AdWords Search Optimization Assessment for Agents Answers

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How many extensions can simultaneously show for an ad on Google.com?

• 3

• 5

• There is no limit

• 4

[Comprehend] Which of the following statements is FALSE about expanded text ads?

• There are 2 headlines of 35 characters each

• The description line is one long line of 80 characters

• The ads are optimized for both desktop & mobile devices

• The visible URL is automatically generated from the Final URL

Your clients wants to create similar audience of a few custom combination lists that already exists? How do you help your client here?

• You cannot create similar audience lists, they are auto created

• Go to 'Audience Manager' in AWFE and create the similar audience lists from the seed lists

• Create a custom combination rule from existing similar audience lists to build the exact combination the client wants

Below is a snapshot of David's Bridal account. They are not bidding on demographics for search ads. Based on the below DFSA combinations of age & gender which are the segments you would recommend bidding higher on? Note account average CTR is 8.5%. [see screenshot here: https://screenshot.googleplex.com/0UkjpYzAC4D]

• Females | 18-24, 25-34 and 35-44

Which of the following are best practices when setting up Ad Extensions?

Select All Correct Responses

• Opt out of automated extensions like Seller Ratings

• Make your extensions as relevant and high quality as possible

• Enable all extensions that make sense for your business

• Control CPCs with your bids, not by removing extensions

Which of the following is not a good reason to theme keywords in an advertiser's account?

• Grouping relevant keywords with specific ad copy helps with Quality Score

• Drive overall improved performance (Clicks / Conversions)

• Easy Performance Comparison & Fast expansion

• You need very well themed ad groups to use advanced features like Autobidding and Search Audiences

Which of the following is not a value proposition of RMKT lists on search?

Select All Correct Responses

• Re-engage with returning visitors

• Improve cross device conversion rates

• Improve the % of new audience to the website

• Drive conversions at a lower cost

An advertiser wants to target new customers and returning visitors differently. What next steps would you advise?

• Create separate campaigns for new customers and returning visitors with different audience list types applied to them.

• Create single campaigns and implement relevant audience lists for each campaign. Suggest “If Functions” for creative differentiation.

• Create campaigns for returning visitors with Target & Bid settings. Duplicate the campaign for new customers with Bid Only settings.

dWords Conversion Delay is defined as

• The time taken for offline conversion imports to be reported in AdWords

• The time taken for 90% of the conversions from clicks on a particular day to have taken place in the website

• The time difference between when a conversion has occurred on a website and when it is recorded in AdWords

• The time taken for 50% of the conversions from clicks on a particular day to have taken place in the website

When using Target CPA bid strategy, each conversion action is weighted equally for bidding.

• True

• False

What is the minimum no. of conversions required for a campaign to be eligible for Target ROAS strategy?

• 15 conversions in last 30 days

• 30 conversions in last 30 days

• 50 conversions in last 30 days

• 0 conversions

Analyze] Which of the following ad copies [https://goo.gl/umc1na] would be considered a poorly written ad creative when considering ETA best practices?

• Creative A

• Creative C

• Creative B

• Creative D

Which report will you use to understand the performance of the search queries, as well as the Headlines & Final URLs of your ads?

• In Search Terms Report in Keywords Tab

• In Search Terms Report in Dynamic Ad Targets

• Keyword Report

• Category Report

What is primary advantage of using Dynamic Search Ads?

• Ensuring your ads always appear across all ad networks

• Ensuring your ads are relevant to searches for your products and services

• Translating your ads into different languages

• Showing an ad for searches related to your current keywords

An advertiser account has lists added at campaign level. They want to start targeting audiences at adgroup level for certain

• This is possible and you will go ahead with it.

• This is not possible as audiences cannot be applied at both campaign and adgroup level.

• This is possible to be done in the best way by changing list targeting settings from campaign to adgroup level only for these certain campaigns.

Which of these is NOT a best practice for setting up campaigns for Target CPA bid strategy?

• Set the CPA target to the 30 day stable average CPA of the campaign after excluding the conversion delay

• Ensure that the campaign is limited by budget, since Target CPA campaigns perform the best under budget constraints

• Set Ad delivery to Standard instead of Accelerated.

• Avoid setting CPC bid limits for the strategy, as they can limit the bidding strategy's flexibility to adjust bids based on auction signals

How often Google updates its Audience lists

• Everyday

• Every impression

• Once in 30 days

• 540 days

Which of the following metrics represent the overall market share for the advertiser for the current targeting setup?

• Impression Share, Click Share, Conversion Share

• Exact Match Impression Share, Broad Match Impression Share, Phrase Match Impression Share

• Impression Share, Impression Share Lost to Rank, Impression Share Lost to Budget

• Impression Share, Impression Share Lost to Rank, Exact Match Impression Share

Your advertiser JimsTrombones.com wants to direct users to his call center to place orders over the phone. Which of the following will help him achieve this?

• Price Extensions

• Message Extensions

• Mobile-only campaigns with phone number in the ad

• Call Extensions

Which of these is NOT a bid adjustment option available in AdWords Search?

• Language Bid Adjustments

• Device Bid Adjustments

• Ad Schedule Bid Adjustments

• Location Bid Adjustments

Dynamic Search Ads is a black box solution, as it does not show which search terms the ads are being show to

• False

• True

Your advertiser is SPEEDY-FLOWERS who can deliver flowers only to users within 25 miles of their location. Which of the location targeting options would you suggest for them?

• DMA Targeting

• Radius Targeting

• Zip Codes/Postal Codes

• City

CheesyPoofs.com has a number of duplicate keywords in their search campaigns and they want to know what they should do to have an optimal account setup?

• Do nothing. Having duplicate keywords ensures that your ads will trigger for each auction

• There is no way to remove duplicate keywords in the account once added, so move to a new account

• Having duplicate keywords means you can show your ads in all the available slots on Google.com

• Having a keyword appear multiple times makes your account statistics difficult to interpret, so use AdWords Editor to delete duplicate terms

What do the categories report in "Auto targets" tab in the old AdWords UI display?

• Performance for categories you've chosen to target

• Performance for categories you've excluded

• Search terms that triggered your Dynamic Search Ads

• Performance for all targeted categories whether you've included them as Dynamic ad targets or not

Audience list strategies can be added at which level?

Select All Correct Responses

• MCC level

• Adgroup level

• Camapign level

• Account level

Here is a snapshot of David's Bridals [davidsbridal.com] Search Term Report. What are the steps you would take to improve the overall performance for the campaign? Click the link for the image -> https://goo.gl/vuC2tg

Select All Correct Responses

• Add poor performing and irrelevant terms as negative keywords

• Use SmartBidding & Search Audiences to have query & identity based performance optimization

• Remove poor performing landing pages from the website

• Use headlines column to improve website page titles

• Add 3+ eDSA creatives & relevant ad extensions to improve qualified clicks

• Move best performing search terms as keywords to the respective keyword campaigns

Your client says they are not sure of what their Keyword bids should be but they have strict goals for each of their marketing channels. Which metric will help them monitor their goals better?

• Max CPC

• Avg CPA

• Max CPA

• Target CPA

Which parts of the eDSA creative are dynamically generated?

Select All Correct Responses

• Final URL

• Headline

• Visible URL

• Description Line

You cannot target to rank below an advertiser using the Target Outranking Share bid strategy.

• False

• True

Which tool will help you use to setup your DSA Campaign?

• go/DSATargets Tool

• Category & Search Terms Reports

• Zeta Tool for DSA & Dyagram for Page Feeds

• DSA Assistant Tool

RoomsToGo is an American online furniture chain. Here is a snapshot of their Auction Insights data for the last 30 days. What are the insights you can provide to RoomsToGo? [screenshot: https://screenshot.googleplex.com/oO84178MiGF]

Select All Correct Responses

• Client's performance is poor since overlap rate is < 20% for most of the competitors

• Wayfair is their closest competitor in terms of both overlap rate & outranking share

• The auction for online furniture is very intense as all top competitors have 50% outranking share

• Amazon.com is their closes competitor in terms of overlap rate and outranking share

Which of these targeting options are NOT available in DSA?

Select All Correct Responses

• Keywords

• Page Feeds

• Recommend Categories

• All Webpages

• Specific URLs

• Customer Segments

Riverine is a kids clothing company new to Adwords. They've set up their first couple of campaigns. Here's a snapshot of the campaigns. Please help them identify issues/opportunities. Click this link for the image: https://goo.gl/NSCxed

Select All Correct Responses

• Campaign #1 should be opted into All Languages

• Campaign #2 language settings should be changed to Spanish only

• Campaign #1 should have ad rotation set to optimize

• Campaign #1 should be opted into AFS

-------------- is the average amount a customer would like to spend in a day for a campaign

• CPC

• Daily budget

• Cost

• Monthly Budget

Which of the following sources cannot be used to create Customer Match list?

Select All Correct Responses

• Phone numbers

• Lists bought from 3P data aggregators

• Email ID

• Credit card numbers

Super Sam is looking to get incremental clicks within a target CPC of $3, with all his keywords having a Max CPC bid of $1 since the launch of the account. He has identified 40 keywords in the account which have their individual 30-day average CPC less than $1, and have a Quality Score of over 7. What step should Super Sam take on these 40 keywords based on his goal?

• Pause these keywords

• Decrease their Max CPC bids by 33%

• Take no action on these keywords, since they are already providing clicks below the $3 target CPC

• Raise their Max CPC bids to the first-of-page, top-of-page, or first-position estimate, whichever is closest to, but still lower than or equal to the $3 CPC target

Ad Extensions are unique to search campaigns and cannot benefit any other campaign type. True/False

• True

• False

Your advertiser is very happy with her DSA campaign performance. However, she would like to increase the volume of conversions coming to the website. Which of the following steps would you recommend to her?

• Add adequate budget to make sure that the DSA campaign is 'Always On'

• Increase website coverage to have DSA run on all transactional pages

• Increase auto target bids to make sure that there are no impressions being lost to rank

• All of the above

X helps highlight specific aspects of the products or services offered, while Y highlights what makes a whole business unique. Identify X & Y

• X = Structured Snippets, Y = Callouts

• X = Callouts, Y = Sitelinks

• X = Price Extensions, Y = Location Extensions

• X = Promotion Extensions, Y = Structured Snippets

Which of these reports will you download from Athena to identify account health improvement suggestions for search campaign?

• Brand Report

• Account Optimization Report

• Search Opportunity Report

• Account Health Report

One of your clients is reporting high mobile CPA and asks you to work on optimization to reduce it to the desirable level. Upon investigating, you find that there are certain campaigns which are driving mobile CPAs up. The client is open to your recommendations but want to fix the situation fast. Which is the least preferable recommendation that you should give to your client?

• Investigate further to identify the pockets which are driving mobile CPAs up and pockets of efficiency which have lower mobile CPA. Highlight these to the client and balance your recommendations to bid higher where the performance is better than the average and lower where the CPA is higher as a quick fix

• Investigate client's website and advise them to move on to AMP since a faster loading site leads to lower CPA

• Investigate the campaigns which are driving the CPA up and do an ad group level analysis. Based on the results, analyse which ad groups are causing increase in CPAs and suggest bid down for those areas. Looking for keyword/category trends in those ad groups/campaigns would be helpful for further action

When recommending similar audience for search, how would you set performance expectation with your clients?

• The CPAs from similar audience campaigns is likely to be higher than RMKT campaigns

• The CPAs from similar audience campaigns is likely to be lower than RMKT campaigns

• The CPAs from similar audience campaigns is likely to be same as RMKT campaigns

Your client recently designed a very robust audience strategy for their search campaigns, however, they are unsure of a bidding strategy. What would you recommend?

Select All Correct Responses

• Make a positive bid adjustment of +10% for each audience list

• Since the client is already on tCPA, audience level bid modifiers do not matter

• Use Hopscotch dash/Skywalker to get bid recommendations at list level

• Monitor performance of the lists at 0% bid modifier, based on data update bids

ZoesPetSupplies.com has just set up their webpages and want to show their ads with links to their Facebook, Twitter & YouTube pages along with their Coupons page. Can they use Sitelinks to promote these links?

• We can link to their Coupons page using Sitelinks and use Social Extensions to point to the other pages

• We do allow links to point to advertiser's Facebook, Twitter, or YouTube pages. In such cases, the link text must be descriptive that the user is going to be taken to those pages

• They should not use Sitelinks and instead use Location Extensions and Call Extensions

• No. Sitelinks should always point to the same domain as the ad URL, as we do not allow links to point to third-party sites.

AdWords overdelivery allows a campaign to spend twice their daily budget

• True

• False

Finance Fabian is setting up a freelance personal financial advisory service where he wants users to sign up for a consultation.Which marketing objective best represents his business goal?

• Product & brand consideration

• Brand awareness & reach

• Generate Leads

If your advertiser 'RockandRoll.com' wants their keyword campaigns to drive increased visits to their website, which of the following tools / reports would you use to help them achieve this?

Select All Correct Responses

• Use Keyword Miner to find unique terms from competitor accounts

• Analyze reports in Wildcat to improve category coverage

• Use Keyword Refinery to find new keywords

• Use Search Terms Report to choose best performing search terms to add to account

Your advertiser is consistently meeting their daily budget for their Search campaigns and their ads stop showing by 3 pm. Which of the following features will help them to use their budget efficiently throughout the day?

• Unlimited Delivery

• Standard Delivery

• Optimized Delivery

• Accelerated Delivery

One of the clients in your portfolio has an online shoes selling business and is tracking sales as conversions. While optimizing their account towards getting more conversions, you look at this segmentation (see screenshot: https://screenshot.googleplex.com/RatAmtAh61K.png). What are the recommendations that you should make to your client?

• Since mobile is driving conversions at a lower CPA than desktop (and has better CTR and comparable CvR) we should bid higher on mobile to ensure that we capture maximum IS on the device and ensure no IS Lost to Rank

• Recommend higher bids on tablets since the CTR is way better. This will ensure that we are able to get more conversions from tablets

• Mobile is seeing slightly lower conversion rates as compared to desktop. This could be a result of their poor mobile landing page and the client should move to AMP

• We should recommend that that client split their campaigns by device since there is so much performance variance across different devices

If RedTape.com has the following as negative keywords -> running shoes, "running" & sneakers for their Formal Shoes ad group, which of the search terms mentioned below will NOT show any ads for RedTape.com?

• new dress shoes

• mens shoes

• mens shoes for running

• best formal shoes

Advertisers should place their AdWords conversion tracking code on every page of their website.

• True

• False

RoyalCanin.com is a retailer who sells pet food online. Which of the following metrics should they track continuously to understand the value of their AdWords investment?

• Impression Share

• Top of Page Rate

• Conversions

• Quality Score

BestBiscuits.com is the largest cookie & biscuit retailer in your portfolio. They are very hesitant to try automation with Google as they are particular about taking users to the highest converting webpages on their site. Which of the following options will help them test the waters with DSA without compromising their business goals?

• Specific URLs

• Recommended Categories

• All Webpages

• Page Feeds

Google AdWords gives you the ability to have ads that have a mobile specific message in the text ad on Search (e.g. book on the go)

• True

• False

Which metric is a good indicator to optimize the ad creatives and improve ad relevance?

• Top of Page Rate

• Clickthrough Rate

• Cost Per Acquisition

• Conversion Rate

eBags sells luggage & travel accessories. Here is a snapshot of their top converting campaigns. Select all the optimization tips applicable to them. [screenshot: https://screenshot.googleplex.com/ktOvxAP9dxw]

• Turn off Target ROAS

• Differentiate budgets & bid strategies between brand vs non brand as well as categories

• Create Shared budgets to combine all budgets to have a portfolio level budget

• Reduce budgets for Brands - Work Bags & Mixed campaigns as they are the lowest converting campaigns

Here is a snapshot of Pizza Hut's search campaign conversion date by day & time. What would your insights/recommendations be to improve or maximize their performance [see screenshot: https://screenshot.googleplex.com/hwot6gZRR5h]

Select All Correct Responses

• Increase bids between 5-7 pm on all days

• Reduce bids between 12am - 12 noon

• Increase bids on weekends

• Reduce bids on Monday - Friday

Skillsharp.com wants to identify their potential customers by tracking visitors who have downloaded the free white paper on their website. Which conversion segment in AdWords conversion tracking would you recommend them to categorize this conversion action(white paper download) into?

• Research

• Lead

• Signup

• Purchase/Sale

Don Quijote is one of the biggest discount stores in Japan. They want to optimize the performance of their keyword campaigns to drive increased foot traffic to their stores. What kind of keywords should they be adding to their campaigns?

• Generic sale related keywords like 'sale', 'cheap', 'free'

• Keywords that ask users to purchase online 'buy chocolates online', 'cheapest chocolates', etc.

• Keywords related to proximity to the stores 'discount stores near me', 'don quijote near me', etc.

• Specific brand terms for the client to purchase online 'don quijote', 'don quijote online'

By default AdWords conversion tracking code reports cross device conversions.

• False

• True

What is the maximum bid adjustment that can be applied to devices?

• 700%

• 100%

• 900%

• 600%

Which of the following keyword match types help you restrict irrelevant search term traffic?

• Exact Match

• Negative Match

• Broad Match Modifier

• Phrase Match

If you are optimizing your search campaigns to get incremental clicks within a CPC target, which keyword targeting optimization would you recommend for keywords which have their individual 30 day average CPC less than your target CPC?

• Recommend broader match type variations for these keywords (eg: phrase match variations for existing exact match keywords)

• Take no action, since optimize keyword targeting cannot get you incremental clicks

• Recommend narrower match type variations for these keywords (eg: exact match variations for existing phrase match keywords)

• Pause these keywords

Which of the following are considered best practices when choosing keywords for your campaigns?

• Align keywords with business goals

• Manage match types for growth and control

• All of the above

• Expand the reach of existing keywords & refine traffic with negative keywords

Your advertiser is very happy with their Keyword campaign performance. However, they wants to increase the volume of traffic coming to the website. Which of the following steps would you recommend?

• Increase keyword coverage to show ads for all relevant keywords

• All of the above

• Add adequate budget to make sure that the campaigns are 'Always On'

• Increase keyword bids to make sure that there are no impressions being lost to rank

SmithAutos.com, an auto dealer with many locations, are setting up their search campaigns and want your advice on what extensions they should setup with their campaigns. Which of the following extensions would you recommend for them?

Select All Correct Responses

• Core/Universal Extensions [Sitelinks, Callouts, Structured Snippets]

• Seller Ratings

• Call Extensions

• Location Extensions

[Analyze] Pizza.com has just added a new ad with Keyword Insertion with the headline Order {KeyWord:Pizza} Online. The keywords in the ad group are ["pizza", "fresh pizza," "pepperoni pizza," "gourmet truffle pizza"]. Which of the following keywords will NOT get inserted into the ad?

• Pepperoni Pizza

• Pizza

• Gourmet Truffle Pizza

• Fresh Pizza

Which of these extensions can help direct users to the nearest store to drive in-store traffic?

• Store Locator Extensions

• Location Extensions

• Sitelinks

• Google Map Extensions

[Remember] Which of the following are the primary levers of Creative Excellence?

Select All Correct Responses

• Three or more ETAs per ad group

• Optimized ad rotation

• Campaigns to have Smart Bidding strategy enabled

• Greater than average Quality Score

• Three or more ad extensions enabled

Device Bid Adjustments allow advertisers to optimize their bids for only mobile devices

• False

• True

What would you advise an advertiser on how to best theme keywords in their search campaigns?

Select All Correct Responses

• Add around 5 – 20 closely relevant keywords per ad group

• Choose keywords that relate to the products being advertised in the ad

• Add negative keywords to refine incoming traffic

• Separate mobile heavy keywords like 'shoes near me' to have mobile only campaigns

Your advertiser is very happy with her campaign performance. However, she would like to occupy larger real estate than her competitors on the search results page. Which of the following steps would you recommend to her?

Select All Correct Responses

• Use Remarketing lists for Search Ads to target only users who have been to the website

• Decrease bids and let Quality Score improve the ad position and Dynamic Extensions to occupy larger real estate

• Increase bids to make sure that there are no impressions being lost to rank

• Add relevant Ad Extensions to improve Ad Rank in the auction and occupy larger real estate

Which of the following tools would you use to find new keywords for your advertisers campaign?

• Keyword Refinery

• Google SEO Tool

• Keyword Refractor

• Keyword Miner

Which of the following is not a component of Quality Score?

• Ad Relevance

• Expected Clickthrough Rate

• Landing Page Experience

• Expected impact of Ad Extensions

For an exact match keyword [running shoes], which of the following search queries can it NOT match to?

• shoes running

• running sneakers

• runnign shoes

• the running shoes

Here is a snapshot of New Balance's [newbalance.com] Search Terms Report. What are the steps you would take to improve the overall performance? Click the link for the image -> http://goo.gl/BS3ab2

Select All Correct Responses

• Bid higher and expand on high performing keywords

• Update match types of low-performing keywords

• Add high spending poor performing search terms as negatives

• Start running on competitor terms like 'nike' to boost performance

• Add more high volume keywords like 'free' and 'news' to get more clicks

Exact match keywords can now show on searches for the exact term as well as semantic variations that include same-meaning queries, and variants such as word reordering & function word addition or removal. True or False?

• False

• True

Which of the following is NOT a way to increase Ad Rank for keywords?

• Increase keyword bids

• Enabling or improving your ad extensions

• Increasing ad quality

• Increasing campaign budgets

How would you advise a brand conscious advertiser who wants force one specific extension to trigger and will not agree to implementing other extensions to ad groups. Which of the following would you recommend?

Select All Correct Responses

• You can use Ad Variations to do an experiment split to test individual extension performance

• You cannot guarantee that the specific extension will trigger for each auction

• Ads can show up to four extensions, and several of them can co-trigger

• AdWords selects a combination of extensions per query to provide the best performance

Overstock.com has a Valentine's Day sale on their jewelry and want to use ad extensions to showcase the low prices and the 50% off on their jewelry line. Which extensions would you recommend to solve this issue?

• Shopping Ads & Sitelinks

• Sitelinks & Callouts

• Price & Promotion Extensions

• Don't need to do anything. Google will automatically show the most relevant prices and promotions

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AdWords Search Optimization Assessment for Agents Answers