Google Search
Dynamic search ads would be most helpful for:
a global, online clothing retailer that changes its inventory seasonally Websites / a global, online clothing retailer that changes its inventory seasonally with / hundreds or thousands of products, services, or listings that frequently change
The automated "Maximize clicks" bid strategy attempts to get advertisers the most:
clicks for their daily budget
You're reviewing the paid & organic search report for a client who runs a Maui snorkeling tour business, and you see that her business appears only in organic search for queries such as "boat snorkeling tour" and "beachside snorkeling tour." You can use this information to:
create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords
If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:
create a Universal App campaign
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 the value of an AdWords customer, factor out gross margins, and subtract AdWords costs
You can use target cost-per-acquisition (CPA) bidding to help:
get as many conversions as possible within your budget
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
If an advertiser has the same keyword in 2 different ad groups, the one entered in a given auction will have the:
highest Ad Rank.
You're using target search page location bidding. You know it's working because you see your ad:
on the first page of Google search results or in the top positions
The strategic use of different marketing channels affects:
online purchase decisions
Keyword Planner can do all of these things except:
provide Quality Score estimates and validate keywords
To optimize a client's campaign to get the most out of her mobile advertising, you can:
set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data
AdWords Editor lets users do all of these things except:
simultaneously make edits to multiple accounts online
An ad group contains the phrase-matched keyword "underwater camera." Which search query may trigger an ad in this ad group to be shown?
underwater camera case
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"
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 US$10, while ads showing in Houston get 70 conversions at a cost of US$1400 and CPA of US$20. If you have a CPA goal of US$12, what bid adjustment would you set for each location?
+20% for San Francisco, -40% for Houston
Why would the data for a Search Network campaign show conversions but no view-through conversions?
A view-through conversion is counted when someone sees an image or rich media ad on the Display Network but doesn't click, and later converts on the site
Which option can you use to capture potential business later in the day, even on a limited budget?
Ad delivery
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
You're the account manager for a client who wants to increase reservations at her boutique hotel. You've been manually managing the bids for her campaigns, and you're looking for ways to save time and optimize. How can you most effectively do this?
Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
Megan enabled target cost-per-acquisition (CPA) bidding in all 6 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
A new client wants to promote his 3 Indian restaurants, in different areas of London, to people searching for places to eat. How might you organize his account?
Create 1 campaign with an ad group for each restaurant location
You own a bed and breakfast in southern France and want to target English-speaking tourists looking for accommodations after they've arrived in France. What language and location should you target?
English; southern France
You manage the campaigns for a client that runs a wine tour business in Florence. The ads have stopped showing on Google. If the budget is limited, what might help make sure the ads show?
Improve the quality of the campaigns' keywords by making sure they're relevant to the ads' text and landing pages
You're working on the bidding strategy for a Search Network campaign. If the cost-per-conversion for mobile is lower than for desktop, how might you optimize the bidding strategy to increase the number of conversions?
Increase the mobile bid adjustment for the campaign
An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversions. What could help increase the number of conversions?
Increase the target CPA bid
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
Which of these statements is true?
Location extensions appear when someone who's physically near the business searches on relevant terms
Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?
Lots of his site visitors are signing up for his baseball trivia newsletter
One factor the Google Ads system uses to calculate an ad's actual cost-per-click (CPC) is the
Maximum CPC bid of the ad showing one position lower on the page.
Small-business owner Marcos set up his Google Ads campaign by thinking of "obvious" keywords off of the top of his head. What's one way he might improve them?
See the suggestions on the Opportunities tab
Heather has a mobile app she wants people to keep using once they've downloaded it. How can she make it more engaging?
Set up custom deep links
According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?
Shoe stores near me
An advertiser makes edits to an ad and notices that its position is 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
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 minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction
With call extensions, a customer who searches for Thai food on her mobile phone can see an ad for a Thai restaurant, along with a phone number, and make the call with one click. How is that priced?
The same as when someone clicks on an ad
What can you learn from attribution reports?
The series of steps customers take before completing a conversion, including information on ads, clicks, and other elements of a campaign
An advertiser enables target cost-per-acquisition (CPA) bidding and notices that conversions decrease. What might cause this?
The target CPA bid was lower than the recommended amount
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 give her an idea of how often her ad is shown to potential customers
Which statement about ad extensions isn't true?
They often appear below the organic search results
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
Which report and metric should you analyze to see how often your client's ads are showing above search results in comparison with other advertisers?
Top of page rate metric from the Auction insights report
True or false: Adding an extension to a text ad improves an advertiser's Quality Score.
True
True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.
True
Chanara, a senior account manager at a large digital agency, likes having a Google Ads 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
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?
Use bid simulators to see CPC estimates
Hannah is having a sale. In her ads, she wants to include the amount of time left in the sale. What's the best way to do this?
Use the "Countdown" function
Daley is managing multiple Google Ads accounts for a grocery store chain and using conversion tracking. What might make her daily Google Ads tasks simpler?
Using 1 conversion code snippet with cross-account conversion tracking
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 in your ad text, like model names of digital cameras
Your client's product costs US$50 to produce, and it sells for US$150. She's sold 10 units and spent US$700 on her Google Ads campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using Google Ads?
[US$1500 (revenue) - US$1200 (cost + Google Ads spend)] / US$1200 (cost + Google Ads spend)
Your client's product costs US$50 to produce, and it sells for US$150. She's sold 10 units and spent US$700 on her Google Ads campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using Google Ads?
[£1500 (revenue) - £1200 (cost + Google Ads spend)] / £1200 (cost + Google Ads spend)
Obi added a sitelink extension to her text ad and and wants it to show as often as possible. What's the best way to achieve this?
Raise her maximum cost-per-click (max. CPC)
You want to see how raising your client's target cost-per-acquisition (CPA) might affect his ad performance. Which tool could help?
Target CPA Simulator
Jonathan, who has a Bay Area sailing excursion business, notices that his text ads show below a competitor's in search results when people enter keywords like "sailing excursions on San Francisco Bay." Which automated bid strategy could help him attain the top position?
Target outranking share
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:
Bid Simulator
Which best describes the relationship between maximum cost-per-click (max. CPC) bids and Ad Rank?
CPC bid is one factor that affects Ad Rank.
Which statement is true?
Call-only ads only let people call the business
Executives at a small e-commerce company are debating Google Ads 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?
Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit
According to Google data, after seeing an ad on their smartphone, more than half of people:
Do a mobile search
You might analyze exact match impression share data to get an idea of:
the percentage of eligible impressions you received for searches that exactly matched your keywords
