Google Ads Fundamentals
Belinda's boutique just started carrying 3 new designer labels. She wants to show an image and announcing the new collections to people who are browsing websites about designer clothing. Which campaign type is a good fit? -"Display Network only - All features" -"Search Network only - All features" -"Search Network only - Standard" -"Shopping"
"Display Network only - All features"
Tony travels frequently. He needs to be able to make changes to his AdWords account while he's offline, so he downloads AdWords Editor. Using AdWords Editor, Tony can do all of the following, except: -Refresh data to reflect the latest statistics on his CPC campaign -Undo and redo multiple changes while editing his campaigns -Copy or move items between ad groups and campaigns -Manage, edit and view multiple accounts at the same time
Refresh data to reflect the latest statistics on his CPC campaign
Conversion Tracking helps you improve the ROI from your online advertising, because it: -Shows you which ads lead to customer actions that have value for your business -Automatically gives you personal details about the people who convert -Focuses on getting customers to complete an online purchase -Measures trends relating to the search terms people have used before seeing your ad
Shows you which ads lead to customer actions that have value for your business
If you want to direct people to specific pages on your website from your ad, you can create an ad that uses: -Callout extensions -Location extensions -Previous visits extensions -Sitelink extensions
Sitelink extensions
When people search for your client's watch repair business, they use very specific terms like "vintage repairs". to show your ads for these searches, you'll want to use: -Exact match keywords -Negative match keywords -Broad match keywords -Phrase match keywords
Exact match keywords
When people search for your client's watch repair business, they use very specific terms like "vintage watch repairs". to show your ads for these searches, you'll want to use: -Exact match keywords -Negative match keywords -Broad match keywords -Phrase match keywords
Exact match keywords
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 show -Reach customers while they're searching for your products or services -Reach customers browsing websites related to your business
Reach customers while they're searching for your products or services
You would advise a client that's launching a new product line to advertise on the Google Display Network, because she can: -Reach people who are searching for her 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 interested in similar products
Reach people who are interested in similar products
Tom wants to promote his windshield repair company's emergency service by reaching people right when they're searching for help. Which campaign type is a good fit? -"Search Network only" -"Display Network only" -"Shopping" -"Search Network with Display Select"
"Search Network only"
Donna sells t-shirts featuring vintage album covers. She wants people searching for unusual t-shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend? -"Search Network only - All features" -"Display Network only - All features" -"Search Network with Display Select - All features" -"Display Network only - Remarketing"
"Search Network with Display Select - All features"
All other things being equal, if you've set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you'd pay for that click? -$0.51 -$1 -$1.01 -$0.5
$0.51
Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad? -His homepage, with links to instrument sales, rentals, and music lessons -A page with information on music lessons and a contact form -A page with wide selection of instruments for sale -A page with information on instrument rentals and a contact form
A page with information on instrument rentals and a contact form
Your ad can show to a user when a targeted language matches: -The language of websites a user visits most often -A user's Google interface language setting -A user's operating system language -A user's browser setting
A user's Google interface language setting
When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords? -AdWords can automatically include these variations for you -Your keyword list would be disapproved based on Google's advertising policies -Broad match only includes the exact words and phrases a user searches for -AdWords only shows an ad for keywords with proper spelling and plural forms
AdWords can automatically include these variations for you
Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google's advertising policies. -AdWords policies can help ensure ads are useful, varied, relevant and safe for web users -AdWords policies can keep disapproved ads and websites out of organic search results -AdWords policies can help web users distinguish between ads and search results -AdWords policies can help keep ad costs low and affordable for advertisers
AdWords policies can help ensure ads are useful, varied, relevant and safe for web users
What's a benefit of having multiple ads in that ad group? -Ads are only eligible to show ad extensions if there are more than one ad in that ad group -Ads are only eligible to show at the top of the page if there are more than one ad in that ad group -AdWords will automatically rotate your ads and show the best performing ones more often -AdWords will automatically match each ad to the keywords it's most relevant to
AdWords will automatically rotate your ads and show the best performing ones more often
Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text? -A call-to-action like "Visit our gym now" -Add a promotion like "20% off fitness classes" -A prominent headline like "TRIAL MEMBERSHIPS AVAILABLE" -Add a call-to-action like "Sign up for a free trial"
Add a call-to-action like "Sign up for a free trial"
A client who owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client's campaign to help achieve their goal? -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 -Include a phone number in the client's ad's headline and monitor performance with the mobile clicks-to-call segment
Add call extensions to the client's ads and monitor performance with the mobile clicks-to-call segment
Data shows that the audience for a client's running shoe store is women ages 35 to 50. How can you optimize this client's Display Network campaign based on your research? -Increase CPC bids and experiment with variations of ad text that includes running tips -Add demographic and age targeting to show ads to people in this audience -Set up a remarketing list to show ads to women who have previously visited your client's website -Use frequency capping to limit the number of times men ages 40 to 65 see your client's ads
Add demographic and age targeting to show ads to people in this audience
What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand? -Increase the daily budget and add text ads with clear call-to-actions like "Buy now" -Add display ads and affinity audiences targeting people interested in green living and beauty Add affinity audiences targeting people interested in green living and beauty (new answer, wording is slightly different) -Use a balanced combination of broad-, exact- and phrase-matched keywords -Target large metropolitan areas where people are more likely to encounter her product
Add display ads and affinity audiences targeting people interested in green living and beauty Add affinity audiences targeting people interested in green living and beauty (new answer, wording is slightly different)
Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign? -Increase bids on relevant keywords with low clicks and CTR -Broaden his keyword list for ads with the lowest CTR -Increase bids for ads with the lowest average position and CTR -Add new relevant keywords and remove keywords with low CTR
Add new relevant keywords and remove keywords with low CTR
When reviewing the Search terms report for one of your client's campaigns, you notice several terms that aren't relevant to what they're advertising. How can you use this information when refining the campaign's keywords? -Add the terms as exact match keywords -Add the terms as phrase match keywords -Add the terms as keywords -Add the terms as negative keywords
Add the terms as negative keywords
What happens when a campaign consistently meets its average daily budget? -Average CPC clicks will be lowered -Ads in that campaign will show less often they could -Your budget is automatically adjusted -Ads in that campaign will stop showing for the rest of the billing cycle
Ads in that campaign will show less often they could
Which is a benefit of advertising online with Google AdWords? -Advertisers can choose how much they spend and only pay when someone clicks their ad -Advertisers pay the same amount every time someone clicks their ad -Advertisers can have ads automatically translated into different languages -Advertisers can pay to always show their ad above the organic search results
Advertisers can choose how much they spend and only pay when someone clicks their ad
When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords? -Broad match only includes the exact words and phrases a user searches for -AdWords only shows an ad for keywords with proper spelling and plural forms -Your keyword list would be disapproved based on Google's advertising policies -Adwords can automatically include these variations for you
Adwords can automatically include these variations for you
When choosing a maximum CPC bid, you should consider the amount of that you make from a purchase, because you want to set a bid amount that's: -The same amount as the profit generated by your product -50% of how much your product is worth -The same amount as the revenue generated by your product -Based on how much your product is worth
Based on how much your product is worth
Which client would you advise to advertise on the Google Search Network? -Suzy, who wants to reach people browsing travel websites about China -Jim, who wants to reach people on social networks interested in poetry -Bill, who wants to reach people looking for plumbing services -Carol, who wants to reach people watching YouTube videos
Bill, who wants to reach people looking for plumbing services
Each campaign in your AdWords account should have a single: -Ad group -Maximum CPC bid -Business goal -Landing page
Business goal
Which bidding strategy should Sara use if her goal is to get more people to call her local catering business? -CPA -CPC -CPV -CPM
CPA
Target CPA bidding can help drive conversions by using your conversion history and: -CPA goals to show the optimal ad when a conversion is more likely -CPC goals to raise your bid when a conversion is more likely -CPA goals to raise your bid when a conversion is more likely -CPC goals to show the optimal ad when a conversion is more likely
CPA goals to raise your bid when a conversion is more likely
How do CPC ads compete with CPM ads on the Google Display Network? -CPM bids are effectively converted to CPC bids -CPC and CPM bids only compete against bids of the same type -Ads using CPC bids are not allowed to compete on the Display Network -CPC bids are effectively converted to CPM bids
CPC bids are effectively converted to CPM bids
Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him? -Reach and frequency data -Call extensions -Placement targeting -CPM bidding
Call extensions
Your client's campaign is consistently meeting its average daily budget. What should you do to maximize your client's budget throughout all hours of the day? -Pause the campaign to stop showing ads and accruing costs. -Increase the maximum CPC bid -Lower the daily budget amount -Change the ad delivery method from "Accelerated" to "Standard"
Change the ad delivery method from "Accelerated" to "Standard"
Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you want to most improve? -Click through rate (CTR) -Converted clicks -Conversion rate -Impressions
Click through rate (CTR)
Which statistic indicates how often a click has led to a conversion? -CTR -Conversion rate -Converted clicks -Cost-per-conversion
Conversion rate
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)? -How many times her ads have been viewed and clicked on -Number of clicks on her ads and costs to produce her purses -Costs to produce her purses and revenue generated from her ads -Number of clicks on her ads and revenue they generated
Costs to produce her purses and revenue generated from her ads
Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don't live in France. What would be an effective way to target this client's customers? -Create a campaign with ads and keywords written in French -Create a keyword list with the exact match keyword "Paris" and negative keyword "France" -Create a campaign targeting French and regions other than Paris -Create a campaign targeting Paris and languages other than French
Create a campaign targeting Paris and languages other than French
While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group, because it will allow her to: -Only create one ad that's relevant to all keywords -Create multiple ads for each keyword -Create a different ad for each keyword -Create ads that are relevant to all keywords
Create ads that are relevant to all keywords
Cliff just started working with a client who has a very disorganized AdWords account. What's an effective way for him to begin reconstructing his client's account? -Create campaigns based on the structure of his client's website -Create one campaign for all the products his client's offer -Create one campaign with a broad selection of keywords -Create multiple campaigns, each with a set of related keywords
Create campaigns based on the structure of his client's website
Your new client's AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this Client's keywords? -Create one ad group for every five keywords -Remove half of the keywords from the ad group -Create new ad groups with related keywords grouped together -Create new ad groups with several keyword match types
Create new ad groups with related keywords grouped together
You can win a higher ad position in the auction with a lower CPC bid by: -Creating high quality ads and landing pages -Creating ads that include terms or phrases people are searching for -All of the listed answers -Creating ads that link to a generic landing page
Creating high quality ads and landing pages
Which client would you advise to use radius targeting? -Mabel, who wants to exclude her ads from certain cities -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
Denise, whose service can reach customers within 30 miles
By monitoring ad campaign performance, an advertiser may obtain the information needed to: -Determine if campaigns are meeting overall marketing and conversion goals -Create duplicate ad groups with identical keywords and different ad variations -Compare campaign performance to that of other advertisers -Create additional AdWords accounts for low-performing keywords
Determine if campaigns are meeting overall marketing and conversion goals
One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works? -To show an ad more often, AdWords charges more than the average daily budget amount multiplied by 30.4 -Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies -AdWords automatically increases the maximum CPC bid to show an ad higher in Google search results -Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4
Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4
What's one of the main benefits of using ad extensions? -Extensions are automated so you don't have to create your ads -Extensions increase your reach by showing your ad on more advertising networks -Extensions ensure a higher CTR, because they make your ad more prominent -Extensions provide additional information to make your ads more relevant to customers
Extensions provide additional information to make your ads more relevant to customers
A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal? -Google's Display Network includes many mobile apps where she could show her ad -Google's Search Network will help her target people who are more likely to download her app -She can use keywords like "mobile app" to target people who are more likely to download her app -She can use mobile app extensions to reach users in apps
Google's Display Network includes many mobile apps where she could show her ad
A standard AdWords text ad is made up of: -Headline text, an image and description text -Headline text, a display URL and description text -A display URL and description text -Headline text and description text
Headline text, a display URL and description text
You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign? -The number of clicks your ad received divided by the number of times it showed -How much you've spent on the campaign compared to the value of leads generated -You can't calculate return on investment for campaigns that are focused on online leads -The percentage of budget spent compared to how many forms were completed
How much you've spent on the campaign compared to the value of leads generated
Which of these metrics is especially important to clients who are running a branding campaign? -Impressions -CTR -Phone call conversions -Average CPC
Impressions
An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position? -Decrease CPC bid and decrease daily budget -Improve Quality Score and increase CPC bid -Improve Quality Score and decrease CPC bid -Decrease CPC bid and increase daily budget
Improve Quality Score and increase CPC bid
Your client wants to improve her ad position. What would you recommend? -Improve ad quality and increase bid amount -Improve Quality Score and decrease bid amount -Add more keywords and increase daily budget -Make the ad headline longer and more descriptive
Improve ad quality and increase bid amount
When creating text ads to advertise a client's small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers? -Information about Italian food in the description -Use the same headline and description as other advertisers -Include call-to-actions, such as "Find the nearest location" -An exclamation point in the display URL
Include call-to-actions, such as "Find the nearest location"
When building a keyword list for a Display Network campaign, you should do which of the following: -Include keywords that are related to websites your customers visit -Only use Keyword Planner to identify new keywords -Only include exact match keywords -Use Display Campaign Optimizer to identify new keywords
Include keywords that are related to websites your customers visit
You sell video games and want people who play mobile gaming apps to know about your store. What's one benefit promoting your products with a mobile apps campaign on the Display Network? -It allows you to show your ad on app categories that you choose -It lets people who see your ad get directions to your store on Google Maps -It encourages people using mobile devices to install your app -It directs people to your online store to purchase your products
It encourages people using mobile devices to install your app
Your ad can show on the Google Search Network when someone searches for terms that are similar to your: -Keywords -Website -Placements -Ad text
Keywords
On the Google Display Network, your ad is eligible to show on a webpage if your: -Landing page matches that webpage's content -Website matches that webpage's content -Keywords match that webpage's content -Ad text matches that webpage's content
Keywords match that webpage's content
You signed 3 new clients, each with an existing AdWords account. What's the best way to manage these accounts? -Link the client accounts to your AdWords manager account -Consolidate the 3 accounts into a new AdWords account you create -Use your clients' sign-in information to access and manage the accounts -Pause your clients' campaigns and recreate them in your manager account
Link the client accounts to your AdWords manager account
Which ad extension would you use for an advertiser who has a chain of restaurants? -Seller ratings -Sitelink extensions -Previous visit extensions -Location extensions
Location extensions
Higher Quality Scores typically result in: -Better ad positions only -Lower costs and better ad positions -Lower costs only -Higher costs and better ad positions
Lower costs and better ad positions
What is the recommended next step if you noticed from the Search terms report that certain search terms are leading to a high number of clicks on your ads? -Make sure all of these search terms are included as keywords, regardless of relevance -Add sitelinks to your ads to make them even more prominent -Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords -Add search terms that are not leading to many clicks as negative keywords
Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords
Your client's campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client's conversion rate? -Make sure the landing page is closely related to the ad -Increase the CPC bid for low-performing keywords -Broaden the list of keywords to reach more potential customers -Increase the average daily budget for the campaign
Make sure the landing page is closely related to the ad
When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get. Which bidding strategy should you use to achieve this goal? -CPM -Manual CPC -Automatic CPC -CPA
Manual CPC
Which of the following items is not a component of Quality Score? -Ad relevance -Maximum CPC bid -Expected CTR -Landing page experience
Maximum CPC bid
What happens as a result of a search campaign consistently meeting its daily budget? -Fewer sites targeted at once -Missed potential ad impressions -Accelerated ad delivery -Higher average CPCs
Missed potential ad impressions
Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices? -Mobile bid adjustments -Cost per acquisition (CPA) -Target return on ad spend (ROAS) -Target search page location flexible bidding strategy
Mobile bid adjustments
An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend? -Delete the keyword and add a synonym of the keyword to the campaign -Modify the ad associated with that keyword to direct to a highly-relevant landing page -Delete the keyword and use Keyword Planner to find more Relevant keywords -Set an ad group bid adjustment of +20% for the keyword
Modify the ad associated with that keyword to direct to a highly-relevant landing page
Keyword Planner can help you build a new Search Network campaign by: -Multiplying keyword lists together -Creating new ads based on your keywords -Organizing potential placements into ad groups -Suggesting landing pages for your ads
Multiplying keyword lists together
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? -Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without 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 -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 predetermined budget as long as ROI is positive.
Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query "Hawaii vacations". What does this mean? -Karen's ads often show below her organic results for the search query -Karen's average organic position is higher than other advertisers', but her average ad position is lower than other advertisers' -Karen's ads don't often show for the search query -People who see Karen's site in relevant organic search results often click through to her site
People who see Karen's site in relevant organic search results often click through to her site
If you'd like your ads to show on certain cites across the Internet, you can add these websites as: -Keywords -Placements -Topics -Audiences
Placements
Research for a client who owns used car dealerships shows that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people? -Remarketing -Topics -Placements -Keywords
Placements
Which is a benefit of advertising online? -Reach people who are likely interested in what you're advertising -Increase your position in organic search results -Automatically collect information about potential customers -Make money by showing ads on your website
Reach people who are likely interested in what you're advertising
Negative keywords can help advertisers refine the targeting of their ads by: -Increasing the number of relevant Display Network placements -Reducing the number of irrelevant clicks -Raising the average position of their ads -Reducing their campaign's daily budget recommendations
Reducing the number of irrelevant clicks
Your client wants to show ads to people who've visited her website before. Which AdWords feature would you recommend she use? -Remarketing -Ecommerce tracking -Dynamic search ads -Conversion tracking
Remarketing
What's the easiest way to evaluate if one version of your landing page performs better than another for the same ad? -Run a Campaign Experiment on the existing campaign that switches between both landing pages -Replace the existing landing page with the new one and compare this month's data to last month's -Create another ad group for the new landing page and compare the two ad groups -Create another campaign for the new landing page and compare the two campaigns
Run a Campaign Experiment on the existing campaign that switches between both landing pages
Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she's open for business. Which campaign type is a good fit? -Search Network only - All features -Search Network with Display Select - All features -Display Network only - All features -Display Network only - Remarketing
Search Network only - All features
You can use Display Planner to: -See which image and text ads are performing best on the specific websites you're targeting -Compare how your current Display Network campaign could perform on websites 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
See ways to reach your target audience based on your keywords, website or interest categories
Why should you link your client's AdWords account to Google's Webmaster Tools? -See which campaign have the biggest changes in clicks, costs and conversions -See how often your ads rank higher in search results than those of other advertisers participating in the same auction -See if people reach your client's website via ads or organic search results -See how your ads performed when triggered by actual searchers
See if people reach your client's website via ads or organic search results
Julian wants to reach potential customers based on the type of device they're using, but he doesn't know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target? -Set up an experiment to test which device he should target -Create multiple ad groups that target different devices and monitor the results -Segment his campaign statistics table by device -Create multiple campaigns that target different devices and monitor the results
Segment his campaign statistics table by device
How can you see if people are searching for your client's services during the early morning and evening hours? -Segment performance statistics by time -Run a search terms report -Monitor reach and frequency data -Run a keyword diagnosis
Segment performance statistics by time
In order to appeal to customers on mobile devices, it's important to: -Avoid using ad extensions -Include your phone number as your display URL -Send users to a video-based landing page -Send users to a mobile-friendly landing page
Send users to a mobile-friendly landing page
An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account? -Set a daily budget of $20 for the advertiser's campaign -Set a bid of $20 for the advertiser's campaign -Set a bid of $20 per ad group -Set a daily budget of $20 for the advertiser's account
Set a daily budget of $20 for the advertiser's campaign
Laura runs an ad online store with a large inventory of children's toys and games. Which ad format would you use for Laura's campaign to reach people interested in purchasing children's games? -App promotion ads -Sitelink extensions -Shopping ads -Image ads
Shopping ads
Clyde wants to raise the profile of his dance school. A "Display Network only" campaign can help him: -Show ads on dance websites and YouTube videos -Show ads when someone searches for dance classes -Pick the most popular keywords for his campaign -Match his ad text to what people are searching
Show ads on dance websites and YouTube videos
You would choose to advertise on the Google Display Network if you wanted to: -Show ads on Google Shopping -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 websites related to your business
You can use audience targeting to show your ads to: -Specific groups of people, based on their location -Specific websites, based on specific interests -Group of websites, based on specific interests -Specific groups of people, based on their interests
Specific groups of people, based on their interests
A client who owns an online running shoe store wants to drive sales of a particular model of women's running shoes. What keywords should you include in this client's keyword list to help achieve their goal? -Generic terms about running and running shoes -Generic terms about different types of women's shoes -Specific terms about the benefits of running -Specific terms about the shoe brand and model your client is selling
Specific terms about the shoe brand and model your client is selling
When reviewing your client's Search Network campaign, you notice that the ads in one of the ad groups have a low average position. Which flexible bid strategy should you use to help improve the position of these ads? -Target return on ad spend (ROAS) -Enhanced cost-per-click -Target search page location -Maximize clicks
Target search page location
An e-commerce client wants her campaign to be more profitable. After calculating this client's total profits from AdWords, what can you do to start maximizing results for profit? -Delete keywords that are generating the most clicks -Test different CPC bids -Test only one version of your ad text -Lower the CPC bids and increase the budget
Test different CPC bids
You can use Keyword Planner to identify: -Webpages where ad can appear based on your keywords -The amount of traffic potential keywords might get -Which text ads are performing best based on your keywords -The number of negative keywords you should add
The amount of traffic potential keywords might get
Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score and: -The expected impact of extensions and other ad formats -The search ranking of your website -The daily budget you've set -Your historical conversion rate
The expected impact of extensions and other ad formats
An advertiser looking to drive conversions is using manual CPC bidding. Which Factor should be most important for this advertiser when deciding keyword bids? -The average profit per conversion -The bids of the next closest advertiser -The profit derived from a paid click -The Quality Score of the keyword
The profit derived from a paid click
What does "converted clicks" measure? -The total number of clicks that led to a conversion -The total number of conversions divided by the total number of clicks -The total number of clicks within your chosen conversion window -The percentage of clicks that led to a conversion
The total number of clicks that led to a conversion
Google Analytics can help you learn more about the behavior of your client's customer's, because it shows you how: -Likely they are to become a regular customer -Likely they are to click her ads -They interact with her website -They perceive her products
They interact with her website
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? -Traditional media generates exposure, but online advertising campaigns can guarantee sales -Online advertising is always less expensive than traditional media -Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data -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 is not always measurable, but online campaigns are highly measurable and you can analyze your click data
When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your: -Historical conversion rate estimates for your keyword and placement ideas -Traffic estimates for your placement ideas -Traffic estimates for your keyword ideas -Historical CPC estimates for your keyword and placement ideas
Traffic estimates for your placement ideas
Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client? -Refine where your ads show by adding the keyword "Tokyo" -Use a location bid adjustment to increase bids for customers in Tokyo -Create a separate ad group to target ads and bids for Tokyo -Use the user location view to understand if people who click your ads are in Tokyo
Use a location bid adjustment to increase bids for customers in Tokyo
Your client noticed last month that his ad often showed up beside another advertiser's ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers? -Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers -Use the paid & organic report to show his website appears in organic search with no associated ads -Use the Search term report to show which search terms lead to the most clicks on his ads -Use the top movers report to show which campaigns have seen the biggest change in clicks since last month
Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
What's one benefit of creating multiple ad groups? -You can pause specific keywords if they're not performing well -You can break up keywords and ads into related themes -You can target specific ad groups into various Google networks -You can set different budgets for each ad group
You can break up keywords and ads into related themes
What's a reason to use "Search Network with Display Select" campaign type? -Your ads only show on the first page of search results -You can use one budget to advertise on the Search Network and Display Network -You can pick the exact websites where you want your ad to show -Your video ads can run on the Search Network
You can use one budget to advertise on the Search Network and Display Network