AdWords Search Advertising Exam

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

"Design Your Own T-Shirt"

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 conversion 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.

Dynamic search ads would be most helpful for:

A global, online clothing retailer that changes its inventory seasonally.

You're reviewing the campaigns of a new client who wants to better promote his child daycare facility to parents researching childcare on their mobile devices. Currently, his ads include generic text about childcare. To optimize his ads for mobile, you might create an ad with:

A headline and description text that encourages people to sign up for a tour, and uses location extension so they know where the client's business is located.

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

Ad advertiser notices that a Display campaign is receiving a large number of conversions at certain times and days of the week. Which feature would help this advertiser maximize the number of conversions received at the campaign's current budget?

Ad Scheduling

An advertiser who works for a larger 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 Application Programming Interface (API)

Sarah manages 2 AdWords accounts for a client. Which tool would she use to search and replace a group of keywords across several ad groups?

AdWords Editor

To raise awareness of what you're advertising without limiting who might see your ads, you should:

Add multiple targeting methods and use the "Bid only" setting.

Return on investment (ROI) information can help you manage a client's campaign by helping you determine how to:

Adjust your client's budget, optimize your client's ad text, optimize your client's keywords (All of the listed answers are correct.)

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

Bulk edits

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

Buy Gardening Books

Which statement is true?

Call-only ads only let people call the business.

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

Capitalize the first letter of each word in the headline.

When creating a display ad, Ad Gallery lets you:

Choose from existing design templates.

The majority of consumers want ads customized to their:

City, zip code, or immediate surroundings

When using cost-per-acquisition (CPA) bidding, an advertiser bids using a maximum CPA and pays by:

Click

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

Clicks for their daily budget.

Targeting by topic is a good strategy if your client wants to:

Control where his ads appear on the Display Network.

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'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." You can use this information to:

Create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords.

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

Cross-Device Conversions

Executives at a small e-commerce company are debating AdWords performance metrics. If the budget is unlimited as long as return on investment (ROI) is positive, which recommendation best positions the company for maximum profit?

Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit.

Which is the best type of campaign for an advertiser to use to target a set of specific mobile apps with ads for their website?

Display Network - "Ads in mobile apps"

If an advertiser chooses to run ads in image formats, Google will:

Display these ads on the Display Network

How would you determine the click-through rate (CTR) for a client's search ads?

Divide the number of clicks the ad gets by the number of impressions it gets.

According to Google data, after seeing an ad on their smartphone, more than half of people:

Do a mobile search.

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

False

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

False

Which would contribute to a higher Quality Score for a display ad?

Fast landing-page load time.

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

Free listings

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

Get as many conversions as possible within your budget.

Which allows advertisers to see which sites referred visitors with the most time spent on the site?

Google Analytics

In order to use re-marketing with Google Analytics, you need to:

Have your Google Analytics and AdWords accounts linked.

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

Frequency capping gives advertisers the ability to specify a limit to the number of:

Impressions for a unique viewer.

High quality ratings for an ad can:

Improve its position

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.

Dustin wants to write a great text ad that will get people's attention when they're searching on Google. What should he do to generate the most clicks?

Include his keywords in the ad text.

An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversion. What could help increase the number of conversions?

Increase the target CPA bid.

You can use the AdWords application programming interface (API) to:

Integrate AdWords data with your inventory system.

The Adwords application programming interface (API) allows developers to use applications that:

Interact directly with the AdWords server.

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.

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

Knowing the cost-per-conversion can help her better optimize the campaign's bids and budgets.

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.

An advertiser wants to improve the position of ads on Google but isn't willing to raise bids. What else could increase ranks?

Make changes to improve the components of Quality Score.

One factor the AdWords 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.

Which report is helpful when using site and category exclusions?

Placement Report

Keyword Planner can do all of these things except:

Provide Quality Score estimates and validate keywords.

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

Raise her maximum cost-per-click (max. CPC)

"Mobile app engagement" campaigns can be used to:

Re-engage people who've downloaded an app.

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

Re-marketing lists for search ads.

You're tracking conversions in a budget-constrained campaign. If you raise cost-per-click (CPC) bids within the budget constraint, which result is most likely?

Receive fewer conversions while paying more on average per conversion.

Which ad rotation setting shows all ads in an ad group, even those with a lower click-through or conversion rate?

Rotate evenly

If you're currently using text, display, and video ads but also want to more specifically control spending on ads that appear when someone searches on Google, which additional campaign type would you choose?

Search Network only

You want to use AdWords to promote your dog-sitting service. What kind of campaign might you create to reach dog owners, whether they're searching on Google or surfing a pet-supply website?

Search Network with Display Select

Your client who sells sports shoes might choose to target a custom affinity audience if he wants to:

Sell high-end running shoes to competitive marathon runners.

A furniture store owner is creating her first AdWords campaign. What's the best way to group her products?

Separate them in ad groups with themes like sofa beds, king size beds, and queen-size beds.

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.

If one of your display ad groups isn't serving due to incorrect target and bid settings, what should you do?

Set all targeting for the ad group to "Bid Only" and at least one targeting method to "Target and bid."

An advertiser using viewable cost-per-thousand impressions (vCPM) bidding wants to maximize exposure on a specific set of sites selected for a new campaign. Which is a best practice when setting up the campaign?

Set bids on individual placements.

When optimizing for the Display Network, a clear call-to-action (CTA) in the ad text is important in order to:

Set expectations for customers who are in various stages of the buying cycle.

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.

Advertisers using the Display Network can use the reporting table in the Placements section of the Display tab to determine the:

Site on which people have seen their ad.

Jose has a limited AdWords budget, and his ads aren't showing as often as he wants. How might he improve results without spending more money on the campaigns limited by budget?

Slightly lower bids

You can add a "+" modifier in front of the words in the broad match keyword to:

Specify that someone's search must include certain words or their close variations.

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

Spring dresses in several colors.

Your client sells gardening supplies online. You suggest she use sitelinks because they can:

Take people to subpages on her site about gloves, tools, and fertilizer.

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

When planning a campaign, the first thing an advertiser thinks about should be:

The advertiser's goals

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.

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.

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.

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.

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: Shopping ads use Merchant Center product data to decide how and where to show ads.

True

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

US$0.30

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

US$1.80

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

US$13

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

US$15

If your campaign's daily budget is US$20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic?

Up to US$24

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

Use a mobile-optimized landing page.

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

Use a single sign-in for all accounts.

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.

Which allows advertisers to automate AdWords reporting and campaign management?

Use of an AdWords application programming interface (API) web service.

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

Use the Shopping ad format

Daley is managing multiple AdWords accounts for a grocery store chain and using conversion tracking. What might make her daily AdWords tasks simpler?

Using 1 conversion code snippet with cross-account conversion tracking.

Zoe has a website selling customizable electronic greeting cards. What could be interfering with her getting the most possible conversions?

When people click the ad, they're taken to the get-well category.

In-market audience targeting consists of people:

Who are currently researching options and actively considering buying a product or service like yours.

An advertiser would benefit from using affinity audience targeting if they want to reach people:

With a particular broad interest, for example, sports fans.

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.

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

Write several ads and see which one performs the best.

If you want to target ads to only people who speak Spanish, you can:

Write your ad and keywords in Spanish and target the Spanish language.

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 AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?

[US$1500 (revenue) - US$1200 (cost + AdWords spend)] / US$1200 (cost +AdWords spend)

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