Сертификат Основы Google Ads "Поисковая реклама"
  • Сертификат Основы Google Ads "Поисковая реклама"
  • Сертификат Основы Google Ads "Поисковая реклама"
  • Сертификат Основы Google Ads "Поисковая реклама"
Сертификат Основы Google Ads "Поисковая реклама"
  • Сертификат Основы Google Ads "Поисковая реклама"
  • Сертификат Основы Google Ads "Поисковая реклама"
  • Сертификат Основы Google Ads "Поисковая реклама"

Поисковая реклама

950,00 руб.
В течение часа!
Экзамен по поисковой рекламе включает вопросы разной сложности о том, как создавать рекламные кампании в поисковой сети, управлять ими, оптимизировать и оценивать их эффективность.
Количество
Есть в наличии!

Внимание: получение данного сертификата возможна только после экзамена "Основы Google Ads"!

Вопросы: экзамен состоит из 100 вопросов.
Время: на его прохождение отводится 120 минут.
Проходной балл: 80% и выше.

Сертификат появляется в профиле Academy for Ads, и его можно распечатать.
10000 шт.
Внимание !
Вопросы к тесту выложены исключительно в ознакомительных целях: количество вопросов может не совпадать с действительным, актуальность не поддерживается,- за решением теста Welcome to the cashier!

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



A new client want to promote his 3 indian restaurants, in different areas of London, to people searching for places to eat. How might you organize his account?

Create 1 campaign with an ad group for each item
Create 1 campaign with an ad group for all restaurant locations
Create 1 campaign with an ad group for each restaurant location
Create several campaigns with 2 ad groups each: dine in and takeout



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



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



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



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



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



How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts

Add a customized column for "queries" on the Keywords tab
Use the Ad Preview and Diagnosis Tool on the Tools tab
Review " Automatic placements" on the Display Network tab
Select the "Details" drop-down menu on the Keywords tab



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

Opportunities
Billing
My account
Campaigns



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

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



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

Manual bid changes
Historical conversion data
Test conversions
Forecast data



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



A high Quality Score can:

be assigned to negative keywords
improve an ad's position
be achieved with an increase in bid
prevent an ad from being served



Each of the following are benefits you would expect from Product Listing Ads except:

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



The AdWords Application Programming Interface (API) allows develoepers to use application 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



What are Sitelinks?

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



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

Campaign level
Keyword level
Account level
Ad level



AdWords Editor allows users to:

invite new users to share accounts
find relevant ads on Google partner sites
make live edits to multiple accounts simultaneously
access multiple accounts offline



One factor the AdWords system uses to calculate an ads actual cost-per-click (CPC) is the:

cost-per-thousand impressions (CPM) 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



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:

mobile devices with GPS enabled only
Google Maps only
any networks selected in the campaign settings
Google search only



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

The average CPC the advertiser needs to pay in order to achieve top position
The least possible CPC the advertiser needs to pay to maintain an achieved 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



An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?

The Quality Score for the account was reset after the ad was edited
The advertisers landing page is down for maintenance
The edited ad is less relevant to the keywords within the ad group
The edited ad has a lower conversion rate after the changes were made



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

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



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:

Ads tab of a specified group
Ad extensions tab
Opportunities tab
"Details" drop-down menu on the Keywords tab.



An advertiser wants to increase the position of an ad on Google, but is not willing to raise bids to accomplish this goal. What else should the advertiser do in an attempt to increase Ad Rank?

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



Which allows advertisers to automate AdWords reporting and campagin 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



How might an advertiser compare, over time, two campaign metrics such as "cost per conversion" and "cost"?

Run an impression share report and select to display the two metrics
Filter all keywords with an average position greater than three
Select the two metrics in "Graph options" on the Campaigns tab.
Search the account for keywords with high average cost-per-click (CPC) bids.



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

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



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

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




Which is the quickest way to add a long list of locations to target in an AdWords campaign?

Select "Bulk locations" in the advanced section of a campaigns location settings
Add locations as keywords to the campaign
Search for each location in the search tab of locations settings
Enter a value in the "Show my ads within" box



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:

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




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

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



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

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 taret for all channels which matches the channel with the lowest CPA
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.



You can add a '+' modifier in front of broad match keywords to...

specify that certain words must be included in someones search term to trigger your ads
indicate that this keyword should be dynamically inserted into your ad text
only trigger ads when the Google+ social extension is available
overrides negative keywords with an explicit positive keyword



Exact Match Impression Share metrics:

are available for both Search and Display Network campaigns
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 only available at the account level



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



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

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



In a Reach and Frequency report, "Frequency" is defined as the:
average number of times a user is exposed to an ad

or
the average number of times a unique user sees an ad over a given time period

total number of ad impressions
average number of times a video ad is played by a user
average number of times an ad appears on a single webpage



Reviewing "Search Terms" data on the Keywords tab will help advertisers to identify

new keywords ideas for a campaign
keywords with low Quality Scores
potential new placements to target on the Google Display Network
ad groups or campaigns that should be paused



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



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

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



Which is the next stage of detection in an AdWords accont, if Googles automatic filtering system does not successfully remove all potentially invalid clicks?

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



If the query "Seattle plumbers" is entered into Google, Google will use the location term that is part of the query to show ads:

that have included "Seattle" as an exact match in keyword lists
targeted to areas surrounding the city of Seattle
targeted to Seattle, regardless of the users location as long as they are in the US
to that user based on IP (Internet Protocol) address



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

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



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

Buy keyword books
Buy Gardening Books
Buy Books
Buy flower books



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

click "get recent changes" in the tool bar (download recent changes)
contact all other account managers
disapprove any new proposals that appear
refresh the account in AdWords



AdWords Campaign Experiments allow you to...

Test changes to your account for a portion of the auctions that your ads participates in
Automated 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 Googles Campaign Experiments team that isolates the effect of online advertisements of offline purchases



Business listings in Google Places can be:

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



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

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



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

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



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



In a Reach and Frequency report, "Reach" is defined as the:

distance between a user exposed to an ad and the business location of the advertiser
demographic populations to which an ad is served
geographic locations in which an ad is served
number of unique users exposed to an ad
or
an estimate of the number of users exposed within a selected location target, based on unique cookies



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

Account
Ad group
Campaign
Keyword



Information an advertiser would find in the Change History tool would be

changes made by the Ad Automator feature
adjustments made to the daily budget
credit card information associated with the account
timestamps for when ads were approved or disapproved



An advertiser implements Conversion Optimizer and notices campaigns are receiving fewer conversions than before the tool was implemented. Which action should the advertiser take to increase the number of conversions received?

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



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

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



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) * (0.15)
(Averaage deal value) * (10%) * (115%)
(Averaage deal value) * (10%) * (15%)



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. Lets meet or beat that benchmark across all marketing platforms."
Joe: "An MBA class once suggested ad-spend should always be 9% of revenue. Lets 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: "Lets start by verifying our campaign is profitable, then test different CPA tarets to find which maximizes total profit."



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

Run everything in a single campaign, allocating the set marketing budget to it
Automated everything in a single campaign with Branding and ROI optimizer
Allocate the set marketing budget across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved.
Divide the marketing budget between Search and Display and run two separte campaigns



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
charged to the account
removed as a result of a proactive investigation
credited to the account



Which AdWords feature is compatible with Conversion Optimizer

Separate Display Network bids
Advanced Ad Scheduling
Enhanced CPC
Ad Extensions



An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?

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



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

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



What determines a keywords clickthrough rate (CTR)?

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



You own a pizzeria in downtown Chicago. With call extensions, a customer who searches for pizza on her mobile phone can see your ad along with your phone number and make the call with one click. How is that priced?

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



A user conducts a search on the term "laptop computers" and clicks on an ad. Which landing page would be the most relevant to that user?

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



An advertiser who sells laptop computers only wants to reach consumers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:

negative keywords such as -review or -comparison
phrase match keywords such as "laptop" or "computer"
negative match keywords such as -buy or -purchase
exact match keywords such as [rate], [review], or [compare]



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?

Campaign Settings
Search Funnels
Billing Preferences
AdWords Editor



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?

Position Preference
Automatic Bidding
Ad Scheduling
Keyword Planner



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

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.
Location extensions will appear when an advertiser has targeted a specific region or location
Customized campaign targeting is required in order to enable location extensions



An advertiser notices that clicks have suddenly increased and is concerned that they might be due to invalid activity. What is the first thing the advertiser should do to investigate this situation?

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



One reason for using Conversion Optimizer is to:

maximize ad exposure
dynamically manage ad position
generate more clicks than manual bidding would generate
avoid unprofitable clicks



How should advertisers use their websites to help them structure their accounts?

Organize ad groups and campaigns to reflect the layout of the website
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



Which is the most appropriate action to take when a keyword is below the "first page bid estimate" listed in the Status column of the Keywords tab?

Consider increasing the bid or editing the keyword to improve Quality Score
Delete the keyword from all instances in the account
Change the match-type to the keyword to Exact
Always increase the keyword bid to the "first page bid estimate"



Megan enabled Conversion Optimizer in all six of her campaigns. How can she tell if Conversion Optimizer is improving campaign performance

Monitor overall changes in clicks received
Enable and disable Conversion Optimizer every other day to observer differences
Compare average CPA and conversion rate before and after using Conversion Optimizer
Install new Conversion Tracking code



What can be learned from a Search Funnel?

Search impressions 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 number of searches completed during a given period of time
The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign



To improve the performance of an ad group on the Search Network, advertisers should create ad groups containing:

managed placements and keywords
destination URLs set at the ad group level
at least 50 keywords
keywords that are also included in the ad text



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

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



The IP Exclusion tool allows advertisers to:

discover IP addresses of competitors
obtain IP addresses for valuable website visitors
determine which IP addresses have seen ads
prevent specific IP addresses from seeing their ads



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

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



How could an advertiser determine the most profitable keywords within a campaign?

Compare the costs accrued by each keyword with the conversion data for that keyword
Identify the keywords with the lowest "first page bid estimates"
Compare the total clicks to total conversions for each keyword in the account
Identify the keywords with the highest clickthrough rate



Bud would like to test new logic in his application that uses the AdWords Application Programming Interface (API) without modifying his live AdWords campaigns. Which tool would allow him to do this?

AdWords API Sandbox
Ad Preview Tool
AdWords API Tokens
Keyword Planner



An advertiser in Canada wants to view ads as they would appear to users in Mexico. Which tool should this advertiser use to accomplish this goal?

Ad Preview and Diagnosis Tool
Keyword Planner
Display Planner
Change history



Which approach to bidding is best suited to maximize profit?

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



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

mention competitor offers and prices
use special characters, such as asterisks or hashes
use exclamation points and capital letters
include prices, promotions, and a call-to-action


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

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



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$0.70
USD$0.33
USD$0.03
USD$0.30



You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which results 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



An advertiser who is selling computer monitors is writing new ad text for an existing ad group. Which line of ad text is written according to Google AdWords advertising policies?

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



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?

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
Use keyword matching options to help remove irrelevant searches



Which is a benefit of using AdWords editor?

Users with My Client Center (MCC) Reports Access can make edits to an account
Multiple users can share archives and proposals for an account
Multiple users can make offline changes to Account Preferences
Conflicts between changes made by importing a file do not need to be resolved prior to posting



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

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



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

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



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

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



Which can be specified at the campaign level?

Ad text
Billing preferences
Destination URLs
Network distribution



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

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



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

make strategic changes to the account to improve performance
upload goals to the "Advertising Goals" section in their account
bid separately for each ad variation based on its performance
manually increase clickthrough rate (CTR) to improve performance



In an AdWords account managed by multiple users, one user noticed a surprising jump in impressions. Where should this user look for details on what might have created the impression increase?

Change History
Billing Summary
Campaign Settings
Keyword Planner



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

inaccurate web server log information
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



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?

Branding campaign with set marketing budget, prioritizing current ad position over more clicks
Unprofitable campaign, planning to scale up exposure if profitability can be achieved
Branding campaign with set marketing budget, prioritizing more clicks over current ad position
Profitable campaign, missing additional profitable conversions when budget limits exposure



Which is a benefit of linking Google Places account to an AdWords campaign?

Free organic search results for the advertiser's business will be more likely to show on Google Maps
Adding or updating addresses in Google Places automatically updates validated addresses used for ads
Geographical targeting automatically expands to include all regions
Additional icon options are available for ads when using Google Places



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?

Perform Google searches on the same keywords to build data points
Run a keyword diagnosis for the keyword in question
Use the Keyword Planner to include more variations of a given keyword
View the Search terms report to determine the root cause



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

"peak season" of a product or service
improvement in an ad's position
a related press release
automated clicks



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



A florist is advertising five types of flowers, including red roses. When a user types the phrase "red roses" into Google, the advertiser's ad is displayed and clicked on. Which landing page is more likely to convert to a sale?

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



Which is a benefit linking a Google My Business account to an AdWords campaign?

Geographical targeting automatically expands to include all regions
Additional icon options are available for ads when using Google My Business
Free organic search results for the advertiser's business will be more likely to show on Google Maps
Adding or updating addresses in Google My Business automatically updates validated addresses used for ads.




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

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



How does Conversion Optimizer determine the optimal cost-per-click (CPC) bid?

It uses your conversion history to bid higher when a conversion is more likely
It sets CPC bids as one-tenth the current CPA bid setting
It only allows CPC bids lower than the current CPA bid setting
It bids a static CPC value based on current max. CPC settings



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



Which is a recommended best practice when creating a new mobile-preferred ad creative?

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



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

Include more than 50 keywords in 1 ad group
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



The owners of a coffeehouse downtown would like to run an "afternoon espresso" promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?

Managed placements
Keyword planner
Custom ad scheduling
Automatic bidding



Which allows advertisers to automate AdWords reporting and campaign management?

Use a 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



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?

Ad group data that you customize with the Report Editor
Ad average position metric from the paid and organic report
Average position metric from the top movers report
Top of page rate metric from the Auction insights report



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

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



An ad group contains the phrase-matched keyword "underwater camera." Which search query may trigger an ad in this ad group to be shown?

camera for use under water
underwater digital camera
underwater camera case
underwater lens camera



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

She's using a "Standard" campaign
She prefers not to limit ad exposure, regardless of when the restaurant is open
She can't afford to run ads at all times of the day and on all days of the week
Her ads generate 95% of her business on Fridays, so she'd like to show them more on that day



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 chocolate
We sell dark chocolate
We Sell Dark Chocolate
We Sell dard chocolate



The automated "Maximize clicks" bid strategy attempts to get advertisers the most:

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



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

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



You have a food truck and want to reach people who are nearby on their mobile phones. Your maximum cost-per-click (max. CPC) bid is US$1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What's the final bid amount?

US$1.80
UD$1.70
UD$2.80
US$2



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 keywords into Spanish
write your ad and keywords in English and target the Spanish language
in your ad text, make a reference to Spanish speakers



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
Bid Simulator
AdWords API



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

Remove the pop-ups
Ensure that the pop-ups relate to the search
Ensure that pop-ups get Sean's attention
Remove all but on of the pop-ups



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

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



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

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



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

False
True



What can you learn from attribution reports?

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



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?

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




Keyword Planner can do all of these things except:

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



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
Using the Shopping ad format
Improving a lower-level page on his website



You have a budget of US$75 per day for your client’s Search campaign, and you’d like to set a maximum cost-per-click (max. CPC) bid of US$1. How can you validate that this is the right bid amount for getting the most clicks?

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



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?

Note the sale end date in the text
insert th AdWords clock icon in each ad
Use the "Sale duration" function
Use the "Countdown" function



Adwords Editor lets users do all of these things except:

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



”Mobile app engagement” campaigns can be used to:

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



According to Google data, among consumers who conduct a local search on their smartphone, how many then visit a store within a day?

About 20%
About 50%
Nearly everyone who's ready to buy
About 10%



How might you explain to an account manager why se should identify how much a conversion costs when setting up conversion tracking for a client’s Search Network campaign?

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




The keyword insertion code in an ad's headline is "Buy {Keyword:Books" The ad appears when someone searches on "flower books" and the query matches a broad match keyword, "gardening books." How would the headline read?

Buy plant books
Buy gardening books
Buy keyword books
Buy flower-arranging books



You have an online electronics business and you’ve set up an ad group for digital cameras. What keywords could make this ad group as effective as possible?

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



An advertiser who sells designer dresses is selecting a landing page to pair with ads for a collection of spring dresses. A good landing page would show:

spring dresses in several colors
a single best-selling dress
a catalogue of spring and summer dresses
top-selling dresses for all seasons



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

Portfolio
Simulator
Bid Simulator
Keyword Simulator
CPC Simulator



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

UD$0.30
UD$0.32
UD$0.03
UD$0.31



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



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, advanced
Search Network, advanced
Display Network with Search Select



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
When people click the ad, they're taken to the get-well category
The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations and get well
Some of her keywords are on the landing page



Obi added a sitelink extension to her text ad and wants it to show as often as possible. What's the best way to achieve this?

Add a second type of extension
Lower her Ad Rank
Lower her maximum cost-per-click (max.CPC)
Raise her maximum cost-per-click (max. CPC)



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

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



A florist is advertising 5 types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on "roses"?

The "Contact us" page
The home page, showing 5 types of bouquets that include roses
The page on which people can sign up for coupons
The page showing sore bouquets



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

Cross-through conversions
Cross-OS Conversions
Click-through conversions
Cross-device conversions



Search terms report data shows that people who click on ads promoting your prescription glasses were searching for terms like "wine glasses" and "drinking glasses" Which might you add as negative keywords to prevent your ads from showing on such searches?

"wine" and "drinking"
"drinking" and "glasses"
"prescription" and "glasses"
"glasses" and "wine"



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 get an idea of how many people double clicked his ads
He can better understand whether potential customers find his ads appealing
He can get an idea of how many people who've seen his ads became customers
He can better understand what happens after potential customers click his ads



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

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




Внимание !
Вопросы к тесту выложены исключительно в ознакомительных целях: количество вопросов может не совпадать с действительным, актуальность не поддерживается,- за решением теста Welcome to the cashier!

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

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



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

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



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?

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
Use keyword matching options to help remove irrelevant searches



Which is a benefit of using AdWords editor?

Users with My Client Center (MCC) Reports Access can make edits to an account
Multiple users can share archives and proposals for an account
Multiple users can make offline changes to Account Preferences
Conflicts between changes made by importing a file do not need to be resolved prior to posting



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

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


An advertiser in Canada wants to view ads as they would appear to users in Mexico. Which tool should this advertiser use to accomplish this goal?

Ad Preview and Diagnosis Tool
Keyword Planner
Display Planner
Change history



Which approach to bidding is best suited to maximize profit?

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



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

competitor offers and prices
use special characters, such as asterisks or hashes
use exclamation points and capital letters
include prices and promotions



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

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




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$0.70
USD$0.33
USD$0.03
USD$0.30



You’re tracking conversions in a budget-constrained campaign. If you raise cost-per-click (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


A user conducts a search on the term "laptop computers" and clicks on an ad. Which landing page would be the most relevant to that user?

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



An advertiser who sells laptop computers only wants to reach consumers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:negative

keywords such as -review or -comparison
phrase match keywords such as "laptop" or "computer"
negative match keywords such as -buy or -purchase
exact match keywords such as [rate], [review], or [compare]



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?

Campaign Settings
Search Funnels
Billing Preferences
AdWords Editor



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?

Position Preference
Automatic Bidding
Ad Scheduling
Keyword Planner



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

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.
Location extensions will appear when an advertiser has targeted a specific region or location
Customized campaign targeting is required in order to enable location extensions



One reason for using Conversion Optimizer is to:

maximize ad exposure
dynamically manage ad position
generate more clicks than manual bidding would generate
avoid unprofitable clicks



How should advertisers use their websites to help them structure their accounts?

Organize ad groups and campaigns to reflect the layout of the website
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



Which is the most appropriate action to take when a keyword is below the "first page bid estimate" listed in the Status column of the Keywords tab?

Consider increasing the bid or editing the keyword to improve Quality Score
Delete the keyword from all instances in the account
Change the match-type to the keyword to Exact
Always increase the keyword bid to the "first page bid estimate"



Megan enabled Conversion Optimizer in all six of her campaigns. How can she tell if Conversion Optimizer is improving campaign performance.

Monitor overall changes in clicks received
Enable and disable Conversion Optimizer every other day to observer differences
Compare average CPA and conversion rate before and after using Conversion Optimizer
Install new Conversion Tracking code



What can be learned from a Search Funnel?

Search impressions 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 number of searches completed during a given period of time
The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign



To improve the performance of an ad group on the Search Network, advertisers should create ad groups containing:managed

placements and keywords
destination URLs set at the ad group level
at least 50 keywords
keywords that are also included in the ad text



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

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



The IP Exclusion tool allows advertisers to:

discover IP addresses of competitors
obtain IP addresses for valuable website visitors
determine which IP addresses have seen ads
prevent specific IP addresses from seeing their ads



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

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



Bud would like to test new logic in his application that uses the AdWords Application Programming Interface (API) without modifying his live AdWords campaigns. Which tool would allow him to do this?

AdWords API Sandbox
Ad Preview Tool
AdWords API Tokens
Keyword Planner


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

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




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. Lets meet or beat that benchmark across all marketing platforms."
Joe: "An MBA class once suggested ad-spend should always be 9% of revenue. Lets 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: "Lets start by verifying our campaign is profitable, then test different CPA tarets to find which maximizes total profit."



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
Automated everything in a single campaign with Branding and ROI optimizer
Allocate the set marketing budget across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved
Divide the marketing budget between Search and Display and run two separte campaigns



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
charged to the account
removed as a result of a proactive investigation
credited to the account



Which AdWords feature is compatible with Conversion Optimizer?

Separate Display Network bids
Advanced Ad Scheduling
Enhanced CPC
Ad Extensions



An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?

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



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

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



What determines a keywords clickthrough rate (CTR)?

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



You own a pizzeria in downtown Chicago. With call extensions, a customer who searches for pizza on her mobile phone can see your ad along with your phone number and make the call with one click. How is that priced?

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



In a Reach and Frequency report, "Reach" is defined as the:distance

between a user exposed to an ad and the business location of the advertiser
demographic populations to which an ad is served
geographic locations in which an ad is served
number of unique users exposed to an ad or
an estimate of the number of users exposed within a selected location target, based on unique cookies



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

Account
Ad group
Campaign
Keyword



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

changes made by the Ad Automator feature
adjustments made to the daily budget
credit card information associated with the account
timestamps for when ads were approved or disapproved



An advertiser implements Conversion Optimizer and notices campaigns are receiving fewer conversions than before the tool was implemented. Which action should the advertiser take to increase the number of conversions received?

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



AdWords Campaign Experiments allow you to.

Test changes to your account for a portion of the auctions that your ads participates in
Automated 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 Googles Campaign Experiments team that isolates the effect of online advertisements of offline purchases



Business listings in Google Places can be:

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



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



If the query "Seattle plumbers" is entered into Google, Google will use the location term that is part of the query to show ads:

that
have included "Seattle" as an exact match in keyword lists
targeted to areas surrounding the city of Seattle
targeted to Seattle, regardless of the users location as long as they are in the US
to that user based on IP (Internet Protocol) address



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

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



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

Buy keyword books
Buy Gardening Books
Buy Books
Buy flower books



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

click "get recent changes" in the tool bar (download recent changes)
contact all other account managers
disapprove any new proposals that appear
refresh the account in AdWords



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 entries every few months



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

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



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

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


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



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

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




In a Reach and Frequency report, "Frequency" is defined as the:

average
number of times a user is exposed to an ad
or the average number of times a unique user sees an ad over a given time period
total number of ad impressions
average number of times a video ad is played by a user
average number of times an ad appears on a single webpage



Reviewing "Search Terms" data on the Keywords tab will help advertisers to identify.

new keywords ideas for a campaign
keywords with low Quality Scores
potential new placements to target on the Google Display Network
ad groups or campaigns that should be paused



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

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



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

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 taret for all channels which matches the channel with the lowest CPA
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



You can add a '+' modifier in front of broad match keywords to.

specify that certain words must be included in someones search term to trigger your ads
indicate that this keyword should be dynamically inserted into your ad text
only trigger ads when the Google+ social extension is available
overrides negative keywords with an explicit positive keyword



Exact Match Impression Share metrics:

are
available for both Search and Display Network campaigns
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 only available at the account level



Linking your Google+ Page to your AdWords account.

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



Which is the quickest way to add a long list of locations to target in an AdWords campaign?

Select "Bulk locations" in the advanced section of a campaigns location settings
Add locations as keywords to the campaign
Search for each location in the search tab of locations settings
Enter a value in the "Show my ads within" box



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:

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



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



How might an advertiser compare, over time, two campaign metrics such as "cost per conversion" and "cost"?

Run an impression share report and select to display the two metrics
Filter all keywords with an average position greater than three
Select the two metrics in "Graph options" on the Campaigns tab
Search the account for keywords with high average cost-per-click (CPC) bids.



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

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



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

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



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:

Ads
tab of a specified group
Ad extensions tab
Opportunities tab
"Details" drop-down menu on the Keywords tab



One factor the AdWords system uses to calculate an ads actual cost-per-click (CPC) is the:maximum

cost-per-click (CPC) of the ad showing one position lower on the page
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
maximum cost-per-click (CPC) of the ad showing in the #1 position on the page



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:

mobile devices with GPS enabled only
Google Maps only
any networks selected in the campaign settings
Google search only



An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?

The Quality Score for the account was reset after the ad was edited
The advertisers landing page is down for maintenance
The edited ad is less relevant to the keywords within the ad group
The edited ad has a lower conversion rate after the changes were made



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

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



The AdWords Application Programming Interface (API) allows developers to use application 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



What are Sitelinks?

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



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

Campaign level
Keyword level
Account level
Ad level



AdWords Editor allows users to:

invite new users to share accounts
find relevant ads on Google partner sites
make live edits to multiple accounts simultaneously
access multiple accounts offline



If an advertiser has the same keyword in 2 different ad groups, the one to win a given auction will have the:highest

maximum cost-per-click (CPC) bid
lowest maximum CPC bid
highest cost-per-acquisition (CPA) bid
highest Ad Rank



A high Quality Score can:

be
assigned to negative keywords
improve an ad's position
be achieved with an increase in bid
prevent an ad from being served



Each of the following are benefits you would expect from Product Listing Ads except:

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



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

Opportunities
Billing
My account
Campaigns



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

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



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

OR

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
Historical conversion data
Test conversions
Forecast data




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



Dynamic search ads would be most helpful for:

websites
with hundreds or thousands of products, services, or listings that change frequently
moving an ads position dynamically in whatever direction a person's eyes are looking
a local restaurant with a dynamically changing menu that offers fresh, new entrees every day
campaigns that need to reduce exposure on competitive keywords



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?

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
Ad spend should always be 7% of revenue, which should be used as the target ROI
Decrease the target cost-per-acquisition (CPA) for the campaigns from £15 to £10 to drive an increase in profit per customer
Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit



How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts

Add a customized column for "queries" on the Keywords tab
Use the Ad Preview and Diagnosis Tool on the Tools tab
Review " Automatic placements" on the Display Network tab
Select the "Details" drop-down menu on the Keywords tab



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



Why would the data for a Search Network campaign show conversions but no view-through conversions?

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 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 sees an ad in Google Search and calls the business
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



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

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



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

Category editor
Bulk edits
Revision tool
Campaign editor



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

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



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

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



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
Cheap, cheap, cheap monitors
**Free** shipping on LCDs



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 number of mobile-optimized text ads
Decrease the mobile bid adjustment for the campaign
Decrease the number of mobile-optimized text ads
Increase the mobile bid adjustment for the campaign



The strategic use of different marketing channels affects:

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



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

Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
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
Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize clicks bidding to each campaign



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

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
Swidd people are searching on Google for information about Switzerland
People located in France are using Swiss-related words like "hotels in Switzerland"



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

Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning
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
Raise the target cost-per-acquisition (CPA) bid



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}dogtreatshttp://www.dogtreatseasytrackingdestinationURL.com

http://www.3rdpartytracker.com/rd?keyword=751123&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3DdogtrackingkeyworddestinationURL=12345678987654321%dogtreatsredirectReturn



True or Flase: Shopping ads use Merchant Center product data to decide how and where to show ads:TrueFalseof







these statements is true?

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



A new client want to promote his 3 indian restaurants, in different areas of London, to people searching for places to eat. How might you organize his account?

Create 1 campaign with an ad group for each item
Create 1 campaign with an ad group for all restaurant locations
Create 1 campaign with an ad group for each restaurant location
Create several campaigns with 2 ad groups each: dine in and takeout



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

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



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?

Display Network, advances
Search Network only
Display Network only
Search Network with Display Select



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

False
True



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?

Negotiated in advance with bulk discounts
By the minute based on the length of the call
Flat fee based on the caller's phone model
The same as when someone clicks on an ad



Data shows that your client's ad that appears to people in San Francisco gets 120 conversions at a cost of US$1200 and cost-per-acquisition (CPA) of UD$10, while ads showing in Houston get 70 conversions at a cost of US$1400 and CPA of UD$20. If you have a CPA goal of US$12, what bid adjustment would you set for each location?

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



You're reviewing the paid & organic search report for a client who runs a Maui snorkeling tour business and you see that her business and you see that her business appears only in organic search for queries such as "boat snorkeling tour" and "beachside snorkeling tour." You can use this information to:

increase the bids for the keywords that include the terms "boat," "snorkeling" and "beachside"
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



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
is using Google Analytics
is using another automated bid strategy
has fewer than 5 conversions in the last 15 days



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 her ad is shown to potential customers
They can give her an idea of how often someone clicked on her ad



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

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



Each of these are benefits you'd expect from Shopping ads except:free

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



High quality ratings for an ad can:improve

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



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

US$15
US$18
US$45
US$30



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

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



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, price and extension
a product image, title, price and merchant name
a product image, title and price



Which statement is true?

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



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

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



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?

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



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 minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction
The average amount needed to make the ad appear somewhere on the page



You want to see how raising your client’s target cost-per-acquisition (CPA) might affect his ad performance. Which tool could help?

Keyword Simulator
Target CPA Planner
Target CPA Simulator
Target Bid Simulator



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

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



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
Using multiple conversion code snippets with single-account conversion tracking
Combining the accounts for streamlined reporting



Your average bid id US$10 and you've enabled enhanced cost-per-click bidding (ECPC). Assuming you haven't set any bid adjustments. ECPC can raise your bid to which amount when AdWords sees an auction that's more likely to lead to a sale?

UD$11
UD$14
UD$13
UD$12



Yoon, who sells designer jeans, has a mobile app to help women determine what leg style looks best on their body type. What could she do to bring in more prospective customers?

Add a mobile-app extension to her ad
Use the "Ads on mobile devices" campaign type
Include a link to her mobile website in her ad
Add a call-only extension to her ad



According to Google data, 70% of mobile searchers who've recently made a purchase have:visited

a business's website from the search results page
saved a business as a contact on their phone
called a similar business from their phone
clicked to call a business from the search results page



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
It's most efficient to have a single ad group
To show ads promoting all the flavors to people searching for "gourmet popcorn"
To make sure "Sweet & spicy coconut" continues to be the bestseller



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



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

Ad delivery
Bid allocation
Ad automation
Bid capping



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
carrying over the theme of her traditional ad campaign to her online campaign
addressing consumers’ needs



The majority of consumers want ads customized to their:

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



Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?

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
Lots of his site visitors are signing up for his baseball trivia newsletter
Lots of his site visitors are 49ers fans



ata 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?

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



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 optimise the bidding strategy to increase the number of conversions?

Increase the number of mobile-optimised text ads
Decrease the number of mobile-optimised text ads
Decrease the mobile bid adjustment for the campaign
Increase the mobile bid adjustment for the campaign



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?

£0.03
£0.31
£0.32
£0.30

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