A) Automatic bidding adjustments for Conversion Optimizer users
B) Control over managed account budgets for My Client Center (MCC) account-users
C) Advanced permissions control for billing preferences in multi-user accounts
D) Payment flexibility for accounts currently on prepay billing
A benefit of My Client Center (MCC) is the:
A) increased Quality Score enjoyed on shared keywords
B) dashboard that provides summaries of statistics for all client accounts
C) ability to link multiple accounts with Google Analytics
D) ability to edit campaign settings across multiple accounts simultaneously
Which is a best practice for creating effective ad text?
A) Use a home page for every URL
B) Include prices, promotions, and exclusives
C) Use the same ad text for every ad in the ad group
D) Use multiple exclamation points to grab attention
A My Client Center (MCC) account functions primarily as:
A) a separate AdWords account with its own keywords and campaigns
B) a dashboard that allows clients view-only access to AdWords reports
C) an umbrella account that allows for access to individual accounts with a single log-in.
D) a bid management system for AdWords clients managed by resellers and agencies
If both keywords and placements are added to the ad group, they would work together to:
A) determine the target return on investment (ROI) for a given ad group
B) impact the time of day that the ads are eligible to show
C) restrict the ads to specific sites and show them only when the content of that sites page is relevant to the keywords
D) impact search results and cost-per-click (CPC) on the Google Display Network
It is important to identify special offers like free shipping before building an AdWords campaign in order to:
A) choose effective CPC bids
B) secure an effective daily budget
C) create compelling ad text
D) choose effective language targeting
The Opportunities tab with AdWords can be used to:
A) Create and edit campaigns, ads, keywords, and campaign settings
B) See an overview of how your campaigns are performing
C) Find account reporting tools that will help you manage your daily budget
D) Find keyword, bid, and budget ideas that can help improve your campaign performance
In order to target this particular user, which campaign language setting should an advertiser use?
A) Portuguese
B) Spanish
C) Bilingual
D) English
Why should you avoid adding duplicate keywords across ad groups?
A) Identical keywords will compete against each other, and because both ads may serve – it may increase your CPCs
B) None of these options are correct
C) Identical keywords are not allowed in AdWords and your ads will be disapproved
D) Identical keywords compete against each other, and the better-performing keyword triggers your ad.
Which best describes keyword contextual targeting?
A) Ads are targeted to groups of websites based on their site categories
B) Themes of selected placements determine related websites where ads will appear
C) Ads are targeted only to websites related to specific businesses
D) Themes of keywords are matched to relevant content on websites where ads will appear
An advertiser adds negative keywords to an ad group within a search campaign. This means that the ad will not show if the negative keywords:
A) also appear in the ad text
B) have low maximum cost-per-click (CPC) bids
C) appear in another campaign within the account
D) appear in a users search query
Quality Score on Google search is evaluated
A) every 48 hours
B) Every time someone does a search that triggers your ad
C) none of these answers is correct
D) every 24 hours
The main goal of automatic cost-per-click (CPC) bidding is to
A) generate as many clicks as possible within an advertisers target budget
B) achieve the target ad position specified by the advertiser
C) generate as many conversions as possible within an advertisers target budget
D) achieve the target average CPC specified by the advertiser
Location extensions can:
A) help show product information in a visual manner within your ad unit
B) help exclude locations where you do not have available stores.
C) help reduce your CPC bids depending on the location of a user
D) help nearby consumers find or call your nearest storefront
Which can be controlled at the Ad group level of an AdWords account?
A) Daily budget
B) Placements
C) End dates
D) Geographic targeting
Which is a benefit of AdWords for search marketing?
A) Increase position in organic search results
B) Acquire potential qualified customers
C) Understand how customers navigate websites
D) Collect contact information automatically from potential customers
When a campaign is showing as Pending within AdWords, it is:
A) Inactive because it is past its scheduled date
B) Active, but showing ads only occasionally due to budget constraints
C) Inactive because your prepaid account balance has run out
D) Inactive but scheduled to begin at a future date
Negative keywords can help advertisers refine the targeting of their ads, and potentially increase:
A) the number of relevant Display Network placements
B) their campaigns daily budget recommendations
C) the clickthrough rate (CTR) of their ads
D) the amount of impressions served
If the cost-per-thousand impressions (CPM) option is not available for a campaign, the most likely reason is that the campaign:
A) has used CPM pricing before
B) is only opted into the Google Display Network
C) has never used CPM pricing before
D) is only opted into the Google search and the Search Network
Which is an example of a consideration an advertiser should make when establishing AdWords advertising goals?
A) Payment options available
B) Competitors cost-per-clicks (CPCs)
C) Website load time
D) Target market
By monitoring ad campaign performance, an advertiser may obtain the information needed to:
A) create additional AdWords accounts for low-performing keywords
B) create duplicate ad groups with identical keywords and different ad variations
C) compare campaign performance to that of individual competitors
D) determine if campaigns are meeting overall marketing and conversion goals
What type of bidding method is used to manage image ads on the Google Display Network?
A) CPA
B) CPM only
C) CPC only
D) CPM and/or CPC
What happens as a result of a search campaign consistently meeting its daily budget?
A) Accelerated ad delivery
B) Higher average cost-per-clicks (CPCs)
C) Fewer sites targeted at once
D) Missed potential ad impressions
What happens when a campaign consistently meets its average daily budget?
A) Ads in that campaign will stop showing for the rest of the billing cycle
B) Average cost-per-click (CPC) bids will be lowered
C) Your budget is automatically adjusted
D) Ads in that campaign will show less often than they could
What best describes Enhanced Cost-Per-Click (ECPC)
A) ECPC is a separate bid set for ad groups using the Conversion Optimizer
B) ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion
C) ECPC is a Quality Score boost for advertisers using ad extensions
D) ECPC is the discount applied to your Max CPC to determine actual CPC
Grouping similar keywords together in an ad group will:
A) ensure that the ads and keywords in that ad group are approved
B) allow an advertiser to creae ads relevant to those keywords
C) keep an advertisers average cost-per-click (CPC) within a narrow range
D) allow an advertiser to use only broad match keywords
If your ad serving option is set to optimize and there are multiple variations of your text ads within the same ad group, AdWords will:
A) automatically try to show the best performing ad more often
B) automatically increase your quality score based on the average CTR of the ad group
C) automatically serve the ad with the highest maximum CPC the most often
D) automatically lower your bids according to your CPA goal
You have been targeting the entire United States in your scuba diving equipement ad campaign, but you know that much of the scuba equipment that is sold to customers in Hawaii. What would be the most efficient way to optimize your campaign and measure the impact of an optimization?
A) You add the keywords “Hawaii” to all of your ad groups, so that your ad will stop serving on searches that are not specific to Hawaii
B) You delete all of the keywords that have not been performing well, and start over with a new set of keywords and campaigns that uses location targeting to show only to users in Hawaii
C) You create a separate campaign targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget
D) You adjust your ad scheduling so that your campaign is only showing during business hours for the time zone that Hawaii is in
With social extensions, how are +1s calculated for your ad and Google+ page
A) Any +1 on your ad is displayed as a part of your display campaigns, but has no bearing on oyur quality score or AdRank
B) Any +1 on your ad applies to your Google+ Page as well. All +1s from your Google+ Page are also applied to your AdWords ads
C) Only +1s from your Google+ page are showing in the count that is visible on your ad
D) Only +1s from your ads are calculated, your Google+ page is considered a separate campaign
Which potential factor does Google use to calculate a search campaigns recommended daily budget?
A) Impressions
B) Conversions
C) Transactions
D) Placements
A lower CPA does not necessarily indicate higher profit. Why
A) A lower CPA may be due to changes in CPC bidding
B) A lower CPA may also have lower sales volume, reducing overall profit
C) A lower CPA may be due to additions in negative keywords
D) A lower CPA may be due to changes in network distribution
Which best describes the Optimize ad rotation setting in AdWords?
A) The “Optimize” ad rotation setting allows your campaign to show ads more often, which can increase impressions
B) The “Optimize” ad rotation setting allows your campaign to automatically show the most relevant display URL for each ad
C) The “Optimize” ad rotation setting allows the AdWords system to automatically show the better performing ads more often
D) The “Optimize” ad rotation setting allows two of the ads from the ad group to show to a user on the same page
In order for cost-per-click (CPC) ads and cost-per-thousand impressions (CPM) ads to compete with each other in the same auction on the Google Display Network, the AdWords system converts the CPC ads bid to:
A) a CPM
B) an effective CPM
C) an effective CPM conversion
D) a CPM conversion
What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?
A) AdWords budgets can only be set once annually and require a fixed commitment
B) 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
C) Online campaigns generate clicks, whereas other channels generate exposure
D) Budgets cannot be applied to online campaigns due to constant changes in traffic
Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?
A) AdWords budgets can only be set once annually and require a fixed commitment
B) Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
C) Online campaigns generate clicks, whereas other channels generate exposure
D) Budgets cannot be applied to online campaigns due to constant changes in traffic
Your ad is live on Google search, and you want to continue to check it over time to see if it is still running. Why is it advised that you use the AdPreview and Diagnosis took, instead of doing searches to find your ad on Google.com?
A) By performing searches that trigger your ad, you are inflating the amount of predicted impressions on the search keywords, which may impact your organic search ranking
B) By performing searches that trigger your ad, you will be automatically be charged for the impressions and may use all of your daily budget too quickly
C) None of these options are correct
D) By performing searches that trigger your ad, you will rack up impressions without clicks, which can lower your clickthrough rate and prevent your ad from appearing as often as it should
How can the AdWords average daily budget setting help when starting out?
A) It can help direct traffic to different landing pages to discover which performs best
B) It can help aim for a desired average position during testing
C) It can help limit your costs and exposure while profitability is achieved
D) It can help limit exposure to only the geographical areas you support
When optimizing your campaign, you can get ideas for negative keyword and placement exclusions lists through which AdWords tool?
A) List suggestor
B) Ad experiments
C) Placement performance report
D) Keyword aggregator
You are focused on reaching viewers with video content, and are looking to pay only when a user views your ad (CPV model). Which form of AdWords video advertising would be most appropriate?
A) TrueView video formats
B) YouTube homepage ads
C) Click-to-Play video ad formats
D) CPM Video ad formats
How often does the AdWords system run an auction to decide which ads to show on the Google search page
A) Every time a user enters a search query
B) Once every 24 hours for a given keyword
C) Every time a new advertiser adds a keyword to an account
D) Once every two hours for a given keyword
Which is one characteristic of the Accelerated delivery method?
A) Ads are shown above the search results as well as to the right of the search results
B) Ads are shown when users search on relevant variations of keywords in the campaign
C) Ads are only shown when there is a higher likelihood that users will click on them
D) Ads are shown as frequently as possible until the budget is exhausted
If you have set a maximum CPC bid of $1 for your ads, and if the next most competitive bid is only $0.50 for the same ad position, what is the maximum CPC you would need to pay to show your ad - assuming your ad is similar in all other aspects?
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?
Which is a benefit of search advertising with Google AdWords?
A) Ability to pay for specific placement in top ad positions
B) Extended reach to search partners
C) Better position in natural search results
D) Ability to view competitors bids for keywords
The advertiser wants to spend very little time setting and managing individual keyword bids. Which is the best bidding option for this advertiser?
A) Cost-per-thousand impressions (CPM)
B) Automatic cost-per-click (CPC)
C) Manual cost-per-click (CPC)
D) Cost-per-Acquisition (CPA)
Which is the best way for Bob to limit her access to only those accounts?
A) Combine the campaigns from each account into a single AdWords account. Grant Amy access to that single account so she can manage all campaigns from one place.
B) Invite Amy as a read-only user on the MCC level, so she can view reports for the accounts she needs to see
C) Create a new MCC account linked to the original MCC account, and then move the three accounts into that MCC. Grant Amy access ot that sub-MCC only.
D) Set up a direct login emails to each of the three accounts, so Amy will log in to each account individually without gaining access to the other accounts linked to the MCC
Data shows 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?
A) Use frequency capping to limit thenumber of times men ages 40 to 65 see your client’s ads
B) Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
C) Add demographic and age targeting to show ads to people in this audience
D) Set up a remarketing list to show ads to women who have previously visited your client’s website
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?
A) Clickthrough rate (CTR)
B) Converted clicks
C) Impressions
D) Conversion rate
Which bidding strategy should you use to achieve this goal?
A) Cost-per-thousand impressions (CPM)
B) Cost-per-acquisition (CPA)
C) Automatic cost-per-click (CPC)
D) Manual cost-per-click (CPC)
Which bidding strategy should you use to achieve this goal?
A) Cost-per-thousand impressions (CPM)
B) Cost-per-acquisition (CPA)
C) Maximize Clicks
D) Manual cost-per-click (CPC)
Your client wants to improve her ad position. What would you recommend?
A) Improve the ad quality and increase bid amount
B) Add more keywords and increase daily budget
C) Improve Quality Score and decrease bid amount
D) Make the ad headline longer and more descriptive
Which client would you advise to advertise on the Google Search Network?
A) Jim, who wants to reach people on social networks interested in poetry
B) Suzy, who wants to reach people browsing travel websites about China
C) Bill, who wants to reach people looking for plumbing services
D) Carol, who wants to reach people watching YouTube videos
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?
A) Add the terms as exact match keywords
B) Add the terms as phrase match keywords
C) Add the terms as negative keywords
D) Add the terms as keywords
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?
A) Test different cost-per-click (CPC) bids
B) Test only one version of your ad text
C) Lower the cost-per-click (CPC) bids and increase the budget
D) Delete keywords that are generating the most clicks
How can you use this data to optimize your client's bidding strategy?
A) Use target search page location to help get your client’s ads to the top of mobile search page results
B) Set a mobile bid adjustment to increase bids for searches on mobile devices
C) Set a mobile bid adjustment to decrease bids for searches on computers and tablets
D) Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices
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?
A) “Display Network only – All features”
B) “Shopping”
C) “Search Network only – All features”
D) “Search Network only – Standard”
Which of these metrics is especially important to clients who are running a branding campaign?
A) Clickthrough rate (CTR)
B) Average cost-per-click (avg. CPC)
C) Impressions
D) Phone call conversions
On the Google Display Network, your ad is eligible to show on a webpage if you’re:
A) keywords match that webpage’s content
B) ad text matches that webpage’s content
C) landing page matches that webpage’s content
D) website matches that webpage’s content
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?
A) Maximize clicks
B) Enhance cost-per-click (CPC)
C) Target return on ad spend (ROAS)
D) Target search page location
Keyword Planner can help you build a new Search Network campaign by:
A) organizing potential placements into ad groups
B) suggesting landing pages for your ads
C) multiplying keyword lists together
D) creating new ads based on your keywords
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) A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
B) A call-to-action like “Visit our gym now”
C) Add a promotion like “20% off fitness classes”
D) Add a call-to-action like “Sign up for a free trial”
If you want to direct people to specific pages on your website from an ad, you can create an ad that uses:
A) sitelink extensions
B) previous visit extensions
C) callout extensions
D) location extensions
A standard AdWords text ad is made up of:
A) a display URL and description text
B) a headline, image, and description text
C) a headline and description text
D) a headline, a display URL, and description text
Which targeting method would you use to reach these people?
A) Remarketing
B) Keywords
C) Topics
D) Placements
Which factor should be most important for this advertiser when deciding keyword bids?
A) The profit dervied from a paid click
B) The bids of the next closest advertiser
C) The average profit per conversion
D) The Quality Score of the keyword
Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and:
A) the daily budget you’ve set
B) your historical conversion rate
C) the expected impact of extensions and other ad formats
D) the search ranking of your website
Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?
A) Mobile bid adjustments
B) Target return on ad spend (ROAS)
C) Target search page location flexible bidding strategy
D) Cost-per-acquisition (CPA)
How can you see if people are searching for your client's services during the early morning and evening hours?
A) Monitor reach and frequency data
B) Run a keyword diagnosis
C) Segment performance statistics by time
D) Run a search terms report
You signed 3 new clients, each with an existing AdWords account. What's the best way to manage these accounts?
A) Pause your clients’ campaigns and recreate them in your manager acccount
B) Use your clients’ sign-in information to access and manage the accounts
C) Link the client accounts to your My Client Center (MCC) manager account
D) Consolidate the 3 accounts into a new AdWords account you create
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?
A) “Search Network with Display Select”
B) “Shopping”
C) “Search Network only”
D) “Display Network only”
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?
A) Include call-to-actions, such as “Find the nearest location”
B) Information about Italian food in the description
C) Use the same headline and description as other advertisers
D) An exclamation point in the display URL
You would advise a client that's launching a new product line to advertise on the Google Display Network because she can:
A) reach people who are interested in similar products
B) use text ads that encourage people to call her business
C) use text ads that encourage people to visit her website
D) reach people who are searching for her products
How would you recommend that William set his budget if he wants to spend US $608 per month on his campaign?
A) Set a daily budget of $20 for the advertiser’s campaign
B) Set a bid of $20 per ad group
C) Set a daily budget of $20 for the advertiser’s account
D) Set a bid of $20 for the advertiser’s campaign
Which client would you advise to use radius targeting?
A) Luis, whose e-commerce business delivers nationwide
B) Denise, whose service can reach customers within 30 miles
C) Christopher, who wants to promote his new product in select cities
D) Mabel, who wants to exclude her ads from certain cities
What does converted clicks measure?
A) The total number of clicks within your chosen conversion window
B) The total number of conversions divided by the total number of clicks
C) The total number of clicks that led to a conversion
D) The percentage of clicks that led to a conversion
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?
A) “Display Network only – All features”
B) “Search Network with Display Select – All features”
C) “Display Network only – Remarketing”
D) “Search Network only – All features”
Your ad can show to a user when your targeted language matches:
A) a user’s browser setting
B) a user’s Google interface language setting
C) the language of websites a user visits most often
D) a user’s operating system language
Your ad can show to a potential customer when your targeted language matches
A) the customer’s browser setting
B) the customer’s Google interface language setting
C) the language of websites a user visits most often
D) the customer’s operating system language
What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?
A) Add search terms that are not leading to many clicks as negative keywords
B) Add sitelinks to your ads to make them even more prominent
C) Make sure all of these search terms are included as keywords, regardless of relevance
D) Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords
What strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?
A) Broaden his keyword list for ads with the lowest clickthrough rate (CTR)
B) Add new relevant keywords and remove keywords with low clickthrough rate (CTR)
C) Increase bids for ads with the lowest average position and clickthrough rate (CTR)
D) Increase bids on relevant keywords with low clicks and clickthrough rate (CTR)
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:
A) traffic estimates for placement ideas
B) historical conversion rate estimates for your keyword and placement ideas
C) historical cost-per-click (CPC) estimates for your keyword and placement ideas
D) traffic estimates for your keyword ideas
You can win a higher ad position in the auction with a lower cost per click (CPC) bid by:
A) creating ads that include terms or phrases people are searching for
B) creating relevant ads and keywords, but not using ad extensions
C) creating ads that link to a generic landing page
D) creating relevant keywords and ads, and using ad extensions
You can win a higher ad position in the auction with a lower cost per click (CPC) bid by:
A) creating ads that include terms or phrases people are searching for
B) creating relevant ads and keywords, but not using ad extensions
C) creating ads that link to a generic landing page
D) creating high-quality ads and landing pages
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?
A) “Display Network only – All features”
B) “Display Network only – Remarketing”
C) “Search Network with Display Select – All features”
D) “Search Network only – All features”
How do cost per click (CPC) ads compete with cost per thousand impressions (CPM) ads on the Google Display Network?
A) CPC bids are effectively coverted to CPM bids
B) CPM bids are effectively coverted to CPC bids
C) Ads using CPC bids are not allowed to compete on the Display Network
D) CPC and CPM bids only compete against bids of the same type
Google Analytics can help you learn more about the behavior of your client's customers because it shows you how:
A) they perceive her products
B) likely they are to become a regular customer
C) they interact with her website
D) likely they are to click her ads
Which of the following items is not a component of Quality Score?
A) Landing page experience
B) Maximum cost-per-click (max. CPC) bid
C) Ad relevance
D) Expected clickthrough rate (CTR)
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?
A) Create a campaign with ads and keywords written in French
B) Create a campaign targeting Paris and languages other than French
C) Create a campaign targeting French and regions other than Paris
D) Create a keyword list with the exact match keyword “Paris” and negative keyword “France”
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?
A) Increase the maximum cost-per-click (CPC) bid
B) Change the ad delivery method from “Accelerated” to “Standard”
C) Lower the daily budget amount
D) Pause the campaign to stop showing ads and accruing costs
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?
A) Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment
B) Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
C) Add call extensions to the client’s ads and monitor performance with the top vs. other segment
D) Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment
In order to appeal to customers on mobile devices, it's important to
A) Send users to a video-based landing page
B) Send users to a mobile-friendly landing page
C) Avoid using ad extensions
D) include your phone number as your display URL
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?
A) Create multiple campaigns, each with a set of related keywords
B) Create campaigns based on the structure of his client’s website
C) Create one campaign with a broad selection of keywords
D) Create one campaign for all the products his client offers
CPC bid, you should consider the amount that you make from a purchase because you want to set a bid amount that's
A) based on how much your product is worth
B) 50% of how much your product is worth
C) the same amount as the profit generated by your product
D) the same amount as the revenue generated by your product
You would choose to advertise on the Google Search Network if you wanted to
A) reach customers browsing websites related to your business
B) reach customers while they’re searching for your products or services
C) choose the types of websites where you want your ads tos how
D) choose from a range of ad formats, like video and image ads
An advertiser should group their campaigns by
A) type of product or service
B) number of keywords
C) maximum cost-per-click (CPC) bids
D) number of ad groups per campaign
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?
A) Specific terms about the benefits of running
B) Specific terms about the shoe brand and model your client is selling
C) Generic terms about running and running shoes
D) Generic terms about different types of women’s shoes
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?
A) App promotion ads
B) Product Listing Ads
C) Image ads
D) Sitelink extensions
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?
A) App promotion ads
B) Shopping Ads
C) Image ads
D) Sitelink extensions
When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?
A) AdWords only shows an ad for keywords with proper spelling and plural forms
B) Your keyword list would be disapproved based on Google’s advertising policies
C) AdWords can automatically include these variations for you
D) Broad match includes the exact words and phrases a user searches for
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?
A) Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
B) Use the top movers report which campaigns have seen the biggest change in clicks since last month
C) Use the paid & organic report to show when his website appears in organic search, with no associated ads
D) Use the Search term report to show which search terms lead to the most clicks on his ads
What's the easiest way to evaluate if one version of your landing page performs better than another for the same ad?
A) Replace the existing landing page with the new one and compare this month’s data to last month’s
B) Run a Campaign Experiment on the existing campaign that switches between both landing pages
C) Create another ad group for the new landing page and compare the two ad groups
D) Create another campaign for the new landing page and compare the two campaigns
Which is a benefit of advertising online with Google AdWords?
A) Advertisers can choose how much they spend and only pay when someone clicks their ad
B) Advertisers can choose how many times their ad should show during the day
C) Advertisers pay the same amount every time someone clicks their ad
D) Advertisers can pay to always show their ad above the organic search results
A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?
A) Google’s Search Network will help her target people who are more likely to download her app
B) She can use keywords like “mobile app” to target people who are more likely to download her app
C) Google’s Display Network includes many mobile apps where she could show her ad
D) She can use mobile app extensions to reach users in apps
What's one benefit of promoting your products with a mobile apps campaign on the Display Network?
A) It lets people who see your ad get directions to your store on Google Maps
B) It allows you to show your ad on app categories that you choose
C) It encourages people using mobile devices to install your app
D) It directs people to your online store to purchase your products
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?
A) Create multiple ad groups that target different devices, and monitor the results
B) Set up an experiment to test which device he should target
C) Create multiple campaigns that target different devices, and monitor the results
D) Segment his campaign statistics table by device
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
A) create a different ad for each keyword
B) create multiple ads for each keyword
C) only create one ad that’s relevant to all keywords
D) create ads that are relevant to all keywords
When building a keyword list for a Display Network campaign, you should do which of the following
A) Use Display Campaign Optimizer to identify new keywords
B) Only include exact match keywords
C) Only use Keyword Planner to identify new keywords
D) Include keywords that are related to the websites your customers visit
If you'd like your ads to show on certain sites across the Internet, you can add these websites as
A) Placements
B) Audiences
C) Keywords
D) Topics
You would choose to advertise on the Google Display Network if you wanted to
A) show ads to people on non-Google search sites
B) show ads on Google Maps
C) show ads on websites related to your business
D) show ads on Google Shopping
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
A) AdWords policies can help web user distinguish between ads and search results
B) AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
C) AdWords policies can keep disapproved ads and websites out of organic search results
D) AdWords policies can help keep ad costs low and affordable for advertisers
Your ad can show on the Google Search Network when someone searches for terms that are similar to your
A) Keywords
B) Placements
C) Website
D) Ad text
You can use Keyword Planner to identify
A) the number of negative keywords you should add
B) the amount of traffic potential keywords you might get
C) which text ads are performing best based on your keywords
D) webpages where your ad can appear based on your keywords
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)?
A) Number of clicks on her ads and costs to produce her purses
B) How many times her ads have been viewed and clicked on
C) Number of clicks on her ads and revenue they generated
D) Costs to produce her purses and revenue generated from her ads
You can use Display Planner to
A) see how other advertisers perform on websites where you want your ad to appear
B) compare how your current Display Network campaign could perform on websites you’d like to target
C) see ways to reach your target audience based on your keywords, website, or interest categories
D) see which image and text ads are performing best on the specific websites you’re targeting
You can use audience targeting to show your ads to
A) specific websites, based on specific interests
B) groups of websites, based on specific interests
C) specific groups of people, based on their interests
D) specific groups of people, based on their location
When someone clicks your ad, the actual amount you're charged will be
A) The minimum needed to hold your ad position or 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater
B) 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
C) 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
D) The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit
What's one of the main benefits of using ad extensions?
A) Extensions increase your reach by showing your ad on more advertising networks
B) Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent
C) Extensions provide additional information to make your ads more relevant to customers
D) Extensions are automated so you don’t have to create your ads
Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it
A) measures trends relating to the search terms people have used before seeing your ad
B) focuses on getting customers to complete an online purchase
C) shows you which ads lead to customer actions that have value for your business
D) automatically gives you personal details about the people who convert
Which ad extension would you use for an advertiser who has a chain of restaurants?
A) Seller ratings
B) Location extensions
C) Sitelink extensions
D) Previous visits extensions
Conversion Optimizer can help drive conversions by using your conversion history and
A) cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
B) cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
C) cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
D) cost-per-click (CPC) goals to raise your bid when a conversion is more likely
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?
A) Create new ad groups with several keyword match types
B) Create new ad groups with related keywords grouped together
C) Remove half of the keywords from the ad group
D) Create one ad group for every five keywords
What would be the most appropriate landing page for his ad?
A) A page with information on instrument rentals and a contact form
B) His homepage, with links to instrument sales, rentals, and music lessons
C) A page with information on music lessons and a contact form
D) A page with a wide selection of instruments for sale
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?
A) Karen’s ads often show below her organic results for the search query
B) People who see Karen’s site in relevant organic search results often click through to her site
C) Karen’s ads don?t often show for the search query
D) Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’
Which statistic indicates how often a click has led to a conversion?
A) Cost-per-conversion
B) Clickthrough rate (CTR)
C) Conversion rate
D) Converted clicks
Each campaign in your AdWords account should have a single:
A) maximum cost-per-click (max. CPC) bid
B) landing page
C) business goal
D) ad group
What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand
A) Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
B) Use a balanced combination of broad-, exact-, and phrase-matched keywords
C) Add display ads and affinity audiences targeting people interested in green living and beauty
D) Target large metropolitan areas where people are more likely to encounter her product
What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand
A) Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
B) Use a balanced combination of broad-, exact-, and phrase-matched keywords
C) Add affinity audiences targeting people interested in green living and beauty
D) Target large metropolitan areas where people are more likely to encounter her product
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?
A) Make sure the landing page is closely related to the ad
B) Increase the average daily budget for the campaign
C) Broaden the list of keywords to reach more potential customers
D) Increase the cost-per-click (CPC) bid for low-performing keywords
What is the benefit of having multiple ads in an ad group?
A) AdWords will automatically match each ad to the keywords it’s most relevant to
B) Ads are only eligible to show ad extensions if there are more than one ad in that group
C) Ads are only eligible to show at the top of the page if there are more than one ad in that ad group
D) AdWords will automatically rotate your ads and show the best performing ones more often
Clyde wants to raise the profile of his dance school. A Display Network only campaign can help him:
A) show ads when someone searches for dance classes
B) match his ad text to what people are searching
C) pick the most popular keywords for his campaign
D) show ads on dance websites and YouTube videos
Why should you link your client's AdWords account to Google's Webmaster Tools?
A) See how your ads performed when triggered by actual searches
B) See how often your ads rank higher in search results than those of other advertisers
C) See if people reach your client’s website via ads or organic search results
D) See which campaigns have the biggest changes in clicks, costs, and conversions
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?
A) Use a location bid adjustment to increase bids for customers in Tokyo
B) Create a separate ad group to target ads and bids for Tokyo
C) Use the user location view to understand if people who click your ads are located in Tokyo
D) Refine where your ads show by adding the keyword “Tokyo”
Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?
A) Cost-per-view (CPV)
B) Cost-per-thousand-impressions (CPM)
C) Cost-per-click (CPC)
D) Cost-per-acquisition (CPA)
Your client wants to show ads to people who've visited her website before. Which Adwords feature would you recommend she use?
A) Dynamic Search Ads
B) Ecommerce tracking
C) Remarketing
D) Conversion tracking
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?
A) Reach and frequency data
B) Cost-per-thousand-impressions (CPM) bidding
C) Call extensions
D) Placement targeting
What's a reason to use the Search Network with Display Select campaign type?
A) Your ads only show on the first page search results
B) You can pick the exact websites where you want your ad to show
C) You can use one budget to advertise on the Search Network and Display Network
D) Your video ads can run on the Search Network
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:
A) Undo and redo multiple changes while editing his campaigns
B) Refresh data to reflect the lastest statistics on his cost-per-click (CPC) campaign
C) Mange, edit, and view multiple accounts at the same time
D) Copy or move items between ad groups and campaigns
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
A) Negative match keywords
B) Broad match keywords
C) Exact match keywords
D) Phrase match keywords
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?
A) AdWords automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results
B) Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies
C) To show an ad more often, AdWords charges more than the average daily budget amount multipled by 30.4
D) 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
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?
A) How much you’ve spent on the campaign compared to the value of leads generated
B) You can’t calculate return on investment for campaigns that are focused on online leads
C) The percentage of budget spent compared to how many forms were completed
D) The number of clicks your ad received divided by the number of times it showed
Which is a benefit of advertising online?
A) Reach people who are likely interested in what you’re advertising
B) Automatically collect information about potential customers
C) Increase your position in organic search results
D) Make money by showing ads on your website
