Google AdWords Advanced Search Exam
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:
"Details" drop-down menu on the Keywords tab.
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)
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%)
Jane's e-commerce site sells a wide variety of bicycle equipment. She wants to estimate her profit-per-conversion for each ad group to get a sense of which ad groups are immediately profitable in the short term. Which formula best estimates Jane's profit-per-conversion before advertising expenses?
(Avg Revenue per Order) * (Profit Margin)
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?
20-70% off LCD monitors
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 a variety of laptop computers
Dynamic search ads would be most helpful for...
A local restaurant with a dynamically changing menu that offers fresh new entrees every few months
Which scenario would record to two conversions (1-per-click)?
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
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
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?
Ad Scheduling
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
An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?
AdWords editor
Which is a benefit linking a Google My Business account to an AdWords campaign?
Adding or updating addresses in Google My Business automatically updates validated addresses used for ads.
Which is a benefit of linking Google Places account to an AdWords campaign?
Adding or updating addresses in Google Places automatically updates validated addresses used for ads
What is a benefit of using the AdWords Application Programming Interface (API)?
Advertisers can make dynamic changes to their AdWords accounts at scale
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?
Allocate the set marketing budget across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved.
The purpose of a developer or authentication token is to track:
Application Programming Interface (API) usage
Each of the following are benefits you would expect from Product Listing Ads except:
Automatically produced video commercials
In an AdWords account, which statistic is viewable for each ad group?
Average cost-per-click (CPC)
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 flower books
Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank
CPC bid is one factor that affects Ad Rank
At which level of an AdWords account can an advertiser make changes to network and location targeting settings
Campaign
An advertiser can apply mobile bid adjustments at which of the following levels?
Campaign level
On which tab can advertisers see credits for invalid clicks within their AdWords accounts?
Campaigns
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
Megan enabled Conversion Optimizer in all six of her campaigns. How can she tell if Conversion Optimizer is improving campaign performance
Compare average CPA and conversion rate before and after using Conversion Optimizer
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
Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?
Confirmation page after a purchase
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
Which feature distinguishes location extensions from regional and customized campaign targeting?
Customized campaign targeting is required in order to enable location extensions
Linking your Google+ Page to your AdWords account...
Enables you to show more endorsements for your business from your customers and supporters
Which AdWords feature is compatible with Conversion Optimizer
Enhanced CPC
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?
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.
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?
Historical conversion data
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?
Increase the maximum cost-per-acquisition (CPA) bid
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:
Internet Service Providers (ISPs) who assign the same IP address to multiple users
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
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
What are Sitelinks?
Links to more pages of your site that appear beneath the text of your Search ads
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
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?
Make changes to improve the Quality Score of the ads keywords
Which approach to bidding is best suited to maximize profit?
Maximize ROI as a percentage
Which is a benefit of using AdWords editor?
Multiple users can make offline changes to Account Preferences
Which can be specified at the campaign level?
Network distribution
What determines a keywords clickthrough rate (CTR)?
Number of clicks divided by the number of impressions
How should advertisers use their websites to help them structure their accounts?
Organize ad groups and campaigns to reflect the layout of the website
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?
Pete: "Lets start by verifying our campaign is profitable, then test different CPA tarets to find which maximizes total profit."
Which is the next stage of detection in an AdWords account, if Googles automatic filtering system does not successfully remove all potentially invalid clicks?
Proactive offline analysis by the Google Ad Traffic Quality Team
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?
Profitable campaign, missing additional profitable conversions when budget limits exposure
You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which results is most likely?
Receive fewer conversions while paying more on average per conversion
Which are key elements to keep in mind when optimizing a landing page for AdWords
Relevant and original content that clearly represents the business
An advertiser's ad is not appearing in the Ad Preview and Diagnosis Tool when exact keywords are queried. Which action would help the advertiser to determine why the ad is not showing?
Run a keyword diagnosis for the keyword in question
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?
Search Funnels
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
How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts
Select the "Details" drop-down menu on the Keywords tab
AdWords Campaign Experiments allow you to...
Test changes to your account for a portion of the auctions that your ads participates in
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
What is the definition of actual cost-per-click (CPC)?
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
An advertiser attempts to enable Conversion Optimizer but the feature is not available in the account. Which is the most likely reason?
The advertiser has fewer than 15 conversions in the last 30 days
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?
The cost is the same as a standard click on the ad
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
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
What can be learned from a Search Funnel?
The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign
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
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?
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.
Which is a recommended action for new mobile preferred ad creative?
Use a mobile-optimized landing page
In order to achieve the best performance possible from text ads, which is a best practice that should be followed?
Use account statistics and reports to monitor ad performance
An advertiser notices that the clickthrough rate (CTR) in one ad group has significantly decreased throughout the past few weeks. What could this advertiser do in an attempt to increase CTR and maintain relevant website traffic?
Use keyword matching options to help remove irrelevant searches
Which allows advertisers to automate AdWords reporting and campaign management?
Use of an AdWords Application Programming Interface (API) web service
An advertiser targeting only France determines that clicks have been received from users in Switzerland. Why might clicks outside of the target location occur?
Users in Switzerland are searching on Googles French domain
Assuming default cookie expiration timing, a conversion (1-per-click) is recorded when:
a single conversion is made within 30 days following an AdWords ad click
AdWords Editor allows users to:
access multiple accounts offline
One factor the AdWords system uses to calculate an ads actual cost-per-click (CPC) is the:
actual cost-per-click (CPC) of the ad showing one position lower on the page
information an advertiser would find in the Change History tool would be
adjustments made to the daily budget
Advertisers can provide physical address information about their businesses through Google Places accounts. Ads that include this type of information are eligible to show on:
any networks selected in the campaign settings
What kind of click volume increase is likely to be immediately filtered from an AdWords campaign
automated clicks
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
One reason for using Conversion Optimizer is to:
avoid unprofitable clicks
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:
best Quality Score
Exact Match Impression Share metrics:
calculate impression share as if all keywords were set to exact match
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)
Automatic cost-per-click (CPC) bidding attempts to get advertisers the most:
clicks for their daily budget
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
A high Quality Score can:
improve an ad's position
In order to differentiate ads from the ads of competitors, advertisers creating text ads should:
include prices, promotions, and a call-to-action
The AdWords Application Programming Interface (API) allows developers to use application that:
interact directly with the AdWords server
To improve the performance of an ad group on the Search Network, advertisers should create ad groups containing:
keywords that are also included in the ad text
Business listings in Google Places can be:
location extensions in AdWords
Local Google+ pages created on Google My Business can be:
location extensions in AdWords
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
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
Reviewing "Search Terms" data on the Keywords tab will help advertisers to identify
new keywords ideas for a campaign
In a Reach and Frequency report, "Reach" is defined as the:
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
The IP Exclusion tool allows advertisers to:
prevent specific IP addresses from seeing their ads
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
several colors of spring dresses
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
If the query "Seattle plumbers" is entered into Google, Google will use the location term that is part of the query to show ads:
targeted to Seattle, regardless of the users location as long as they are in the US
An ad group contains the phrase-matched keyword "underwater camera." Which search query may trigger an ad in this ad group to display?
underwater camera case
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:
users who are comparison shopping for shoes
