Answers: Google Ads Search
An advertiser targeting only France determines that clicks have been received from people in Switzerland. Why might this happen?
People located in Switzerland are searching using France-related words, like "hotels in Paris"
Jose has a limited Google Ads 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 Explanation:
True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.
TRUE
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 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
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"
*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
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
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
An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets Google Ads editorial and professional requirements?
20-70% off LCD monitors
Someone searches on "laptop computers" and clicks an ad. Which landing page would be most relevant?
A page showing laptops
Joanna would like to direct users to specific pages on her website directly from her text ads, in addition to her ad's final URL. What feature should she make sure to include in the formatting of her text ads to accomplish this goal?
Ad extensions
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
A client wants to get more clicks on his ad and also raise his Quality Score. Which of these actions may get him more clicks but won't raise his Quality Score
Adding an extension
Return on investment (ROI) information can help you manage a client's campaign by helping you determine how to:
All of the listed answers are correct
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
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
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 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
Which Is A Best Practice For Writing An Effective Text Ad? (1)
Capitalize the first letter of each word in the headline
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*
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 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 Ad spend should always be 7% of revenue, which should be used as the target ROI Decrease the target cost-per-acquisition (CPA) for the campaigns from US$15 to US$10 to drive an increase in profit per customer The company's email campaigns are the most profitable, with a cost-per-acquisition of US$15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids
Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit. Explanation: If your main advertising goal is getting conversions (like sales, signups, or mobile app downloads), then Target CPA bidding can help automatically get more conversions for your budget. It can also help you get more sales while paying less for the clicks that lead to those purchases.
How would you determine the clickthrough rate (CTR) for a client's search ads?
Divide the number of clicks the ad gets by the number of impressions it gets
Which is a best practice for optimizing a landing page for Google Ads?
Easy-to-navigate content
True or 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
A client is asking you why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?
He can better understand whether potential customers find his ads appealing
Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did she choose this option?
Her ads generate 95% of her business on Fridays, so she'd like to show them more on that day She prefers not to limit ad exposure, regardless of when the restaurant is open
What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time it's eligible to appear?
Historical conversion data
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
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
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 Ad Rank? Make changes to improve the components of Quality Score Review impression share data to identify missed opportunities Lower bids on keywords with a low clickthrough rate (CTR) Change keyword match types from exact match to phrase match
Make changes to improve the components of Quality Score Explanation: Having better quality components typically makes it easier and cheaper for your ads to enter an auction. Our measures of ad quality also help determine whether your ad is qualified to appear at all. Read more here: https://support.google.com/adwords/answer/1722122?hl=en
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.
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.
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?
Remarketing lists for search ads
After searching for shoes, Sean clicks on an ad promoting a sale on sneakers, which has several pop-ups. What should the advertiser do to improve Sean's experience?
Remove the pop-ups
Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough 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
You want to use Google Ads 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
*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 page
A furniture store owner is creating her first Google Ads 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
You have a friend starting her first Google Ads campaign. What would you suggest about how to choose keywords?
Set a theme for each ad group and choose related keywords
*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
A florist is advertising 5 types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on "roses"?
The page on the site that displays only roses
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
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 help her evaluate how engaging her ad is 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*
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
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
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
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 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 sell chocolate and want to tailor your text ads so they more directly match people's search terms, like "dark chocolate." You use keyword insertion code *"We sell {KeyWord:Chocolate}"*.
We sell Dark Chocolate
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
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 text ad?
Write several ads and see which one performs the best
To create a customer experience that's relevant and useful at every touchpoint, a search advertiser should focus on:
addressing consumers' needs
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)
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 extensions* so they know where the client's business is located
The format of a Shopping ad is different from that of a standard text ad in that it includes:
a product image, title, price, and merchant name
The majority of consumers want ads customized to their:
city, zip code, or immediate surroundings
According to Google data, 70% of mobile searchers who've recently made a purchase have:
clicked to call a business from the search results page
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
According to Google data, after seeing an ad on their smartphone, more than half of people:
do a mobile search
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 Google Ads customer, factor out gross margins, and subtract Google Ads costs
*Each of these are benefits you'd expect from Shopping ads except:*
free listings
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
High quality ratings for an ad can:
improve its position
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*
Having launched her first Search campaign, Asha wants to know just how many calls are being generated from the number in her ads, on her website, or clicks on a phone number on her mobile website. What conversion source should she track?
phone calls
Keyword Planner can do all of these things except:
provide Quality Score estimates and validate keywords
To get an idea of whether you should continue to run a Search Network campaign on *search partner sites*, you can:
segment the campaign's data by network and evaluate its performance on search partner sites
To optimize a client's campaign to get the most out of her mobile advertising, you can: edit the campaign's ad text to include information about how customers can purchase her product on their computers use the maximize clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices
set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data Explanations: To alter your bids when your ads appear on desktops, tablets, and mobile devices, you can specify a desktop, tablet, or mobile bid adjustment *at the campaign level* or *at the ad group level*. If you set a device bid adjustment at the campaign level and at the ad group level in a single campaign, the ad group device bid adjustment is used when determining your bid. However, if the campaign device bid adjustment is -100%, then the ad group device bid adjustment isn't used. Just as with desktop AdWords campaigns, mobile campaigns use bidding and targeting to determine where and when your ad shows up. Sometimes a click is worth more to you if it comes from a mobile device, at a certain time of the day or from specific locations. *By setting bid adjustments*, you can increase or decrease your bids to gain more control over when and where your ad is shown. Read more here: https://support.google.com/partners/answer/6209121?hl=en-GB
AdWords Editor lets users do all of these things except:
simultaneously make edits to multiple accounts online
You can add a "+" modifier in front of the words in a 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
A successful Google Ads text ad:
ties the call-to-action to the landing page
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
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