Продажа цифровой рекламы
  • Продажа цифровой рекламы
  • Сертификат продажа цифровой рекламы
  • Сертификат продажа цифровой рекламы
Продажа цифровой рекламы
  • Продажа цифровой рекламы
  • Сертификат продажа цифровой рекламы
  • Сертификат продажа цифровой рекламы

Продажа цифровой рекламы

950,00 руб.
В течение часа!
Экзамен покажет, насколько уверенно вы владеете ключевыми навыками продаж и как хорошо освоили основы онлайн-рекламы. Он позволит узнать, научились ли вы эффективно продавать корпоративным клиентам цифровые решения Google.
Количество
Есть в наличии!

Вопросы: экзамен состоит из 55 вопросов.
Время: на его прохождение отводится 90 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!

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

show ads to people on non-Google search sites

show ads on Google Maps

show ads on websites related to your business

show ads on Google Shopping

 

 

Negative keywords can help advertisers refine the targeting of their ads by:

OR

Negative keywords can help advertisers better target their ads by:

reducing their campaign’s daily budget recommendations

raising the average position of their ads

increasing the number of relevant Display Network placements

reducing the number of irrelevant clicks

 

 

What is the main purpose of summarising the conversation with the client at the end of a meeting?

It buys you extra time to decide how to close the sale.

It gives the client an opportunity to change their mind about buying from you, so it should only be done if absolutely necessary.

It makes the client feel that they are being listened to and the solution provided is customised for them.

It makes the client feel that they are important and guarantees that they will buy what you are selling.

 

 

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

OR

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

 

AdWords budgets can only be set once annually and require a fixed commitment

Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive

Online campaigns generate clicks, whereas other channels generate exposure

Budgets cannot be applied to online campaigns due to constant changes in traffic

 

 

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

Number of clicks on her ads and costs to produce her purses

How many times her ads have been viewed and clicked on

Number of clicks on her ads and revenue they generated

Costs to produce her purses and revenue generated from her ads

 

 

Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?

Online advertising is always less expensive than traditional media

Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount

Traditional media are not always measurable, but online campaigns are highly measurable and you can analyse your click data.

Traditional media generates exposure, but online advertising campaign can guarantee sales


 

You recently read a great article about the importance of a quality mattress in preventing back problems and it reminds you of your client who owns several mattress stores. After reading the article, you:

call your client and tell them about the article, what you thought would be beneficial to them, and engage in additional conversation to see how you may be able to further help grow their business

do nothing. It was a good article, but your client has been in the industry for 15 years so it would not be anything new for him.

end your client an email and explain that you, “just wanted to say ‘hi’.”

send the article to your client’s competitor with some insider notes on what you did for the client. This might be a good opportunity to get his business

 

 

Which is a benefit of doing pre-call planning before pitching online advertising solutions to a client?

To guarantee that the client will make a decision by the end of the meeting

To prepare for potential objections that the client may have

Preparation is only important if you have multiple people meeting with the client and want to avoid confusion on each person’s role in the meeting

Preparation is not critical if you have enough experience

 

 

You are nearing the end of a successful meeting with a client, when she tells you, “this all sounds really great, but I do not have the budget for Google Search right now.” What should you do next?

Explain the return on investment the client can expect and explain why she should make room in her budget

Empathise and ask the client to tell you more about their concern

Ask the client if her long-term success is worth making room in her budget

Find out if the client has someone she reports to who may be able to approve the investment in display


 

Your client mentions he has some concerns about implementing a Google Search campaign. Which is a good example of clarifying the client’s concerns?

“This sounds more like a concern your supervisor mentioned. Is that correct?”

“It sounds like you are getting incorrect information. What is the role of the person who told you that?”

“I can see how that would be your concern, but you do not have to worry about that.”

“Can you please tell me more about what you have heard and how that is a concern for you?”

 

 

You would advise a client who is launching a new product line to advertise on the Google Display Network because it can:

Reach people who are interested in similar products

use text ads that encourage people to call her business

use text ads that encourage people to visit her website

reach people who are searching for her products

 

 

Your client wants to improve their ad positioning. You recommend that one way to do this is by increasing their bid amount. Why is it a good idea to also explain to your client how this will benefit them?

It is only a good idea if the client shows a high level of interest and tells you he wants to spend more money

It is not a good idea to recommend this at all, because it might offend the client

It is not a good idea, because the client probably already knows how it will benefit him and you do not want to sound overbearing

It is a good idea to help the client understand how increasing their bid amount and ad quality will help reach their goal of reaching more customers

 

 

When covering the agenda at the beginning of a meeting, stating the purpose should be

avoided, unless the client asks you why he is meeting with you.

as fast as possible, so the client does not realize he is going to be sold.

quickly covered, so the client knows you are still in control.

client-oriented to let the client know what they will gain from a meeting with you


 

Before you meet with your new client, your online research showed that they played golf for a local university, which you also attended. Bringing this up in when you meet would:

be unnecessary, because it will not help you to make the sale.

demonstrate your interest in the client as a person and help build rapport.

demonstrate your online research abilities so that the client sees you as an expert in anything related to growing business online.

increase the length of your meeting beyond what is really necessary.

 

 

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

Send users to a video-based landing page

Send users to a mobile-friendly landing page

Avoid using ad extensions

include your phone number as your display URL

 

 

Starting a client meeting with an agenda:

can help lower the client’s resistance, because he will know what to expect.

makes the client feel he is important, even if he is not a key decision-maker.

is too structured and will probably scare the client.

is only necessary if you do not have experience in selling Google products

 

 

Asking the client, "Is there anything else that you want to discuss during our meeting?" is:

a bad idea, because it gives the client unnecessary control of the meeting.

a bad idea, because the client may feel that you do not know what you are doing.

a good idea, because you get input from the client, which makes the client feel like they are being listened to.

a good idea, but only if you know that the client will not bring up any concerns.



You can use audience targeting to show your ads to:

specific websites, based on specific interests

groups of websites, based on specific interests

specific groups of people, based on their interests

specific groups of people, based on their location

 

 

You can use Keyword Planner to identify:

the number of negative keywords you should add

The amount of traffic that potential keywords might get

which text ads are performing best based on your keywords

webpages where your ad can appear based on your keywords

 

 

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

audiences

keywords

placements

topics

 

 

You are about to conclude your meeting with a new client who would like to start an online marketing campaign. Before concluding the meeting, what best practice should you use?

Review the key objectives that the client wants to accomplish with their campaign and the strategy discussed.

Review spreadsheets and tools with your client, so that they know you are knowledgeable about growth metrics.

There is nothing that needs to be done before ending the meeting with the client.

Review the reasons why the client should buy Google AdWords, and make sure that you emphasise cost so that they understand the investment in future success.



I can see how that would be frustrating" and "That is a valid concern. Many of my clients have expressed that same concern before starting their campaign" are both examples of speaking with a concerned client. These types of responses are:

beneficial because clients buy from sales representatives that they like.

helpful because they let the client know that their concerns are valid and can help lower their resistance.

not beneficial, because clients do not need reassurance.

only beneficial when speaking with a client who is more emotional versus logical.

 

 

A question that includes factual information based on market research, such as, “Four in five consumers want search ads to be customized to their city or immediate surroundings. How are you approaching your local online opportunity?” is a good example of:

how to misinterpret data to persuade the client to buy Google AdWords.

a question that will upset the client because the client may feel as though you are questioning their current marketing strategy.

demonstrating credibility, while also seeking to understand how the client is currently approaching marketing.

a question that the client may not be able to answer, because it is confusing.

 

 

Before asking your client questions about their business, it is best to tell them why you are asking the questions and the benefits because:

you do not want the client to feel that you are wasting their time.

it will help you to appear more confident to the client and they will be more likely to give you truthful responses.

it gives the client the opportunity to decide if they need to gather more information before answering your questions.

it shows the client that you value their insight and partnership so that you can provide a tailored solution.



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

Improve the ad quality and increase bid amount

Add more keywords and increase daily budget

Improve Quality Score and decrease bid amount

Make the ad headline longer and more descriptive

 

 

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

Jim, who wants to reach people on social networks interested in poetry

Suzy, who wants to reach people browsing travel websites about China

Bill, who wants to reach people looking for plumbing services

Carol, who wants to reach people watching YouTube videos

 

 

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

Clicks

Click-through rate (CTR)

Conversion rate

Impressions

 

 

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

Sitelinks extensions

Previous visits extensions

Location extensions

Seller ratings



Which statistic indicates how often a click has led to a conversion?

Conversion rate

Cost per conversion

Click-through rate (CTR)

Clicks

 

 

Asking a client questions about their desired business objectives is:

a bad idea, because the scope is too broad for a marketing meeting.

a good idea, because it makes you sound like you understand the client.

only important when you are not getting very clear responses about the client`s marketing objectives.

a good idea, because it can lead you to other information that may be valuable in providing additional solutions.

 

 

A positioning statement is a quick, 90-second explanation of the type of clients that you work with, the challenges they face, and how they can benefit from working with you. When is it appropriate to use a positioning statement?

When the client does not seem interested in Google AdWords.

When you want the client to see you as a credible resource with solutions that can help them to reach their business objectives.

When the client is not very clear in their responses to your questions and needs more help understanding your role.

When the client has a very large budget and needs especially good treatment to ensure that they buy Google AdWords.

 

 

Which of the following is a benefit of advertising online with Google AdWords?

Advertisers can pay to always show their ad above the organic search results.

Advertisers pay the same amount every time that someone clicks their ad.

Advertisers can choose how much they spend and only pay when someone clicks their ad.

Advertisers can choose how many times their ad should be shown during the day.



Which of the following is a benefit of advertising online?

Automatically collect information about potential customers.

Increase your position in organic search results.

Make money by showing ads on your website.

Reach people who are likely to be interested in what you’re advertising

 

 

Why is it important to understand the expectations that a client has of you?

It will help you to better understand how your client wants to be served so that you can provide a great experience.

It is only important if you think that the client may have false assumptions about how the campaign will work.

To give you the opportunity to tell the client if they are being unreasonable in their requests, so that you can help them to achieve their goals.

It is important so that you can persuade the client into spending more money.

 

 

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

Improve Quality Score and increase cost-per-click (CPC)

Decrease cost-per-click (CPC) and increase daily budget

Decrease cost-per-click (CPC) and decrease daily budget

Improve Quality Score and decrease cost-per-click (CPC)

 

 

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

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

Choose the types of websites where you want your ads to be shown.

Reach customers browsing websites related to your business.

reach customers while they’re searching for your products or services



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

Average cost-per-click (avg. CPC)

Phone call conversions

Impressions

Click-through rate (CTR)

 

 

Your client wants to show ads to people who’ve visited their website before. Which AdWords feature would you recommend?

Conversion tracking

Dynamic Search Ads

Ecommerce tracking

Remarketing

 

 

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

keywords

ad text

website

placements

 

 

A standard AdWords text ad is made up of:

A headline and description text.

a headline, an image and description text.

a headline, a display URL and description text.

a display URL and description text.



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

Previous visits extensions

Sitelink extensions

Location extensions

Callout extensions

 

 

You can use Display Planner to:

See which image and text ads are performing best on the specific websites that you`re targeting

Compare how your current Display Network campaign could perform on websites that you`d like to target

See ways to reach your target audience based on your keywords, website or interest categories

See how other advertisers perform on websites where you want your ad to appear

 

 

For which client would you recommend radius targeting?

Christopher, who wants to promote his new product in select cities.

Denise, whose service can reach customers within 30 miles.

Luis, whose e-commerce business delivers nationwide.

Mabel, who wants to exclude her ads from certain cities.

 

 

A good guideline for asking your client questions to help you to understand their marketing needs and how you may be able to help them is:

Ask questions only if you did not gather enough information from your pre-call planning.

ask questions about the client`s current situation, desired situation and expectations.

uncover the client`s pain points so that you can use them against the client later.

Ask “yes” or “no” questions to show credibility and avoid confusing the client.



Which of the following is a good example of a question to better understand the client’s primary motivating factor for using AdWords?

“How will this affect your business in the long-term?”

“What is your budget?”

“When do you want to get started?”

“Who else needs to be involved in this decision?”

 

 

Which of the following is a benefit of advertising online with Google AdWords?

Advertisers can pay to always show their ad above the organic search results.

Advertisers pay the same amount every time that someone clicks their ad.

Advertisers can choose how much they spend and only pay when someone clicks their ad.

Advertisers can choose how many times their ad should be shown during the day.

 

 

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

focuses on getting customers to complete an online purchase.

measures trends relating to the search terms that people have used before seeing your ad.

automatically gives you personal details about the people who convert.

shows you which ads lead to customer actions that have value for your business.

 

 

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

Expected click-through rate (CTR)

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

Landing page experience

Ad relevance



During a sales meeting, you use the Google Trends tool to show insights and link back to what the client said about hiring someone to create online campaigns for their toy store website. What is the purpose of doing this?

There is no purpose to linking back to what the client said.

It gives you an advantage in negotiating with the client.

To let the client know that you are the expert.

It shows the client that the solution has been customized to their situation.

 

 

When introducing yourself to a new client, it is important to share:

your name.

your name and the product that you think the client will benefit most from.

your name, your role and relevant experience in helping companies similar to the client.

your name and a brief 15-minute overview of AdWords.

 

 

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

How much you’ve spent on the campaign compared to the value of leads generated

The number of clicks your ad received divided by the number of times it showed

The percentage of budget spent compared to how many forms were completed.

You can’t calculate return on investment for campaigns that are focused on online leads.

 

 

You have a meeting with a new client. Why would it be a good idea to share anonymised data (such as conversion rate and cost-per-conversion) from some successful clients in the same industry as this client?

To be so convincing that the client has no choice but to buy, because you know that they enjoy looking at data.

To make the meeting last longer, so that the client feels even more invested in the solution.

To sound smarter and show the client that you are more knowledgeable than they originally thought.

To stimulate dialogue with the client so that they become more excited about your ideas and the potential growth that their business could see.


 

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

likely they are to become a regular customer.

likely they are to click the client’s ads.

they interact with the client’s website.

they perceive the client’s products.

 

 

Thinking about the desired outcome before the meeting will:

not be helpful and will cause you to overthink the meeting

Be helpful, because it will allow you to focus on how to maximize success.

be a waste of time, and you are already very busy

Be helpful, only if it will not increase the length of your meeting beyond what is necessary.

 

 

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

Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment.

Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment.

Add call extensions to the client’s ads and monitor performance with the top vs. other segment

Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment.


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