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Google AdWords Display Certification Advertising Assessment Exam Answers - Academy for ads

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Google AdWords Display Certification Advertising Assessment Exam Answers - Academy for ads

In order to use remarketing with Google Analytics, you need to:

have a goal conversion rate of 20%
have your Google Analytics and AdWords accounts linked
have at least one active AdWords account
have a goal conversion rate of 30%



 



Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads?

A promotion from a related business, like a bakery
A map showing her business location
A quotation about falling in love
A photo of a bride


In your next campaign you'd like to show images of your products in your ads. What campaign type do you choose?

Search Network with Display opt-in
Search Network
Video Network
Display Network

Ads are likely to be most contextually relevant to sites on which they appear when using:

Topic targeting
Affinity audiences
Remarketing
In-market audiences


Dynamic remarketing lets an advertiser:

show prior visitors to his site ads that are based on products or services they saw on the site
engage visitors to the website by opening a chat session
re-run an ad to increase the volume of people who will see it
show an ad to someone on his mobile device 24 hours after visiting the website on a desktop PC


What does remarketing allow you to do? (Choose 2)

Reconnect with people who have previously visited your website or mobile app by showing them relevant ads as they browse the web
Send client emails
See how many people bought your product after seeing the ad
Tailor your ads to users based on their previous actions on your website or app

You might choose to use preferred layouts for dynamic display ads if your client:

wants to choose the features but not the layouts
doesn't care if AdWords chooses the layouts and features
wants to choose the layouts but not the features
wants to choose the layouts and features


Jackie is an advertiser who wants to reach people by using both remarketing and Product Listing Ads. What's the best targeting strategy for her?

Create one ad group targeted to both remarketing and Shopping
Create separate remarketing and Shopping campaigns
Create a combined remarketing and Shopping campaign
Create two ad groups: one targeted to remarketing and the other to Shopping

Display inventory on the Google Display Network is published by AdSense or:

The DoubleClick Ad Exchange
AdWords
Teracent
Right Media


You'd like to create remarketing lists based on your customer’s journey through your website so that you can target them with different bids or ads. Which category describes the users that visited your homepage, but didn't move any further into your site?

Product page visitors
Past converters
Category page visitors
Homepage visitors

What are the key benefits of using the Google Display Network? (Choose 2)

Sophisticated reporting to measure performance
Placing your ads on google.com
Influence consideration
Massive reach, you can advertise on any website

Which functionality applies to HTML5 ads?

They use interactive content stored in containers and rendered in browsers
They can’t be viewed on mobile devices
They’re easy to update but require plug–ins
They’re easy to update and don’t require plug–ins

Haley's client wants to drive sales of her new cookboook that's about gluten-free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the "Target and bid" setting, her client's ads can show when:

only the keywords match
only the topics match
the keywords and bid match
the keywords and topics match

 

Which bidding option is best suited for an advertiser focused on direct response marketing goals?

Cost-per-interaction (CPI)
Cost-per-click
Effective cost-per-thousand impressions (eCPM)
cost-per-thousand impressions (CPM)


Which bidding strategy should use you if you want to increase revenue from your ad spend?

Maximize clicks
Enhanced cost-per-click (ECPC)
Target cost-per-action (CPA)
Target return on ads spend (ROAS)

If a display ad has been disapproved, how do you submit a request for another review?

Email adwords-support@google.com to find out why it wasn't approved
Edit your ad so it complies with Google policy and re-save it
Open and then resubmit the ad
Click "Re-review display ad"


Cost-per-thousand impressions (CPM) bidding is only available for:

accounts using U.S. dollars for billing currency
accounts that are using prepay billing
campaigns that target the Display Network
campaigns that target search partner sites


Viewable cost-per-thousand impressions (vCPM):

applies to all ads that appear in Google Search and on the Display Network
lets you pay only for impressions that become viewable
lets you bid based on AdWords' projected views of your ad
counts an ad as "viewable" when 75% of it is visible on the screen for 5 seconds or more


You're running a campaign for a shoe company and notice that the sales trends show many customers are adding shoes to their shopping cart, but not buying them. How can you bring those customers back to actually buy the shoes?

Launch a new marketing video
Send an email blast to all of your newsletter subscribers
Create a remarketing list segment for shopping cart abandoners
Launch a new search campaign

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

Impression
Click
Viewthrough
Conversion

 

Your client Kevin works for a retailer that sells eco-friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?

Demographic targeting
Contextual product targeting
The "Green Living Enthusiasts" affinity audience
Gender targeting


What is your advertising objective if you've just launched a product and would like to show your ads to a varied group of consumers?

Drive action
Drive loyalty
Build awareness
Influence consideration

If John is setting up a new video campaign, which manual bidding strategy should he use?

Cost-per-thousand-viewable impressions
Cost-per-click
Cost-per-view
Cost-per-engagement

If you'd like users to fill in a survey on your website, which marketing objective do you need to select when setting up your Display campaign?

You don't need to select marketing objective in this case
Build awareness
Drive action
Influence consideration

An advertiser selling airline tickets has designed an image ad with drop-down menus for airport departure and arrival locations. Rather than programming the menu to show airports, the advertiser wants a click on the ad to go to his website. This ad will:

perform well on the Display Network because it contains relevant information
perform poorly on the Display Network because it will frustrate people
be resized on the Display Network because it lacks animation elements
be disapproved because it mimics a function the ad can't perform


How does an extension work on a Display ad?

It adds extra information, like a location or phone number
It extends the ad below the fold
It adds a testimonial
It extends the length of the ad placement


The dynamic remarketing tag collects data such as:

affinity group characteristics
types of pages viewed
number of code snippets
business ID numbers of visitors


You'd like to show your ads to customers who live in a specific region or country and speak German. Which targeting method can you use?

Device targeting
Audience targeting
Keyword targeting
Location and language targeting

What is your advertising objective if you want to ensure your content catches the eye of the people who want what you offer?

Drive action
Build awareness
Influence consideration
Drive loyalty

For an advertiser focused on branding, what are the key success metrics?

Conversion Rate
Clicks and Impressions
Cost-per-conversion
Reach and Frequency


You are leading a brand awareness campaign for a car company, and you'd like to create buzz for your new model. Which metrics do you need to look at in your reports?

Clickthrough rate and cost-per-click
Conversion delay and cost-per-acquisition
Impressions, reach, frequency
Impressions and conversions

An advertiser who wants to target specific categories of video content on the Display Network should:

use video ads
add a call-to-action (CTA) overlay to the ads
add the keyword "video" to the campaign
target the Search Network


Which remarketing list segment will typically have the highest volume of viewers?

Product page visitors
Past converters
Category page visitors
Homepage visitors

In order to use target cost-per-acquisition (CPA) bidding, an advertiser must:

be using viewable cost-per-thousand-impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days
be opted in to the Search Network
have a certain number of conversions in the previous 30 days
be opted into the Search Network and YouTube


Which practice would violate Google's editorial and professional requirements?

Showing a ValueTrack tag in the text
Including a question mark in the headline
Directing people to a page other than the advertiser's homepage
Including a border on the ad


If you're using remarketing to reach people who've used your mobile app, they see your ads:

while browsing and using Google Maps
each time they re-use your mobile app
when they enter search terms for products like yours on a mobile device
while using other mobile apps on the same mobile or tablet device




"Engagement" with a Lightbox ad on a mobile phone or tablet is achieved when someone:

hovers their finger over the ad for at least 2 seconds
watches the ad for at least 2 seconds
expands or interacts with the ad
watches the ad twice in a rob


Which ad format is recommended for driving action?

TrueView ads
Lightbox ads
Image ads
Responsive ads

Your client Christina wants to drive traffic to her site. She has return-on-investment goals and is already using AdWords conversion tracking. Which bidding strategy would you recommend?

Cost-per-view (CPV)
Target return on ad spend (ROAS)
Viewable cost-per-thousand impressions (vCPM)
Cost-per-day (CPD)


Where can you place a client's image and video ads?

On the Display Network only
On the Search Network only
On the Search Network and YouTube
On the Search and Display Networks



Your client Anna wants to increase the reach and visibility of her ads. Which bidding strategy would you recommend?

Cost-per-acquisition (CPA/CO)
Viewable cost-per-thousand impressions (vCPM)
Cost-per-view (CPV)
Cost-per-click (CPC)


You're seeking an ad format to support influencing consideration for your brand. You'd also like the ad to automatically adjusts its size, appearance, and format to fit available ad spaces and better fit content users came to see. Which ad format suits these needs?

TrueView ads
Standard image ads
Responsive ads
Lightbox ads

When reviewing her display campaign, Gina sees that her clickthrough rate is higher on weekdays from 10 a.m. to 1 p.m. Which feature could help her be more efficient with her advertising during this time?

Ad rotation
IP Exclusion
Frequency capping
Bid adjustments

You're setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?

Use a custom feed
Use the "Education" business type
Include "textbooks" and "study guides" as keywords
Implement the remarketing tag after the body tag


Which of these metrics is typically most important in measuring a direct response advertiser's performance on the Display Network?

Clicks
Clickthrough rate (CTR)
Conversions
Impressions


Which is a benefit of using display advertising with Google to build brand awareness?

Accurate forecasts of clicks and impressions
Consistent performance from day-to-day
Higher clickthrough rates (CTR) than on Google Search
Expansive network of diverse sites



Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?

For each ad group, target groups of placements with similar themes
Move automatic and managed placements into separate ad groups
Create a separate ad group for each placement
Target a broad collection of placements with a single ad group


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

increase overall impressions for the ad
identify the traffic to your website that was generated by AdWords ads
improve the Quality Score of the ad on all Google properties
set expectations for customers who are in various stages of the buying cycle


A direct response advertiser is primarily interested in generating conversions from a display campaign. To get a potentially better return on investment, this advertiser should use:

viewable cost-per-thousand-impressions (vCPM) bidding
target cost-per-acquisition (CPA) bidding
cost-per-day (CPD) bidding
cost-per-click (CPC) bidding



Which manual bidding strategy can you use to increase your reach?

Cost-per-engagement
Cost-per-thousand-viewable impressions
Cost-per-click
Cost-per-thousand-viewable impressions


View-through conversions are only available to:

advertisers that have implemented Conversion Tracking
advertisers that have implemented target CPA bidding
advertisers that have opted in to the Search Network
advertisers that are running video ads


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

regardless of their particular interests
who've already visited their website
with a very specific interest, for example, avid marathon runners
with a particular broad interest, for example, sports fans


If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?

Target cost-per-acquisition (CPA)
Viewable cost-per-thousand-impressions (vCPM)
Cost-per-view (CPV)
Cost-per-day (CPD)

Which feature could help advertisers determine if the clicks they are receiving on the Display Network are valuable?

Conversion tracking
Display Planner
Keyword diagnosis
IP exclusion setting


A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an E-commerce site with a display ad. She should choose a landing page for the ad that features:

the entire new line of non-stick cookware
all non-stick cookware sold on the site
all cookware sold on the site
a specific pan within the new line


Your client Ali has a car dealership. She wants to reach people who are actively researching electric cars and ready to buy one. Which type of targeting would you recommend?

Demographic targeting
A broad affinity audience
In-market audiences
Dynamic remarketing



You have a friend who has a small business, and she wants to manage her own AdWords campaign. She has no experience with AdWords and would like to experiment with different options. Which campaign type would you recommend to start?

Search Network
Search Network with Display opt-in
Display Network
Display Network with Search opt-in


You are interested in understanding how clicks lead to a sale on your site. What do you call a click that leads to a sale on your site?

Conversion
Impression
Cost-per-click
Clickthrough rate

How long should advertisers wait after creating a new display campaign before analyzing its performance?

1 month
1 year
2–3 days
1-2 weeks

Someone browsing the Internet sees an AdWords display ad for laptop computers on a Display Network site, but doesn't click on it. Two weeks later, she's interested in buying a laptop and decides to visit the site from the ad. She finds the site by doing a Google search, goes directly to it, and buys a laptop. In this scenario, view-through conversions would be valuable for the advertiser because it could:

measure the number of potential clicks associated with ad impressions
track the IP addresses of the people who saw the ad
measure the number of conversions associated with ad impressions
track the number of people who saw the ad but didn't convert


Which report should advertisers run to see which Google Display Network properties displayed their ads and view associated statistics?

Reach and Frequency
Placement Performance
Ad Performance
Impression Share


Which is a benefit of using a Lightbox ad?

You can run it on both the Search and Display Networks
You can use any Display Network targeting method
There's no cost for engagement with the ad
You can be charged only for click-throughs



A running shoe company wants to reach "avid marathon runners" instead of just "sports fans". Which targeting method should this advertiser use?

Affinity audiences
Custom affinity audiences
Managed Placements
Demographic targeting

Your budget is $500 a month, your goal is to drive visits to your site, and your average sale price is around $10. Which bidding strategy is best for you?

Focus on conversions
Focus on clicks
Focus on engagement
Focus on impressions

An advertiser promoting the release of a film that's entirely in French with no subtitles wants to advertise on YouTube. He's advertising it heavily in France through a traditional ad campaign, but wants to ensure that online ads reach the most relevant YouTube audience. Which should he do?

Change the AdWords account language setting to French during setup
Change the managed placements to French
Set language targeting options for the campaign containing the ads for the film
Target specific YouTube localized domains



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

the advertiser's goals
the tools available to optimize the campaign
the tools available to build a display ad
the advertiser's daily budget



There's no one recommended bid amount that works best for everyone. Which factors do you need to consider when choosing a bid amount? (Select 3)

Your campaign type
Cost of your keywords
Competitors' products
Your profits

What is the reach of the Google Display Network?

Over 60 percent of global internet users
Over 40 percent of global internet users
Over 50 percent of global internet users
Over 90 percent of global internet users

Which practice would be acceptable under Google's editorial and technical requirements?

Including a generic phrase like "Buy products, click here"
Linking to a site that's under construction
Showing a URL that doesn't accurately indicate the landing page, such as "google.com" taking people to gmail.com
Promoting documented copyrighted content


An 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?

Bid Optimizer
Frequency Capping
Ad Rotation
Ad Scheduling


For an ad entering an auction on the Display Network, the AdWords system will calculate the effective cost-per-thousand impressions (eCPM) when there are:

any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the auction
both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering the auction
only cost-per-click (CPC) ads entering the auction
only viewable cost-per-thousand impressions (vCPM) ads entering the auction



Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which types of AdWords campaign would be best for that?

Search Network with Display opt-in
Search Network
Display Network
Search Network with YouTube Select


Which targeting option allows you to re-engage with people who visited your site by serving them ads containing the products they viewed on their visit?

In-market audiences
Similar audiences
Topic targeting
Dynamic remarketing

In addition to partner websites, where can you display your ads on the Google Display Network? (Choose 2)

YouTube.com
Mobile sites that are part of the Google Display Network
Any mobile site or mobile app
google.com

Which automatically expands your reach based on your campaign's conversion history to help get as many conversions as possible?

Ad Preview and Diagnosis Tool
Aggressive Targeting
Conservative Targeting
Google Analytics

What targeting options are available on the Display Network? (Choose 2)

Affinity audiences
Demographic targeting
Connections targeting
Remarketing lists for search ads (RLSA)

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

impressions for all viewers
impressions for a unique viewer
clicks for a unique viewer
clicks for all viewers


James has a campaign for an online training course and wants to understand how his campaigns are driving course sales and lesson sign-ups. What information can he learn from conversion tracking? (Choose 2)

How many people sign up for lessons after seeing the ad
How many liked the ad
How many people saw the ad
Which age group and gender is more likely to sign up for a course after seeing the ad

Which ad format is easiest to create and edit, and has the widest reach on the Display Network?

Display ads
Text ads
Rich media ads
Video ads


Why is it recommended to separate Display Network campaigns from Search Network campaigns?

Separate campaigns allow for more accurate location targeting
Different campaigns settings may be more effective on different networks
Lower clickthrough rates (CTRs) on the Google Display Network can negatively affect Quality Score
Higher bids required to be successful on the Google Display Network


Which ad format is recommended for getting more users for your app, as well as finding users who are likely to complete in-app actions?

Lightbox ads
TrueView ads
Universal app campaigns
Display ads with location extensions

Managed placements allow advertisers to:

give Google the ability to select placements for them and set industry appropriate bids
bid differently for specific placements on the Display Network
target relevant placements across the entire Google Display Network based on their keyword lists
exclude a specific ad unit on a network page where there are multiple ad units


Which ad format is recommended for building awareness?

Image ads
Dynamic image ads
Display ads with location extensions
Universal app campaigns

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

display these ads on the Display Network
charge an additional fee to serve these ads
display these ads on the Search Network
require that cost-per-thousand impressions (CPM) bidding be used


An advertiser who sells coffee beans adds the keyword "Java'" to an ad group. After two weeks, she runs a placement performance report and notices that the ad is showing up on websites about JavaScript programming. What should she do to avoid appearing on these irrelevant sites?

Add "Java beans" as a negative keyword
Make it obvious in the ad copy that "Java" refers to coffee, not JavaScript
Exclude "Programming" as a topic
Add "Coffee beans" as a topic



Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client's goal?

A text ad with a call extension on the Search Network
An interactive Lightbox display ad on the Display Network that's focused on the restaurant's most popular menu items
A text ad with keywords describing the most popular menu items, like "fish tacos" on the Search Network
An image ad featuring a drawing of the restaurant on the Display Network


Why is it beneficial to include a text ad in the same ad group as in image ad when advertising on the Google Display Network?

Image ads do not perform as well on the Google Display Network
It ensures one of the ad formats will win the auction and show on a publisher site
It ensures maximum coverage, as some publishers do not accept all ad formats
Text ads do not perform as well on the Google Display Network


Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

In-market audiences using the "Infant & Toddler Feeding/Toddler Meals" category
Managed placements
Similar audiences
Dynamic remarketing


Frequency capping limits the number of times

your ads appear to the same person on the Search network
your ads appear to the same person on the Display network
your ads appear to users with the same IP address
your ads appear during the designated days and hours that you set


Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Display Network?

Interest category
Remarketing
Topic
Placement


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

Set the targeting for the campaign to "Target all" and resubmit the ad
Set the targeting for the ad group to "Target all"
Set the targeting for the ad group to "Broad reach"
Set the targeting for the ad group to "Bid Only" and at least one targeting method to "Target and bid"


True of False: An advertiser can target mobile apps via AdWords

FALSE
TRUE


When should you use automated bidding?

If you have had 10-50 conversions over 15 days in a single campaign
If you have had 50-100 conversions over 15 days in a single campaign
If you have had 5-10 conversions over 30 days in a single campaign
If you have had 50-100 conversions over 30 days in a single campaign

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

drive sales on his website
reach a specific audience
control where his ads appear on the Display Network
actively manage his budget because he has strict cost-per-acquisition goals


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?

Create a campaign for each website
Set bids at the ad group or campaign level
Choose websites that represent a variety of themes
Set bids on individual placements




Your client has a cupcake shop in a hard-to-find alley in San Francisco. She's advertising on the Display Network. What's the best way to help people find her?

Add a location extension to her ad
Advertise on the Search network as well as the Display Network
Add a map showing her location to her ads
Prominently feature her street address in bold text


You are interested in understanding how campaigns are driving traffic to your site. What metric would you look at to see how often people who see your ad end up clicking it?

Clickthrough rate
Cost-per-acquisition
Cost-per-click
Conversion

James is marketing an online training course and wants to improve his campaign performance. He analyzes the conversion-tracking data and realizes most course registrations are coming from Atlanta, GA. What should he do?

Run remarketing campaigns only in that region
Limit the number of times an individual in that region sees the ad
Buy more ad inventory in that region
Lower the bid for inventory targeting that region

You've just opened your new bakery shop in Paris, and would like to have more customers in your shop. Which bid strategy do you need to select when setting up your campaign to get the required results?

Cost-per-enagement (CPE)
Enhanced cost-per-click (ECPC)
Cost-per-view (CPV)
Viewable cost-per-thousand impressions (vCPM)

How many websites are part of the Google Display Network?

2M+ websites
100K+ websites
1M+ websites
500K+ websites

Remarketing is targeting ads to people who've already visited:

multiple websites on the Display Network
your website after they've searched on Google
competitors' websites multiple times
your website as they browse websites and use apps on the Display Network


An advertiser purchasing display advertising through other ad networks can still benefit from using AdWords display ads because:

she can fill in the gaps of niche and mass-marketed sites using AdWords targeting options
the ad can appear multiple times on a page to reinforce the advertiser's message
the ad will show on all ad networks and will reinforce the advertiser's message
she can infinitely loop animated image ads


Which feature applies to the Display Network but not the Search Network?

Frequency capping
Cost-per-click (CPC) bidding
Language targeting
Location targeting



In-market audience targeting consists of people:

who are currently researching options and actively considering buying a product or service like yours
who are in your overall target demographic group
whom you've reached through remarketing
who are interacting with contextually relevant content


Your client wants to reach customers who are browsing content relevant to the company's keywords and highly likely to buy their products. You recommend using the Search Network with Display Select because the Display Option:

uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions
optimizes keywords and applies affinity targeting conversion models to target ads
uses dynamic placement to target web pages and applies predictive conversion models to target ads
optimizes affinity targeting to place ads on all relevant web pages



Which bidding type is only available for ads on the Display Network?

Target cost-per-acquisition (CPA)
Viewable cost-per-thousand impressions (vCPM)
Cost-per-view (CPV)
Maximize clicks


Which bidding option is best suited for an advertiser focused on branding goals?

Effective cost-per-thousand impressions (eCPM)
Cost-per-click (CPC)
Cost per acquisition (CPA)
Viewable cost-per-thousand impressions (vCPM)



What can you do by creating a separate campaign that's targeted only to the Display Network?

Set a separate placement bid at the ad group level
Exclude irrelevant placements and categories
Set specific maximum cost-per-click (CPC) bids for automatic placements
Allocate budget and control spend more effectively across campaigns


On the Display Network, enhanced cost-per-click (ECPC) automatically:

sets bids to help you get as many conversions as possible
adjusts your manual bid up or down based on each click's likelihood to result in a conversion
sets bids to maximize your conversion value while trying to reach an average return on ad spend
sets bids to help you get the most clicks within your target spend amount


John launched a new line of men's shoes on his fashion website, and he wants to build awareness about the launch. Which targeting option should he use?

Similar audiences
In-market audiences
Gmail ads
Demographic targeting

Which report is helpful when using Site and Category Exclusions?

Campaign Report
Ad Group Report
Placement Report
Keyword Report


A custom Lightbox ad must have a format hosted in:

DoubleClick Studio
AdWords
DoubleClick Campaign Manager
DoubleClick Studio or AdWords


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

reach men, women and children of all ages who need any kind of athletic shoes
sell high-end running shoes to competitive marathon runners
increase brand awareness
reach shoppers who are ready to buy right away



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