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Google AdWords Search Certification Advertising now is called Google Ads Search Advertising Certification Assessment Answers and is available on Google Academy for Ads.
Search certification exam assessment contains more than 100 possible questions. It means, that every time you take the exam you get 100 random questions from all possible questions and in random order.
Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did
she choose this option?
Her "goal' is for people to visit her website
She can’t afford to run ads at all times of the day and on all days of the week
She prefers not to limit ad exposure, regardless of when the restaurant is open
Her ads generate 95% of her business on Fridays, so she’d like to show them more on that day
True or false: If you'd prefer to reach as many people as possible, use exact match or phrase match keywords.
False
True
Which is a best practice for optimizing a landing page for Google Ads?
Several links to related websites
Easy-to-navigate content
Prominent headlines in several font styles and sizes
The same programming language across the whole site
An advertiser wants to improve the position of ads on Google but isn't willing to raise bids.
What else could increase Ad Rank?
Review impression share data to identify missed opportunities
Make changes to improve the components of Quality Score
Change keyword match types from exact match to phrase match
Lower bids on keywords with a low clickthrough rate (CTR)
If you want to target ads to only people who speak Spanish, you can:
write your ad and keywords in English and target the Spanish language
have Google translate your ad and keywords into Spanish
write your ad and keywords in Spanish and target the Spanish language
In your ad text, make a reference to Spanish speakers
Keyword Planner can do all of these things except:
provide Quality Score estimates and validate keywords
show search volume trends
provide historical statistics on search volume
suggest keywords and ad groups that may not have occurred to you
Dynamic search ads would be most helpful for:
campaigns that need to reduce exposure on competitive keywords
a global, online clothing retailer that changes its inventory seasonally
a local restaurant with a dynamically changing menu that offers fresh, new entrees every day
moving an ad's position dynamically in whatever direction a person's eyes are looking
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
use Keyword Planner to evaluate how the campaign might perform better on search partner sites
review the Overviews page to see the top searches on Google.com that caused your ads to display
evaluate the campaign's performance on search partner sites vs. display partner sites
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?
Display Network
Search Network with Display opt-in
Search Network
Universal App
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
Lots of his site visitors are 49ers fans
Most people clicking on his ad already own at least 1 baseball cap
Most of his customers are watching a ballgame when they visit his site
According to Google data, 70% of mobile searchers who've recently made a purchase have:
called a similar business from their phone
visited a business's website from the search results page
clicked to call a business from the search results page
saved a business as a contact on their phone
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:
CPC Simulator
Bid Simulator
Portfolio Simulator
Keyword Simulator
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”
People located in France are using Swiss-related words like “hotels in Switzerland”
Swiss people are searching on Google for information about Switzerland
French people visiting Switzerland are searching on Google for information about
Switzerland
How would you determine the clickthrough rate (CTR) for a client's search ads?
Divide the number of impressions the ad gets by its average position
Evaluate the number of clicks the ad accrues per day
Divide the number of impressions the ad gets by the number of clicks it gets
Divide the number of clicks the ad gets by the number of impressions it gets
You have a friend starting her first Google Ads campaign. What would you suggest about how to choose keywords?
Keep each keyword to a single word, rather than a phrase
Set a theme for each ad group and choose related keywords
Set a theme for each campaign and choose related keywords
Include more than 50 keywords in 1 ad group
Which conversion metric can give you more insight into how your ads drive conversions on
mobile phones, computers, and tablets?
Cross-OS conversions
Cross-through conversions
Cross-device conversions
Click-through conversions
The majority of consumers want ads customized to their:
country or nationality
age group
city, zip code, or immediate surroundings
interests and hobbies
Which statement about ad extensions isn’t true?
They can help improve clickthrough rate
They tend to improve an ad’s visibility
They show additional information about a business
They often appear below the organic search results
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
Flexible bidding
Retargeting lists for text ads
Dynamic search ads
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:
increase the bids for the keywords that include the terms "boat," "snorkeling," and "beachside"
create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords
lower the budget for all of her campaigns that contain these queries as keywords
increase the budget for all of her campaigns that contain these queries as keywords
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?
Cost-per-conversion data can indicate whether her profit will increase
Knowing the cost-per-conversion can help her better optimize the campaign's bids and budgets
Cost-per-conversion data can be compared with competitors’ cost-per-conversion data
Knowing the cost-per-conversion can help her better optimize the campaign's keywords
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:
a catalog of spring and summer dresses
top-selling dresses for all seasons
a single best-selling dress
spring dresses in several colors
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 more conversions while paying more on average per conversion
Receive fewer conversions while paying less on average per conversion
Receive fewer conversions while paying more on average per conversion
Receive more conversions while paying less on average per conversion
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?
Use sitelink extensions
Add a call-only extension to her ad
Add a mobile-app extension to her ad
Include a link to her mobile website in her ad
If you want to prioritize downloads of your mobile app instead of visits to your mobile site,
you should:
add a call extension
create a Universal App campaign
add a sitelink extension
include the word “install” in the ad text
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?
Apps
Website
Phone calls
Imports
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
Shoe store sales
Shoe store addresses
Great shoe stores
To create a customer experience that’s relevant and useful at every touchpoint, a search
advertiser should focus on:
launching a cross-device campaign
carrying over the theme of her traditional ad campaign to her online campaign
addressing consumers' needs
running ads only on mobile devices
If an advertiser has the same keyword in 2 different ad groups, the one entered in a given
auction will have the:
lowest maximum CPC bid
highest Ad Rank
highest cost-per-acquisition (CPA) bid
highest maximum cost-per-click (max. CPC) bid
Each of these are benefits you’d expect from Shopping ads except:
free listings
ease of targeting without needing keywords
more traffic and leads
better-qualified leads
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
Buy plant books
Buy keyword books
Buy flower-arranging books
In order to differentiate ads from those of competitors, advertisers should:
use exclamation points and words in all capital letters
use special characters, such as asterisks or hashtags
mention competitor offers and prices
include prices and promotions
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
Keywords
A landing page
Headlines
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
a product image, background color, and price
a product image, title, and price
a product image, title, price, and extension
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 get an idea of how many people who've seen his ads actually became customers
He can better understand what happens after potential customers click his ads
He can get an idea of how many people double clicked his ads
He can better understand whether potential customers find his ads appealing
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 advertiser’s budget has been depleted
The edited ad has a lower conversion rate
The edited ad is less relevant to the keywords in the ad group
The advertiser's landing page is down for maintenance
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 all restaurant locations
Create 1 campaign with an ad group for each menu item
Create 1 campaign with an ad group for each restaurant location
Create several campaigns with 2 ad groups each: dine in and takeout
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 raise bids
Choose accelerated instead of standard delivery
Replace his 3 most expensive keywords with lower-priced keywords
Slightly lower bids
True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.
False
True
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 content on your landing page
the number of times your ads were shown on the Search Network
the number of eligible impressions your broad match keywords received
the percentage of eligible impressions you received for searches that exactly matched your keywords
Megan enabled target cost-per-acquisition (CPA) bidding in all 6 of her campaigns. How can she tell if it’s improving her campaign performance?
Install a new conversion tracking code
Enable and disable target CPA bidding every other day to observe differences
Compare average CPA and conversion rate before and after using target CPA bidding
Monitor overall changes in clicks received
Why would the data for a Search Network campaign show conversions but no view-through
conversions?
A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site
A view-through conversion is counted when someone sees an ad in Google Search and calls the business
A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site
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
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}”. Your headline could look like this:
We Sell dark chocolate
We Sell chocolate
We sell dark chocolate
We sell Dark Chocolate
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
maximum CPC bid of the ad showing in the #1 position on the page
cost-per-thousand impressions (CPM) of the ad showing one position lower on the page
location targeting of the ad showing one position lower on the page
What can you learn from attribution reports?
Budget usage for all Search campaigns, including limitations and opportunities for more traffic
The number of conversions the same customer completes after clicking an ad
The series of steps customers take after completing a conversion, including information on ads, clicks, and other elements of a campaign
The series of steps customers take before completing a conversion, including
information on ads, clicks, and other elements of a campaign
Obi added a sitelink extension to her text ad and and wants it to show as often as possible.
What’s the best way to achieve this?
Raise her maximum cost-per-click (max. CPC)
Lower her Ad Rank
Add a second type of extension
Lower her maximum cost-per-click (max. CPC)
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?
General phrases related to photography, like "camera lens" and "camera base"
Words in your ad text, like model names of digital cameras
Brand names of your top competitors’ cameras
Words from headlines on your website, like “electronics” and “sale on cameras”
How does target cost-per-acquisition (CPA) bidding determine the optimal cost-per-click
(CPC) bid?
It adjusts CPC bids based on existing bid adjustments
It uses conversion history to set higher bids when a conversion is more likely
It sets CPC bids as one-tenth of the current CPA bid setting
It bids a static CPC value based on the current maximum CPC settings
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
**Free** shipping on LCDs
BUY affordable LCDs
Cheap, cheap, cheap monitors
A successful Google Ads text ad:
has a wrapping headline and at least 2 paragraphs of text
mentions at least 4 key selling points
talks about the advertiser's reputation
ties the call-to-action to the landing page
The automated "Maximize clicks" bid strategy attempts to get advertisers the most:
conversions based on their conversion goals
impressions for their daily budget
clicks for their daily budget
impressions in their preferred position range
Someone searches on "laptop computers" and clicks an ad. Which landing page would be
most relevant?
A page showing laptops
A computer store homepage
A page showing a tablet
A page showing both laptops and desktops
AdWords Editor lets users do all of these things except:
export and import files
simultaneously make edits to multiple accounts online
keep working while offline
view statistics for all campaigns
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
Universal App
Search Network with Display opt-in
Display Network
An advertiser enables target cost-per-acquisition (CPA) bidding and notices that
conversions decrease. What might cause this?
The target CPA bid was higher than the recommended amount
The cost-per-click (CPC) bid was lower than the recommended amount
The conversion tracking code snippet was not added to the site
The target CPA bid was lower than the recommended amount
Zoe has a website selling customizable electronic greeting cards. What could be interfering with her getting the most possible conversions?
The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations, and get well
It’s obvious on the landing page that she's selling greeting cards
When people click the ad, they're taken to the get-well category
Some of her keywords are on 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?
camera for use under water
underwater camera case
underwater lens camera
underwater digital camera
You can add a “+” modifier in front of the words in a broad match keyword to:
specify that certain words and their close variants be prioritized
override a negative keyword with a positive one
indicate that this keyword should be dynamically inserted in your ad text
specify that someone’s search must include certain words or their close variations
According to Google data, after seeing an ad on their smartphone, more than half of people:
go to the company's website and buy the product
send a text
go to a store and buy the product
do a mobile search
Your client sells gardening supplies online. You suggest she use sitelinks because they can:
bring people to her site from blogs about gardening
take people to subpages on her site about gloves, tools, and fertilizer
be used with Shopping campaigns
take people to blogs about gardening
True or false: Adding an extension to a text ad improves an advertiser’s Quality Score.
True
False
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?
Ensure that the pop-ups get Sean's attention
Remove the pop-ups
Remove all but one of the pop-ups
Ensure that the pop-ups relate to the search
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?
By the minute, based on the length of the call
Negotiated in advance, with bulk discounts
Flat fee, based on the caller's phone model
The same as when someone clicks on an ad
Which of these statements is true?
Location extensions appear when someone who's physically near the business searches on relevant terms
Location targeting enables location extensions
Location extensions appear when an advertiser targets a geographic location
Location targeting determines which business address appears in an extension
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 home page, showing 5 types of bouquets that include roses
The "Contact us" page
The page showing rose bouquets
The page on which people can sign up for coupons
You want to see how raising your client’s target cost-per-acquisition (CPA) might affect his
ad performance. Which tool could help?
Target Bid Simulator
Target CPA Planner
Target CPA Simulator
Keyword Simulator
An advertiser who uses ad scheduling has a custom bid 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$0.03
US$0.32
US$0.31
US$0.30
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?
Improving a lower-level page on his website
Adding an extension
Using the Shopping ad format
Reducing prices on his inventory
Which is a best practice for writing an effective text ad?
Make the text different from what’s on your landing page
Talk about yourself and your business
Write several ads and see which one performs the best
Use a passive verb in the headline
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) – 10 (number of products sold)] / US$1200 (cost + Google Ads
spend)
US$1500 (revenue) / US$1200 (cost + Google Ads spend)
[US$1500 (revenue) – US$1200 (cost + Google Ads spend)] / US$1200 (cost + Google Ads spend)
[US$150 (sales price) – US$1500 (cost)] / US$700 (Google Ads spend)
Which best describes the relationship between maximum cost-per-click (max. CPC) bids and
Ad Rank?
A CPC bid only affects Ad Rank on the Search Network
An increased CPC bid leads directly to a small increase in Ad Rank
An increased CPC bid leads directly to a large increase in Ad Rank
A CPC bid is one factor that affects Ad Rank
Based on Google Ads editorial and professional requirements, which headline is most likely to generate clicks?
“Design Your Own T-shirt”
“Free shipping on CuStOm Ts”
“We sell custom t-shirts!”
“Custom Tees, Click Here”
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?
Access the Google Ads Application Programming Interface (API)
Use a single sign-in for all accounts
Upgrade each individual Google Ads account
Upgrade multiple manager accounts
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?
Put the ad headline in all capital letters
Put special characters in the ad headline
Include his keywords in the ad text
Include his business address in the ad text
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$30
Up to US$24
Up to US$21
Up to US$20
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?
Ad spend should always be 7% of revenue, which should be used as the target ROI
Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit
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
Decrease the target cost-per-acquisition (CPA) for the campaigns from US$15 to US$10 to drive an increase in profit per customer
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:
the mobile version of the facility's website as the landing page, and uses an interactive video showing current students and teachers reading together
a headline and description text that includes a customer testimonial, and uses the previous visits automated ad extension to let people see when they last visited the client's website
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 computer version of the facility's website as the landing page, and a headline and
description text that encourages people to sign up for the facility's newsletter
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?
Manual bid changes
Forecast data
Historical conversion data
Test conversions
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
set shorter conversion windows to capture users who convert after researching on multiple devices
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
Which option can you use to capture potential business later in the day, even on a limited
budget?
Bid capping
Ad delivery
Bid allocation
Ad automation
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:
is using Google Analytics
has fewer than 5 conversions in the last 15 days
is using another automated bid strategy
has fewer than 15 conversions in the last 30 days
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
Note the sale end date in the text
Use the “Sale duration” function
Insert the Google Ads clock icon in each ad
An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the
campaigns are receiving fewer conversions. What could help increase the number of
conversions?
Set the campaign budget to a 30-day cycle
Try a different automated bid strategy
Increase the target CPA bid
Specify the bid amount for each individual campaign
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?
Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn't spent in the morning
Raise the target cost-per-acquisition (CPA) bid
Use target outranking share bidding
Improve the quality of the campaigns' keywords by making sure they're relevant to the ads' text and landing pages
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?
Bid across multiple ad groups to determine the average
Use bid simulators to see CPC estimates
Raise your max. CPC to US$3 to cover possible competitive bids
Try various CPC amounts to determine the average
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 a click, factor out gross margins, and subtract Google Ads costs
estimate revenue based on online sales, factor out gross margins, and subtract Google Ads costs
estimate revenue based on in store sales, factor out gross margins, and subtract Google Ads costs
estimate revenue based on the value of an Google Ads customer, factor out gross margins, and subtract Google Ads costs
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
They can help her calculate how often someone clicked on her ad and then converted
They can help her evaluate how engaging her ad is to potential customers
They can give her an idea of how often someone clicked on her ad
You can use target cost-per-acquisition (CPA) bidding to help:
get as many conversions as possible within a flexible budget range
generate more clicks than manual bidding would generate
get as many clicks as possible within your budget
get as many conversions as possible within your budget
A furniture store owner is creating her first Google Ads campaign. What's the best way to
group her products?
Create a new campaign for every bed she sells in her store
Separate them in ad groups based on what she thinks will sell best on the Search vs. the Display Network
Group them in a single ad group
Separate them in ad groups with themes like sofa beds, king-size beds, and queen-size beds
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 all the flavors to people searching for “gourmet popcorn”
It's most efficient to have a single ad group
To show ads promoting “Sweet & spicy coconut” to people searching for that flavor
To make sure “Sweet & spicy coconut” continues to be the bestseller
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 keywords
All of the listed answers are correct
optimize your client's ad text
High quality ratings for an ad can:
improve its position
increase how often people click on it
be achieved with an increase in bid
increase its average cost-per-click (avg. CPC) bid
According to Google data, among consumers who conduct a local search on their
smartphone, how many then visit a store within a day?
About 50%
About 10%
Nearly everyone who's ready to buy
About 20%
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?
Maximize clicks
Enhanced cost-per-click (ECPC)
Target return on ad spend (ROAS)
Target outranking share
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
The projected maximum cost-per-click (max. CPC)
The average amount charged each time someone clicks on his ad
The average amount needed to make the ad appear somewhere on the page
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
US$2.80
US$1.70
US$2
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?
Create 1 campaign and apply target search page location bidding to drive visibility and reservations
Continue to manually set the bids to focus on driving clicks to the site in order to drive
conversions
Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign
Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
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?
"prescription" and "glasses"
"glasses" and "wine"
"wine" and "drinking"
"drinking" and "glasses"
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?
Average position metric from the Auction Insights report
Ad average position metric from the paid & organic report
Top of page rate metric from the Auction insights report
Ad group data that you customize with the Report Editor
The strategic use of different marketing channels affects:
online purchase decisions
payment methods
the average amount of each sale
target-customer demographics
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
repeatedly mixed in with the organic search results
on the second page of Google search results or in the second positions
at the bottom of the every page of search results
The owners of a coffeehouse would like to run an "afternoon espresso" promotion to
increase sales on weekdays. Which Google Ads feature would be most effective for
preventing their search ads from appearing at night and on weekends?
Custom ad scheduling
Managed placements
Automatic bidding
Keyword Planner
You own a pet-supply store with various category pages on your website, and you’ve set up a tracking template so you can manage tracking and redirect information. Your final URL for
the keyword “dog treats” could be something like:
http://www.dogtreatseasytrackingdestinationURL.com
http://www.3rdpartytracker.com/rd?keyword=751123&ad=
{creative}&url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog
http://www.2ndpartytracker.com/keyword=751123&ad={creative}dogtreats
www.trackingkeyworddestinationURL=12345678987654321%dogtreatsredirect
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 multiple conversion code snippets with single-account conversion tracking
Using 1 conversion code snippet with cross-account conversion tracking
Setting up automated conversion rules for both accounts
Combining the accounts for streamlined reporting
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
+40% for San Francisco, -20% for Houston
+20% for San Francisco, -20% for Houston
+40% for San Francisco, -40% for Houston
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?
Click the “Automatic keyword refresh” button
Stick with the current keywords for 2 months to collect enough viable data
See the suggestions on the Opportunities page
See the suggestions on the Keywords page
You own a bed and breakfast in southern France and want to target English-speaking
tourists looking for accommodations after they’ve arrived in France. What language and
location should you target?
English; southern France
English; the United States
English; the 25-mile radius around the bed and breakfast
French and English; the 5-mile radius around the bed and breakfast
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
Increase the number of keywords in each ad group
Add a location extension to her ad
Increase her maximum cost-per-click (max. CPC) bid
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?
Decrease the mobile bid adjustment for the campaign
Increase the number of mobile-optimized text ads
Increase the mobile bid adjustment for the campaign
Decrease the number of mobile-optimized text ads
Heather has a mobile app she wants people to keep using once they’ve downloaded it. How
can she make it more engaging?
Use the bid strategy “Maximize engagement”
Customize the app for each format (phone, tablet, computer)
Add some large, memory-intensive graphics
Set up custom deep links
Which statement is true?
Call-only ads only let people call the business
Call extensions send people to a landing page with a phone number
Ads with call extensions only let people call the business
Call-only ads are available exclusively on the Display Network
Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough
or conversion rate?
Optimize for conversions
Optimize for clicks
Rotate evenly
Rotate indefinitely
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 Google Ads sees an auction that’s more likely to lead to a sale?
US$13
US$12
US$11
US$14
Which is a best practice for writing an effective text ad?
Make sure the headline wraps to two lines
Use all capital letters in the headline
Capitalize the first letter of each word in the headline
End the headline with an exclamation point
https://www.youtube.com/watch?v=-KN6vvpljE4
Search certification exam assessment contains more than 100 possible questions. It means, that every time you take the exam you get 100 random questions from all possible questions and in random order.
Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did
she choose this option?
Her "goal' is for people to visit her website
She can’t afford to run ads at all times of the day and on all days of the week
She prefers not to limit ad exposure, regardless of when the restaurant is open
Her ads generate 95% of her business on Fridays, so she’d like to show them more on that day
True or false: If you'd prefer to reach as many people as possible, use exact match or phrase match keywords.
False
True
Which is a best practice for optimizing a landing page for Google Ads?
Several links to related websites
Easy-to-navigate content
Prominent headlines in several font styles and sizes
The same programming language across the whole site
An advertiser wants to improve the position of ads on Google but isn't willing to raise bids.
What else could increase Ad Rank?
Review impression share data to identify missed opportunities
Make changes to improve the components of Quality Score
Change keyword match types from exact match to phrase match
Lower bids on keywords with a low clickthrough rate (CTR)
If you want to target ads to only people who speak Spanish, you can:
write your ad and keywords in English and target the Spanish language
have Google translate your ad and keywords into Spanish
write your ad and keywords in Spanish and target the Spanish language
In your ad text, make a reference to Spanish speakers
Keyword Planner can do all of these things except:
provide Quality Score estimates and validate keywords
show search volume trends
provide historical statistics on search volume
suggest keywords and ad groups that may not have occurred to you
Dynamic search ads would be most helpful for:
campaigns that need to reduce exposure on competitive keywords
a global, online clothing retailer that changes its inventory seasonally
a local restaurant with a dynamically changing menu that offers fresh, new entrees every day
moving an ad's position dynamically in whatever direction a person's eyes are looking
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
use Keyword Planner to evaluate how the campaign might perform better on search partner sites
review the Overviews page to see the top searches on Google.com that caused your ads to display
evaluate the campaign's performance on search partner sites vs. display partner sites
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?
Display Network
Search Network with Display opt-in
Search Network
Universal App
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
Lots of his site visitors are 49ers fans
Most people clicking on his ad already own at least 1 baseball cap
Most of his customers are watching a ballgame when they visit his site
According to Google data, 70% of mobile searchers who've recently made a purchase have:
called a similar business from their phone
visited a business's website from the search results page
clicked to call a business from the search results page
saved a business as a contact on their phone
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:
CPC Simulator
Bid Simulator
Portfolio Simulator
Keyword Simulator
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”
People located in France are using Swiss-related words like “hotels in Switzerland”
Swiss people are searching on Google for information about Switzerland
French people visiting Switzerland are searching on Google for information about
Switzerland
How would you determine the clickthrough rate (CTR) for a client's search ads?
Divide the number of impressions the ad gets by its average position
Evaluate the number of clicks the ad accrues per day
Divide the number of impressions the ad gets by the number of clicks it gets
Divide the number of clicks the ad gets by the number of impressions it gets
You have a friend starting her first Google Ads campaign. What would you suggest about how to choose keywords?
Keep each keyword to a single word, rather than a phrase
Set a theme for each ad group and choose related keywords
Set a theme for each campaign and choose related keywords
Include more than 50 keywords in 1 ad group
Which conversion metric can give you more insight into how your ads drive conversions on
mobile phones, computers, and tablets?
Cross-OS conversions
Cross-through conversions
Cross-device conversions
Click-through conversions
The majority of consumers want ads customized to their:
country or nationality
age group
city, zip code, or immediate surroundings
interests and hobbies
Which statement about ad extensions isn’t true?
They can help improve clickthrough rate
They tend to improve an ad’s visibility
They show additional information about a business
They often appear below the organic search results
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
Flexible bidding
Retargeting lists for text ads
Dynamic search ads
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:
increase the bids for the keywords that include the terms "boat," "snorkeling," and "beachside"
create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords
lower the budget for all of her campaigns that contain these queries as keywords
increase the budget for all of her campaigns that contain these queries as keywords
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?
Cost-per-conversion data can indicate whether her profit will increase
Knowing the cost-per-conversion can help her better optimize the campaign's bids and budgets
Cost-per-conversion data can be compared with competitors’ cost-per-conversion data
Knowing the cost-per-conversion can help her better optimize the campaign's keywords
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:
a catalog of spring and summer dresses
top-selling dresses for all seasons
a single best-selling dress
spring dresses in several colors
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 more conversions while paying more on average per conversion
Receive fewer conversions while paying less on average per conversion
Receive fewer conversions while paying more on average per conversion
Receive more conversions while paying less on average per conversion
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?
Use sitelink extensions
Add a call-only extension to her ad
Add a mobile-app extension to her ad
Include a link to her mobile website in her ad
If you want to prioritize downloads of your mobile app instead of visits to your mobile site,
you should:
add a call extension
create a Universal App campaign
add a sitelink extension
include the word “install” in the ad text
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?
Apps
Website
Phone calls
Imports
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
Shoe store sales
Shoe store addresses
Great shoe stores
To create a customer experience that’s relevant and useful at every touchpoint, a search
advertiser should focus on:
launching a cross-device campaign
carrying over the theme of her traditional ad campaign to her online campaign
addressing consumers' needs
running ads only on mobile devices
If an advertiser has the same keyword in 2 different ad groups, the one entered in a given
auction will have the:
lowest maximum CPC bid
highest Ad Rank
highest cost-per-acquisition (CPA) bid
highest maximum cost-per-click (max. CPC) bid
Each of these are benefits you’d expect from Shopping ads except:
free listings
ease of targeting without needing keywords
more traffic and leads
better-qualified leads
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
Buy plant books
Buy keyword books
Buy flower-arranging books
In order to differentiate ads from those of competitors, advertisers should:
use exclamation points and words in all capital letters
use special characters, such as asterisks or hashtags
mention competitor offers and prices
include prices and promotions
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
Keywords
A landing page
Headlines
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
a product image, background color, and price
a product image, title, and price
a product image, title, price, and extension
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 get an idea of how many people who've seen his ads actually became customers
He can better understand what happens after potential customers click his ads
He can get an idea of how many people double clicked his ads
He can better understand whether potential customers find his ads appealing
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 advertiser’s budget has been depleted
The edited ad has a lower conversion rate
The edited ad is less relevant to the keywords in the ad group
The advertiser's landing page is down for maintenance
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 all restaurant locations
Create 1 campaign with an ad group for each menu item
Create 1 campaign with an ad group for each restaurant location
Create several campaigns with 2 ad groups each: dine in and takeout
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 raise bids
Choose accelerated instead of standard delivery
Replace his 3 most expensive keywords with lower-priced keywords
Slightly lower bids
True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.
False
True
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 content on your landing page
the number of times your ads were shown on the Search Network
the number of eligible impressions your broad match keywords received
the percentage of eligible impressions you received for searches that exactly matched your keywords
Megan enabled target cost-per-acquisition (CPA) bidding in all 6 of her campaigns. How can she tell if it’s improving her campaign performance?
Install a new conversion tracking code
Enable and disable target CPA bidding every other day to observe differences
Compare average CPA and conversion rate before and after using target CPA bidding
Monitor overall changes in clicks received
Why would the data for a Search Network campaign show conversions but no view-through
conversions?
A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site
A view-through conversion is counted when someone sees an ad in Google Search and calls the business
A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site
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
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}”. Your headline could look like this:
We Sell dark chocolate
We Sell chocolate
We sell dark chocolate
We sell Dark Chocolate
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
maximum CPC bid of the ad showing in the #1 position on the page
cost-per-thousand impressions (CPM) of the ad showing one position lower on the page
location targeting of the ad showing one position lower on the page
What can you learn from attribution reports?
Budget usage for all Search campaigns, including limitations and opportunities for more traffic
The number of conversions the same customer completes after clicking an ad
The series of steps customers take after completing a conversion, including information on ads, clicks, and other elements of a campaign
The series of steps customers take before completing a conversion, including
information on ads, clicks, and other elements of a campaign
Obi added a sitelink extension to her text ad and and wants it to show as often as possible.
What’s the best way to achieve this?
Raise her maximum cost-per-click (max. CPC)
Lower her Ad Rank
Add a second type of extension
Lower her maximum cost-per-click (max. CPC)
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?
General phrases related to photography, like "camera lens" and "camera base"
Words in your ad text, like model names of digital cameras
Brand names of your top competitors’ cameras
Words from headlines on your website, like “electronics” and “sale on cameras”
How does target cost-per-acquisition (CPA) bidding determine the optimal cost-per-click
(CPC) bid?
It adjusts CPC bids based on existing bid adjustments
It uses conversion history to set higher bids when a conversion is more likely
It sets CPC bids as one-tenth of the current CPA bid setting
It bids a static CPC value based on the current maximum CPC settings
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
**Free** shipping on LCDs
BUY affordable LCDs
Cheap, cheap, cheap monitors
A successful Google Ads text ad:
has a wrapping headline and at least 2 paragraphs of text
mentions at least 4 key selling points
talks about the advertiser's reputation
ties the call-to-action to the landing page
The automated "Maximize clicks" bid strategy attempts to get advertisers the most:
conversions based on their conversion goals
impressions for their daily budget
clicks for their daily budget
impressions in their preferred position range
Someone searches on "laptop computers" and clicks an ad. Which landing page would be
most relevant?
A page showing laptops
A computer store homepage
A page showing a tablet
A page showing both laptops and desktops
AdWords Editor lets users do all of these things except:
export and import files
simultaneously make edits to multiple accounts online
keep working while offline
view statistics for all campaigns
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
Universal App
Search Network with Display opt-in
Display Network
An advertiser enables target cost-per-acquisition (CPA) bidding and notices that
conversions decrease. What might cause this?
The target CPA bid was higher than the recommended amount
The cost-per-click (CPC) bid was lower than the recommended amount
The conversion tracking code snippet was not added to the site
The target CPA bid was lower than the recommended amount
Zoe has a website selling customizable electronic greeting cards. What could be interfering with her getting the most possible conversions?
The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations, and get well
It’s obvious on the landing page that she's selling greeting cards
When people click the ad, they're taken to the get-well category
Some of her keywords are on 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?
camera for use under water
underwater camera case
underwater lens camera
underwater digital camera
You can add a “+” modifier in front of the words in a broad match keyword to:
specify that certain words and their close variants be prioritized
override a negative keyword with a positive one
indicate that this keyword should be dynamically inserted in your ad text
specify that someone’s search must include certain words or their close variations
According to Google data, after seeing an ad on their smartphone, more than half of people:
go to the company's website and buy the product
send a text
go to a store and buy the product
do a mobile search
Your client sells gardening supplies online. You suggest she use sitelinks because they can:
bring people to her site from blogs about gardening
take people to subpages on her site about gloves, tools, and fertilizer
be used with Shopping campaigns
take people to blogs about gardening
True or false: Adding an extension to a text ad improves an advertiser’s Quality Score.
True
False
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?
Ensure that the pop-ups get Sean's attention
Remove the pop-ups
Remove all but one of the pop-ups
Ensure that the pop-ups relate to the search
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?
By the minute, based on the length of the call
Negotiated in advance, with bulk discounts
Flat fee, based on the caller's phone model
The same as when someone clicks on an ad
Which of these statements is true?
Location extensions appear when someone who's physically near the business searches on relevant terms
Location targeting enables location extensions
Location extensions appear when an advertiser targets a geographic location
Location targeting determines which business address appears in an extension
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 home page, showing 5 types of bouquets that include roses
The "Contact us" page
The page showing rose bouquets
The page on which people can sign up for coupons
You want to see how raising your client’s target cost-per-acquisition (CPA) might affect his
ad performance. Which tool could help?
Target Bid Simulator
Target CPA Planner
Target CPA Simulator
Keyword Simulator
An advertiser who uses ad scheduling has a custom bid 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$0.03
US$0.32
US$0.31
US$0.30
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?
Improving a lower-level page on his website
Adding an extension
Using the Shopping ad format
Reducing prices on his inventory
Which is a best practice for writing an effective text ad?
Make the text different from what’s on your landing page
Talk about yourself and your business
Write several ads and see which one performs the best
Use a passive verb in the headline
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) – 10 (number of products sold)] / US$1200 (cost + Google Ads
spend)
US$1500 (revenue) / US$1200 (cost + Google Ads spend)
[US$1500 (revenue) – US$1200 (cost + Google Ads spend)] / US$1200 (cost + Google Ads spend)
[US$150 (sales price) – US$1500 (cost)] / US$700 (Google Ads spend)
Which best describes the relationship between maximum cost-per-click (max. CPC) bids and
Ad Rank?
A CPC bid only affects Ad Rank on the Search Network
An increased CPC bid leads directly to a small increase in Ad Rank
An increased CPC bid leads directly to a large increase in Ad Rank
A CPC bid is one factor that affects Ad Rank
Based on Google Ads editorial and professional requirements, which headline is most likely to generate clicks?
“Design Your Own T-shirt”
“Free shipping on CuStOm Ts”
“We sell custom t-shirts!”
“Custom Tees, Click Here”
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?
Access the Google Ads Application Programming Interface (API)
Use a single sign-in for all accounts
Upgrade each individual Google Ads account
Upgrade multiple manager accounts
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?
Put the ad headline in all capital letters
Put special characters in the ad headline
Include his keywords in the ad text
Include his business address in the ad text
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$30
Up to US$24
Up to US$21
Up to US$20
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?
Ad spend should always be 7% of revenue, which should be used as the target ROI
Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit
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
Decrease the target cost-per-acquisition (CPA) for the campaigns from US$15 to US$10 to drive an increase in profit per customer
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:
the mobile version of the facility's website as the landing page, and uses an interactive video showing current students and teachers reading together
a headline and description text that includes a customer testimonial, and uses the previous visits automated ad extension to let people see when they last visited the client's website
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 computer version of the facility's website as the landing page, and a headline and
description text that encourages people to sign up for the facility's newsletter
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?
Manual bid changes
Forecast data
Historical conversion data
Test conversions
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
set shorter conversion windows to capture users who convert after researching on multiple devices
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
Which option can you use to capture potential business later in the day, even on a limited
budget?
Bid capping
Ad delivery
Bid allocation
Ad automation
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:
is using Google Analytics
has fewer than 5 conversions in the last 15 days
is using another automated bid strategy
has fewer than 15 conversions in the last 30 days
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
Note the sale end date in the text
Use the “Sale duration” function
Insert the Google Ads clock icon in each ad
An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the
campaigns are receiving fewer conversions. What could help increase the number of
conversions?
Set the campaign budget to a 30-day cycle
Try a different automated bid strategy
Increase the target CPA bid
Specify the bid amount for each individual campaign
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?
Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn't spent in the morning
Raise the target cost-per-acquisition (CPA) bid
Use target outranking share bidding
Improve the quality of the campaigns' keywords by making sure they're relevant to the ads' text and landing pages
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?
Bid across multiple ad groups to determine the average
Use bid simulators to see CPC estimates
Raise your max. CPC to US$3 to cover possible competitive bids
Try various CPC amounts to determine the average
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 a click, factor out gross margins, and subtract Google Ads costs
estimate revenue based on online sales, factor out gross margins, and subtract Google Ads costs
estimate revenue based on in store sales, factor out gross margins, and subtract Google Ads costs
estimate revenue based on the value of an Google Ads customer, factor out gross margins, and subtract Google Ads costs
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
They can help her calculate how often someone clicked on her ad and then converted
They can help her evaluate how engaging her ad is to potential customers
They can give her an idea of how often someone clicked on her ad
You can use target cost-per-acquisition (CPA) bidding to help:
get as many conversions as possible within a flexible budget range
generate more clicks than manual bidding would generate
get as many clicks as possible within your budget
get as many conversions as possible within your budget
A furniture store owner is creating her first Google Ads campaign. What's the best way to
group her products?
Create a new campaign for every bed she sells in her store
Separate them in ad groups based on what she thinks will sell best on the Search vs. the Display Network
Group them in a single ad group
Separate them in ad groups with themes like sofa beds, king-size beds, and queen-size beds
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 all the flavors to people searching for “gourmet popcorn”
It's most efficient to have a single ad group
To show ads promoting “Sweet & spicy coconut” to people searching for that flavor
To make sure “Sweet & spicy coconut” continues to be the bestseller
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 keywords
All of the listed answers are correct
optimize your client's ad text
High quality ratings for an ad can:
improve its position
increase how often people click on it
be achieved with an increase in bid
increase its average cost-per-click (avg. CPC) bid
According to Google data, among consumers who conduct a local search on their
smartphone, how many then visit a store within a day?
About 50%
About 10%
Nearly everyone who's ready to buy
About 20%
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?
Maximize clicks
Enhanced cost-per-click (ECPC)
Target return on ad spend (ROAS)
Target outranking share
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
The projected maximum cost-per-click (max. CPC)
The average amount charged each time someone clicks on his ad
The average amount needed to make the ad appear somewhere on the page
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
US$2.80
US$1.70
US$2
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?
Create 1 campaign and apply target search page location bidding to drive visibility and reservations
Continue to manually set the bids to focus on driving clicks to the site in order to drive
conversions
Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign
Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
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?
"prescription" and "glasses"
"glasses" and "wine"
"wine" and "drinking"
"drinking" and "glasses"
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?
Average position metric from the Auction Insights report
Ad average position metric from the paid & organic report
Top of page rate metric from the Auction insights report
Ad group data that you customize with the Report Editor
The strategic use of different marketing channels affects:
online purchase decisions
payment methods
the average amount of each sale
target-customer demographics
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
repeatedly mixed in with the organic search results
on the second page of Google search results or in the second positions
at the bottom of the every page of search results
The owners of a coffeehouse would like to run an "afternoon espresso" promotion to
increase sales on weekdays. Which Google Ads feature would be most effective for
preventing their search ads from appearing at night and on weekends?
Custom ad scheduling
Managed placements
Automatic bidding
Keyword Planner
You own a pet-supply store with various category pages on your website, and you’ve set up a tracking template so you can manage tracking and redirect information. Your final URL for
the keyword “dog treats” could be something like:
http://www.dogtreatseasytrackingdestinationURL.com
http://www.3rdpartytracker.com/rd?keyword=751123&ad=
{creative}&url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog
http://www.2ndpartytracker.com/keyword=751123&ad={creative}dogtreats
www.trackingkeyworddestinationURL=12345678987654321%dogtreatsredirect
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 multiple conversion code snippets with single-account conversion tracking
Using 1 conversion code snippet with cross-account conversion tracking
Setting up automated conversion rules for both accounts
Combining the accounts for streamlined reporting
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
+40% for San Francisco, -20% for Houston
+20% for San Francisco, -20% for Houston
+40% for San Francisco, -40% for Houston
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?
Click the “Automatic keyword refresh” button
Stick with the current keywords for 2 months to collect enough viable data
See the suggestions on the Opportunities page
See the suggestions on the Keywords page
You own a bed and breakfast in southern France and want to target English-speaking
tourists looking for accommodations after they’ve arrived in France. What language and
location should you target?
English; southern France
English; the United States
English; the 25-mile radius around the bed and breakfast
French and English; the 5-mile radius around the bed and breakfast
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
Increase the number of keywords in each ad group
Add a location extension to her ad
Increase her maximum cost-per-click (max. CPC) bid
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?
Decrease the mobile bid adjustment for the campaign
Increase the number of mobile-optimized text ads
Increase the mobile bid adjustment for the campaign
Decrease the number of mobile-optimized text ads
Heather has a mobile app she wants people to keep using once they’ve downloaded it. How
can she make it more engaging?
Use the bid strategy “Maximize engagement”
Customize the app for each format (phone, tablet, computer)
Add some large, memory-intensive graphics
Set up custom deep links
Which statement is true?
Call-only ads only let people call the business
Call extensions send people to a landing page with a phone number
Ads with call extensions only let people call the business
Call-only ads are available exclusively on the Display Network
Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough
or conversion rate?
Optimize for conversions
Optimize for clicks
Rotate evenly
Rotate indefinitely
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 Google Ads sees an auction that’s more likely to lead to a sale?
US$13
US$12
US$11
US$14
Which is a best practice for writing an effective text ad?
Make sure the headline wraps to two lines
Use all capital letters in the headline
Capitalize the first letter of each word in the headline
End the headline with an exclamation point
https://www.youtube.com/watch?v=-KN6vvpljE4
