Quiz
Ad Words Search Certification
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Questions in this quiz (139)
1True or false: Adding an extension to a text ad improve an advertiser's Quality Score?
- ATrue
- BFalse
2According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?
- AShoe shops near me
- BGreat shoe shops
- CShoe shop adresses
- DShoe shop sales
3You’re using target search page location bidding. You know it’s working because you see your ad:
- AOn the second page of Google search results or in the second position
- BAt the bottom of every page of search results
- CRepeatedly mixed in with the organic search results
- DOn the first page of Google's search results or in the top positions
4Which best describes the relationship between maximum cost-per-click (max. CPC) bids and Ad Rank?
- AAn increased CPC bid leads directly to a small increase in Ad Rank
- BA CPC bid is one factor that affects Ad Rank
- CAn increased CPC bid leads directly to a large increase in Ad Rank
- DA CPC bid only affects Ad Rank on the Search Network
5Which lets you change keywords, campaigns, ads, ad groups and product groups?
- ABulk edits
- BRevision tool
- CCampaign editor
- DCategory editor
6True or false: Product Listing Ads use Merchant Center product data to decide how and where to show ads.
- ATrue
- BFalse
7You might analyse exact match impression share data to get an idea of:
- AThe percentage of eligible impressions you received for searches that exactly matched content on your landing page
- BThe number of times your ads were shown on the Search Network
- CThe number of eligible impressions your broad match keywords received
- DThe percentage of eligible impressions you received for searches that exactly matched your keywords
8Drew is selling maths textbooks and using cost-per-click (CPC) bidding for his campaign. What’s the final cost each time his ad is clicked?
- AThe project maximum cost-per-click (max. CPC)
- BThe average amount needed to make the ad appear somewhere on the page
- CThe minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction
- DThe average amount charged each time someone clicks on his ad
9Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?
- AMost people clicking on his ad already own at least one baseball cap
- BMost of his customers are watching a baseballgame when they visit his site
- CLots of his site visitors are 49ers fans
- DLots of his site visitors are signing up for his baseball trivia newsletter
10Which is a best practice for creating a mobile-preferred ad?
- AUse a mobile-optimised landing page
- BPut your most important information in the second line of ad text
- CIntegrate mobile Flash video ads
- DUse the same format and connect as you’d use for a laptop ad
11 If you want to prioritise downloads of your mobile app instead of visits to your mobile site, you should:
- AAdd a sitelink extension
- BRun an app install ad
- CAdd a call extension
- DInclude the word “install” in the ad text
12How might you explain to an account manager why she should identify how much a conversation costs when setting up conversion tracking for a client’s search Network campaign?
- ACost-per-conversion data can be compared with competitors’ cost-per-conversion data
- BKnowing the cost-per-conversion can help her better optimise the campaign’s bids and budgets
- CCost-per conversion data can indicate whether her profit will increase
- DKnowing the cost-per-conversion can help her better optimise the campaign’s keywords
13The majority of consumers want ads customised to their:
- AAge group
- BCountry or nationality
- CCity, postcode or immediate surroundings
- DInterests and hobbies
14You can use target cost-per-aquisition (CPA) bidding to help:
- AGet as many conversions as possible within a flexible budget range
- BGenerate mor clicks than manual bidding would generate
- CGet as many conversion as possible within your budget
- DGet as many clicks as possible within your budget
15Nick sells five flavours of gourmet popcorn. Why is he bundling ads for his best selling flavour, “Sweet & spicy coconut”, with related keywords like “coconut snacks” in a single ad group?
- ATo show ads promoting “Sweet & spicy coconut” to people searching for that flavour
- BIt’s most efficient to have a single ad group
- CTo show ads promoting all the flavours to people searching for “gourmet popcorn”
- DTo make sure “Sweet & spicy coconut” continues to the bestseller
16Yoon, who sells designer jeans, has a mobile app to help women determine what leg style looks best on their type. What could she do to bring in more prospective customers?
- AUse the “Ads on mobile devices” campaign type
- BAdd a call-only extension to her ad
- CAdd a mobile-app extension to her ad
- DInclude a link to her mobile website in her ad
17Which statement is true?
- AAds with call extensions only let people call the business
- BCall extensions send people to a landing page with a phone number
- CCall-only ads only let people call the business
- DCall-only ads available exclusively on the Display Network
18Each of these are benefits that you’d expect from Product Listing Ads except:
- AFree listings
- BBetter-qualified leads
- CEase of targeting without needing keywords
- DMore traffic and leads
19An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets AdWords editorial and professional requirements?
- A**Free** delivery on LCDs
- BCheap, cheap, cheap monitors
- CBUY affordable LCDs
- D20-70% off LCD monitors
20Why would the data for a Search Network campaign show conversions but no view-through conversions?
- AA view-through conversion is counted when someone seen an ad in Google Search and calls the business
- BA view-through conversion is counted when someone sees an image or rich media ad on the Display network
- CA view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site
- DA view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site
21An ad group contains the phrase-matched keyword “under camera”. Which search query may trigger an ad group to be shown?
- ACamera for use under water
- BUnderwater digital camera
- CUnderwater lens camera
- DUnderwater camera case
22Your average bid is £ 10 and you’ve enabled enhanced cost-per-click bidding (ECPC). Assuming you haven’t set any bid adjustments, ECPC can raise your bid to which amount when AdWords sees an auction that’s more likely to lead to sale?
- A£ 14
- B£ 12
- C£ 11
- D£ 13
23 Small business owner Marcos set up AdWords campaign by thinking of “obvious” keywords off of the top of his head. What’s one way he might improve them?
- AClick the “Automatic keywords refresh” button
- BSee the suggestions on the Keywords tab
- CSee the suggestions on the Opportunities tab
- DStick with the current keywords for two months to collect enough viable data
24Chanara, a senior account manager at a large digital agency, likes having an AdWords manager account. What can she do with a manager account that she cant’t do with an individual account?
- AUpgrade each individual AdWords account
- BUse a single sign-in for all accounts
- CUpgrade multiple manager accounts
- DAccess the AdWords Application Programming Interface (API)
25You 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:
- AWe Sell dark chocolate
- BWe Sell chocolate
- CWe sell dark chocolate
- DWe Sell Dark Chocolate
26Which statement is true?
- ACall extensions send people to a landing page with a phone number
- BAds with call extensions only let people call the business
- CCall-only ads only let people call the business
- DCall-only ads are available exclusively on the Display Network
27Which report and metric should you analyse to see how often your client’s ads are showing above search results in comparison with other advertisers?
- AWhich report and metric should you analyse to see how often your client’s ads are showing above search results in comparison with other advertisers?
- BAn average position metric from the paid and organic report
- CTop of page rate metric from the Auction insights report
- DAd group data that you customise with the Report Editor
28 You’re reviewing the paid and organic search report for a client who runs a Maui snorkelling tour business, and you see that her business appears only in organic search for queries such as “boat snorkelling tour” and “beachside snorkelling tour”. You can use this information to:
- AIncrease the bids for the keywords that include the terms “boat”, “snorkelling”, and “beachside”
- BLower the budget for all of her campaigns that contain these queries as keywo
- CIncrease the budget for all of her campaigns that contain these queries as keywords
- DCreate two separate ad groups focused on boat and beachside snorkelling and include these queries as keywords
29#30 Roxanne’s online estate jewellery sales are lagging despite running a great text ad. What else might she do to drive sales?
- AUse the Product Listing Ad Format
- BIncrease her maximum cost-per-click (max. CPC) bid
- CIncrease the number of keywords in each ad group
- DAdd a location extension to her ad
30You 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:
- AEstimate revenue based on online sales, factor out gross margins and subtract AdWords costs
- BEstimate revenue based on in-store sales, factor out gross margins and subtract AdWords costs
- CEstimate revenue based on the value of an AdWords customer, factor out gross margins and subtract AdWords costs
- DEstimate revenue based on the value of a click, factor out gross margins and subtract AdWords costs
31To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:
- ASegment the campaign’s data by network and evaluate its performance on search partner sites
- BEvaluate the campaign’s performance on search partner sites vs. Display sites
- CUse Keyword Planner to evaluate how the campaign might perform better on search partner sites
- DReview the top movers report to see if the campaign is getting more clicks on search partner sites
32Which statement about ad extension isn’t true?
- AThey show additional information about a business
- BThey tend to improve an ad’s visibility
- CThey often appear below the organic search results
- DThey can help improve clickthrough rate
33You can add a “+” modifier in front of the words in a broad match keyword to:
- AIndicate that this keyword should dynamically inserted in your ad text
- BOverride a negative keyword with positive one
- CSpecify that someone’s search must include certain words or their close variations
- DSpecify that certain words and their close variants be prioritised
34 According to Google data, among consumers who conduct a local search on their smartphone, how many then visits a shop within a day?
- AAbout 50%
- BAbout 10%
- CAbout 20%
- DNearly everyone who’s ready to buy
35If your campaign’s daily budget is £20, how much of your budget can be spent to show your ads on certain days, based on fluctuation in traffic?
- AUp to £24
- BUp to £30
- CUp to £21
- DUp to £20
36An advertiser who uses ad scheduling has a custom bid adjustment for 9 p.m. to 12 a.m. on weeknights. The normal bid is £0.40 and the bid multiplier is -25%. How much is the advertiser bidding for that time period
- A£0.03
- B£030
- C£0.32
- D£0.21
37Which option can you use to capture potential business later in the day, even on a limited budget?
- ABid allocation
- BAd delivery
- CAd automation
- DBid capping
38How would you determine the clickthrough rate (CTR) for a client’s search ads?
- ADivide the number of impressions the ad gets by the number of clicks it gets
- BDivide the number of clicks the ad gets by the number of impressions it gets
- CEvaluate the number of clicks the ad accures per day
- DDivide the number of impressions the ad gets by its average position
39 A furniture store owner is creating her first AdWords campaign. What’s the best way to group her products?
- ACreate a new campaign for every bed she sells in her store
- BGroup them in a single ad group
- CSeparate them in ad group based on what she thinks will sell best on the Search vs. The Display Network
- DSeparate them in ad groups with themes like sofa beds, king-size beds and queen-size beds
40Keyword Planner can do all of these things except:
- ASuggest keywords and ad groups that may not have occurred to you
- BProvide historical statistics on search volume
- CMultiply keyword lists together
- DProvide Quality Score estimates and validate keywords
41If you want to target ads to only people who speak Spanish, you can:
- AWrite your ad and keywords in Spanish and target the Spanish language
- BWrite your ad and keywords in English and target the Spanish language
- CHave Google translate your ad and keywords into Spanish
- DIn your ad text, make sure a reference to Spanish speakers
42AdWords Editor lets users to do all of these things except:
- AExport and import files
- BSimultaneously make edits to multiple accounts online
- CView statistics for all campaigns
- DKeep working while offline
43Which is a best practice for optimising a landing page for AdWords?
- AEasy-to-navigate content
- BProminent headlines in several font styles and sizes
- CThe same programming language across the whole site
- DSeveral links to related websites
44A florist is advertising five types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on “roses”?
- AThe home page, showing five types of boquets that include roses
- BThe “Contact us” page
- CThe page showing rose bouquets
- DThe page on which people can sign up for coupons
45“Mobile app engagement” campaigns can be used to:
- AEncourage people to rate an app in the app store
- BEncourage people to download a new app
- CRe-engage people who’ve downloaded an app
- DIncrease in-store call conversions
46Heather has a mobile app that she wants people to keep using once they’ve downloaded it. How can she make it more engaging?
- AUse the bid strategy “Maximise engagement"
- BSet up custom deep links
- CAdd some large, memory-intensive graphics
- DCustomise the app for each format (phone, tablet, computer)
47In order to differentiate ads from those competitors, advertisers should:
- AUse exclamation points and words in all capital letters
- BInclude prices and promotions
- CMention competitor offers and prices
- DUse special characters, such as asteriks or hashtags
48You have a friend starting her first AdWords campaign. What would you suggest about how to choose keywords?
- AInclude more than 50 keywords in one ad group
- BKeep each keywords to a single word, rather than a phrase
- CSet a theme for each campaign and choose related keywords
- DSet a theme for each ad group and choose related keywords
49An advertiser attempts to enable target cost-per-acquisition (CPA) bidding but the option isn’t available. The most likely reason is that the advertiser:
- AIs using another automated bid strategy
- BHas fewer than 15 conversions in the last 30 days
- CHas fewer than 16 conversions in the last 30 days
- DHas fewer than five conversions in the last 15 days
- EIs using Google Analytics
50A successful AdWords text ad:
- ATalks about the advertiser’s reputation
- BMentions at least four key selling points
- CHas a wrapping headline and at least two paragraphs of text
- DTies the call-to-action to the landing page
51Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?
- A“Custom Tees, Click Here”
- B“Design Your Own T-Shirt”
- C“We sell custom t-shirts!”
- D“Free delivery on CuStOm Ts”
52If an advertiser has the same keyword in two different ad groups, the one entered in a given auction will have the:
- AHighest cost-per-acquisition (CPA) bid
- BHighest maximum cost-per-click (max. CPC) bid
- CLowest maximum CPC bid
- DHighest Ad Rank
53A new client wants to promote his three Indian restaurants, in different areas of London, to people searching for places to eat. How might you organise his account?
- ACreate one campaign with an ad group for each menu item
- BCreate one campaign with an ad group for each restaurant location
- CCreate one campaign with an ad group for all restaurant locations – THIS IS A GOOD ANSWER TOO
- DCreate several campaigns with two ad groups each: dine in and takeaway
54Maria would like to target people who’ve already browsed her online clothing boutique by offering them 10% discount on their first purchase. What tool should she use to research these people on the Search Network?
- ARetargeting lists for text ads
- BRemarketing lists for search ads
- CFlexible bidding
- DDynamic search ads
55Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?
- ARotate evenly
- BRotate randomly
- COptimise for conversions
- DOptimise for clicks
56How 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?
- AThey can give her an idea of how often someone clicked on her ad
- BThey can help her calculate how often someone clicked on her ad and then converted
- CThey can help her evaluate how engaging her ad is to potential customers
- DThey can give her an idea of how often her ad is shown to potential customers
57After searching for shoes, Sean clicks on an ad promoting a sale on trainers, which has several pop-ups. What should the advertiser do to improve Sean’s experience?
- ARemove all but one of the pop-ups
- BEnsure that the pop-ups relate to the search
- CRemove the pop-ups
- DEnsure that the pop-ups get Sean’s attention
58Dustin 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?
- AInclude his business address in the ad text
- BInclude his keywords in the ad text
- CPut the ad headline in all capital letters
- DPut special characters in the ad headline
59An 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?
- ASet the campaign budget to a 30-day cycle
- BSpecify the bid amount for each individual campaign
- CIncrease the target CPA bid
- DTry a different automated bid strategy
60Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did she choose this option?
- AShe’s using a “Standard” campaign
- BShe prefers not to limit ad exposure, regardless of when the restaurant is open
- CShe can’t afford tor un ads all the times of the day and on all days of the week
- DHer ads generate 95% of her business on Fridays, so she’d like to show them more on tfhat day
61A client is asking why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?
- AHe can better understand what happenes after potencial customers click his ads
- BHe can get an idea of how many people who’ve seen his ads actually became customers
- CHe can better understand whether potencial customers find his ads appealing
- DHe can get an idea of how many people double-clicked his ads
62The owners of a coffeehouse would like to run an “afternoon espresso” promotion to increase sales weekdays. Which AdWords feature would be most effective for preventing their search ads from appearing at night and on weekends?
- AAutomatic bidding
- BManaged placements
- CKeyword Planner
- DCustom ad scheduling
63YouTube client’s product costs £50 to produce, and it sells for £150. She’s sold 10 units and spent £700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?
- A[£1500 (revenue) – 10 (number of products sold)]/ £1200 (cost + AdWords spend)
- B£1500 (revenue) / £1200 (cost + AdWords spend)
- C[£1500 (revenue) – £1200 (cost + AdWords spend)] / £1200 (cost + AdWords spend)
- D[£150 (sales price) – £1500 (cost)] / £700 (AdWords spend)
64To optimise a client’s campaign to get the most out of her mobile advertising, you can:
- ASet shorter conversion windows to capture users who convert after researching on multiple devices
- BEdit the campaign’s ad text to include information about how customers can purchase her product on their computers
- CSet a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data
- DUse the maximise clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices
65Your client sells gardening supplies online. You suggest that she use sitelinks because they can:
- ATake people to subpages on her site about gloves, tools and fertiliser
- BBring people to her site from blogs about gardening
- CBe used with Shopping campaigns
- DTake people to blogs about gardening
66An advertiser who sells designer dresses is selecting a landing page top air with ads for collection of spring dresses. A good landing page would show:
- AA single best-selling dress
- BSpring dresses in several colours
- CA catalogue of springand summer dresses
- DTop-selling dresses for all seasons
67An advertiser makes edits to an ad and notices that its ad position is then lower than that of the previous version. What’s the most likely cause?
- AThe edited ad has a lower conversion rate
- BThe advertiser’s budget has been depleted
- CThe advertiser’s landing page is down for maintenance
- DThe edited ad is less relevant to the keywords in the ad group
68Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers and tablets?
- ACross-OS conversions
- BCross-device conversions
- CCross-through conversions
- DClick-through conversions
69The keyword insertion code in an ad’s headline is: Buy {KeyWord:Books} The ad appears when someone searches for “flower books” and the query matches a broad matchkeyword, “gardening books”. How would the headline read?
- ABuy flower-arranging books
- BBuy plant books
- CBuy gardening books
- DBuy keyword books
70Customers who want to increase app downloads should use which campaign type?
- AMobile app installs
- BAds in mobile apps
- CCall only
- DMobile app engagement
71You have a budget of £75 per day for your client’s Search campaign, and you’d like to set a maximum cost-per-click (max. CPC) bid of £1. How can you validate that this is the right bid amount for getting the most clicks?
- AUse bid simulators to see CPC estimates
- BBid across multiple ad groups to determine the average
- CTry various CPC amounts to determine the average
- DRaise your max. CPC to £3 to cover possible competitive bids
72An advertiser targeting only France determines that clicks have been received from people in Switzerland. Why might this happen?
- ASwiss people are searching in Google for information about Switzerland
- BFrench people visiting Switzerland are searching on Google for information about Switzerland
- CPeople located in France are using Swiss-related words, like “hotels in Switzerland”
- DPeople located in Switzerland are searching using France-related words, like “hotels in Paris”
73The strategic use of different marketing channels affects:
- ATarget-customer demographics
- BOnline purchase decisions
- CPayment methods
- DThe average amount of each sale
74Someone searches on ”laptop computers” and clicks an ad. Which landing page would be most relevant?
- AA page showing laptops
- BA computer store homepage
- CA page showing both laptops and desktops
- DA page showing a tablet
75You 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?
- AUse accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning
- BUse target outranking share bidding
- CImprove the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages
- DRaise the target cost-per-acquisition (CPA) bid
76High quality ratings for an ad can:
- ABe achieved with an increase in bid
- BIncrease how often people click on it
- CImprove its position
- DIncrease its average cost-per-click (avg. CPC) bid
77You’re reviewing the campaigns of a new client who wants to better promote his childcare facility to parents researching childcare on their mobile devices. Currently, his ads include generic text about childcare. To optimise his ads for mobile, you might create an ad with:
- AThe mobile version of the facility’s website as the landing page , and uses an interactive video showing current students and teachers reading together
- BThe computer version of the facility’s website as the landing page, and a headline and description that encourages people to sign up for the facility’s newsletter
- CA headline and description text that encourages people to sign up for a tour, and uses location extensions so that they know where the client’s business is located
- DA headline and description text that includes a customer testimonial, and uses the previous visit’s automated ad extension to people see when they last visited the client’s website
78To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:
- AAddressing consumers’ needs
- BCarrying over the theme of her traditional ad campaign to her online campaign
- CRunning ads only on mobile devices
- DLaunching a cross-device campaign
79You’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?
- AReceive more conversions while paying more on average per conversion
- BReceive fewer conversions while paying less on average per conversion
- CReceive more conversions while paying less on averageper conversion
- DReceive fewer conversions while paying more on average per conversion
80An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?
- AAdWords account manager
- BAdWords application Programming interface (API)
- CAutomatic cost-per-click (CPC) bidding
- DAdWords editor
81True or false: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords.
- AFalse
- BTrue
82Dynamic search ads would be the most helpful for:
- ACampaigns that need to reduce exposure or competitive keywords
- BMoving an ad’s position dynamically in whatever direction a person’s eyes are looking
- CA local restaurant with a dynamically changing menu that offers fresh, new dishes every day
- DA global, online clothing retailer that changes its inventory seasonally
83You’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 optimise. How can you most effectively do this?
- ACreate two separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign
- BCreate one campaign and apply target search page location bidding to drive visibility and reservations
- CContinue to manually set the bids to focus on driving clicks to the site in order to drive conversions
- DApply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
84Data shows that your client’s ad that appears to people in San Francisco gets 120 conversions at a cost of £1200 and cost-per-acqusition (CPA) of £10, while ads showing in Houston get 70 conversions at a cost of £1400 and CPA of £20. If you have a CPA goal of £12, what bid adjustment would you set for each location?
- A+20% for San Francisco, – 20% for Houston
- B+20% for San Francisco, -40% for Houston
- C+40% for San Francisco, -40% for Houston
- D+40% for San Francisco, -20% for Houston
85Zoe has a website selling customisable electronic greeting cards. What could be interfering with her getting the most possible conversions?
- ASome of her keywords are on the landing page
- BWhen people click the ad, they’re taken to the get-well category
- CIt’s obvious on the landing page that she’s selling greeting cards
- DThe landing page shows popular cards, with easy navigation to specific categories like birthday, annyversary, congratulations and get well
86You’re working on the bidding strategy for Search Network campaign. If the cost-per conversion for mobile is lower than for desktop, how might you optimise the bidding strategy to increase the number of conversions?
- AIncrease the mobile bid adjustment for the campaign
- BDecrease the mobile bid adjustment for the campaign
- CDecrease the number of mobile-optimised text ads
- DIncrease the number of mobile-optimised text ads
87You have a maximum cost-per-click (max. CPC) bid of £2 for a keyword. To determine the prospective impact of raising this bid to £3, you could use:
- ABid Simulator
- BPortfolio Simulator
- CKeyword Simulator
- DCPC Simulator
88Sarah manages 2 AdWords accounts for a client. Which tool would she use to search and replace a group of keywords across several ad groups?
- ABid Simulator
- BAdWords API
- CAdWords Editor
- DKeyword Planner
89 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?
- ADisplay Network, advanced
- BSearch Network with Display Select
- CSearch Network only
- DDisplay Network only
90According to Google data, 70% of mobile searchers who’ve recently made a purchase have:
- ASaved a business as a contact on their phone
- BClicked to call a business from the search results page
- CCalled a similar business from their phone
- DVisited a business’s website from the search results page
91Search 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 a negative keywords to prevent your ads from showing on such searches?
- A“prescription” and “glasses”
- B“wine” and “drinking”
- C“drinking” and “glasses”
- D“glasses” and “wine”
92Which allows advertisers to automate AdWords reporting and campaign management?
- AExecution of repetitive Data Mining Extensions (DMX) queries
- BUse of an AdWords Application Programming Interface (API) web service
- CUse of Structured Query Language (SQL) server reporting services
- DExecution of multiple reporting tasks from multiple computers
93One factor that the AdWords system uses to calculate an ad’s actual cost-per-click (CPC) is the:
- AMaximum CPC bid of the ad showing one position lower on the page
- BLocation targeting of the ad showing one position lower on the page
- CMaximum CPC bid of the ad showing in the #1 position on the page
- DCost-per-thousand impressions (CPM) of the ad showing one position lower on the page
94You own a bed and breakfast in southern France and want to target English-speaking tourists looking for accomodation after they’ve arrived in France. What language and location should you target?
- AEnglish; the United States
- BEnglist; the 25-mile radius around the bed and breakfast
- CFrench and English; the 5-mile radius around the bed and breakfast
- DEnglish; southern France
95Obi added a sitelink extension to her text ad and wants it to show as often as possible. What’s the best way to achieve this?
- ALower her maximum cost-per-click (max. CPC)
- BRaise her maximum cost-per-click (max. CPC)
- CLower her Ad Rank
- DAdd a second type of extension
96You 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?
- AWorlds in your ad text, like model names of digital cameras
- BWords from headline on your website, like “electronics” and “sale on cameras”
- CGeneral phrases related to photography, like “camera lens” and “camera base”
- DBrand names of your top competitors’ cameras
97You 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 £1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?
- A£1.80
- B£2
- C£1.70
- D£2.80
98What can you learn from attribution reports?
- AThe series of steps that customers take before completing a conversion, including information on ads, clicks and other elements of a campaign
- BThe series of steps that customer take after completing a conversion, including information on ads, cicks and other elements of a campaign
- CThe number of conversions that the same customer completes after clicking an ad
- DBudget usage for all Search campaigns, including limitations and opportunities for mobile traffic
99What 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?
- AForecast data
- BTest conversions
- CHistorical conversion data
- DManual bid changes
100You’re reviewing the paid and organic search report for a client who runs a Maui snorkelling tour business, and you see that their business appears only in organic search for queries such as ‘boat snorkelling tour’ and ‘beachside snorkelling tour’. You can use this information to:
- ALower the budget for all of their campaigns that contain these queries as keywords.
- BIncrease the budget for all of their campaigns that contain these queries as keywords
- CCreate two separate ad groups focused on boat and beachside snorkelling and include these queries as keywords.
- DIncrease the bids for keywords that include the terms ‘boat’, ‘snorkelling’ and ‘beachside’.
101True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.
- ATrue
- BFalse
102An ad group contains the phrase-matched keyword ‘underwater camera’. Which search query may trigger an ad in this ad group to be shown?
- ACamera for use under water
- BUnderwater lens camera
- CUnderwater camera case
- DUnderwater digital camera
103According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?
- AShoe shop addresses
- BShoe shops near me
- CShoe shop sales
- DGreat shoe shops
104Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?
- AOptimize for clicks
- BRotate evenly
- COptimize for conversions
- DRotate randomly
105You want to use AdWords to promote your dog-sitting service. What kind of campaign might you create to reach dog owners, whether they’re searching on Google or surfing a pet-supply website?
- ASearch Network with Display Select
- BDisplay Network with Search Select
- CDisplay Network, advanced
- DSearch Network, advanced
106The format of a Shopping ad is different from that of a standard text ad in that it includes:
- AA product image, title, price and extension.
- BA product image, title and price.
- CA product image, title, price and merchant name.
- DA product image, background colour and price.
107What can you learn from attribution reports?
- AThe number of conversions that the same customer completes after clicking an ad
- BThe series of steps that customers take before completing a conversion, including information on ads, clicks and other elements of a campaign
- CBudget usage for all search campaigns, including limitations and opportunities for more traffic
- DThe series of steps that customers take after completing a conversion, including information on ads, clicks and other elements of a campaign
108Which of the following is not a benefit that you’d expect from Shopping ads?
- AFree listings
- BBetter-qualified leads
- CEase of targeting without needing keywords
- DMore traffic and leads
109Heather has a mobile app that she wants people to keep using once they’ve downloaded it. How can she make it more engaging?
- ASet up custom deep links
- BAdd some large, memory-intensive graphics
- CUse the bid strategy ‘Maximise engagement’
- DCustomise the app for each format (phone, tablet, computer)
110You’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?
- AReceive more conversions while paying less on average per conversion
- BReceive more conversions while paying more on average per conversion
- CReceive fewer conversions while paying less on average per conversion
- DReceive fewer conversions while paying more on average per conversion
111You own a bed and breakfast in southern France and want to target English-speaking tourists looking for accommodation after they’ve arrived in France. What language and location should you target?
- AEnglish; the United States
- BEnglish; southern France
- CFrench and English; the 5-mile radius around the bed and breakfast
- DEnglish; the 25-mile radius around the bed and breakfast
112Small-business owner Marcos set up his AdWords campaign by thinking of ‘obvious’ keywords off the top of his head. What’s one way he might improve them?
- ASee the suggestions on the Keywords page
- BClick the ‘Automatic keyword refresh’ button
- CSee the suggestions on the Opportunities page
- DStick with the current keywords for two months to collect enough viable data
113You have a friend starting their first AdWords campaign. What would you suggest about how to choose keywords?
- AInclude more than 50 keywords in one ad group.
- BSet a theme for each campaign and choose related keywords.
- CKeep each keyword to a single word, rather than a phrase.
- DSet a theme for each ad group and choose related keywords.
114If 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?
- ASearch network with Display opt-in
- BUniversal App
- CSearch network
- DDisplay Network
115Why would the data for a search network campaign show conversions but no view-through conversions?
- AA view-through conversion is counted when someone sees an ad in Google Search and calls the business.
- BA view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site.
- CA 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.
- DA view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site.
116To create a customer experience that’s relevant and useful at every touch point, a search advertiser should focus on:
- Arunning ads only on mobile devices.
- Blaunching a cross-device campaign.
- Ccarrying over the theme of the traditional ad campaign to the online campaign.
- Daddressing consumers’ needs.
117You manage the campaigns for a pushchair manufacturer that sells its products online and through large retailers. To calculate the total profits from these campaigns, you should:
- Aestimate revenue based on in-store sales, factor out gross margins and subtract AdWords costs.
- Bestimate revenue based on the value of an AdWords customer, factor out gross margins and subtract AdWords costs.
- Cestimate revenue based on online sales, factor out gross margins and subtract AdWords costs.
- Destimate revenue based on the value of a click, factor out gross margins and subtract AdWords costs.
118If you want to target ads only to people who speak Spanish, you can:
- Ain your ad text, make a reference to Spanish speakers.
- Bwrite your ad and keywords in English and target the Spanish language.
- Cwrite your ad and keywords in Spanish and target the Spanish language.
- Dhave Google translate your ad and keywords into Spanish.
119Which statement about ad extensions isn’t true?
- AThey can help improve click-through rate.
- BThey often appear below the organic search results.
- CThey tend to improve an ad’s visibility.
- DThey show additional information about a business.
120You 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?
- AWords in your ad text, like model names of digital cameras
- BWords from headlines on your website, like ‘electronics’ and ‘sale on cameras’
- CGeneral phrases related to photography, like ‘camera lens’ and ‘camera base
- DBrand names of your top competitors’ cameras
121You 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?
- AWords in your ad text, like model names of digital cameras
- BBrand names of your top competitors’ cameras
- CWords from headlines on your website, like ‘electronics’ and ‘sale on cameras’
- DGeneral phrases related to photography, like ‘camera lens’ and ‘camera base’
122Obi added a sitelink extension to her text ad and wants it to appear as often as possible. What’s the best way to achieve this?
- ALower her Ad Rank
- BLower her maximum cost per click (max. CPC)
- CRaise her maximum cost per click (max. CPC)
- DAdd a second type of extension
123Roxanne’s online estate jewellery sales are lagging despite running a great text ad. What else might she do to drive sales?
- AAdd a location extension to her ad
- BUse the Shopping ad format
- CIncrease her maximum cost-per-click (max. CPC) bid
- DIncrease the number of keywords in each ad group
124The automated ‘Maximise clicks’ bid strategy attempts to get advertisers the most:
- Aclicks for their daily budget.
- Bimpressions in their preferred position range
- Cconversions based on their conversion goals.
- Dimpressions for their daily budget.
125Which of these statements is true?
- ALocation extensions appear when an advertiser targets a geographic location.
- BLocation targeting enables location extensions.
- CLocation extensions appear when someone who’s physically near the business searches using relevant terms.
- DLocation targeting determines which business address appears in an extension.
126Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did she choose this option?
- AShe can’t afford to run ads at all times of the day and on all days of the week
- BHer ‘goal’ is for people to visit her website.
- CShe prefers not to limit ad exposure, regardless of when the restaurant is open.
- DHer ads generate 95% of her business on Fridays, so she’d like to show them more on that day.
127You want to see how raising your client’s target cost per acquisition (CPA) might affect their ad performance. Which tool could help?
- ATarget Bid Simulator
- BTarget CPA Simulator
- CTarget CPA Planner
- DKeyword Simulator
128Chanara, a senior account manager at a large digital agency, likes having an AdWords manager account. What can she do with a manager account that she can’t do with an individual account?
- AUse a single sign-in for all accounts
- BUpgrade multiple manager accounts
- CAccess the AdWords Application Programming Interface (API)
- DUpgrade each individual AdWords account
129If you want to prioritise downloads of your mobile app instead of visits to your mobile site, you should:
- Ainclude the word ‘install’ in the ad text.
- Badd a call extension.
- Ccreate a Universal App campaign.
- Dadd a sitelink extension.
130You can add a ‘+’ modifier in front of the words in a broad match keyword to:
- Aindicate that this keyword should be dynamically inserted in your ad text.
- Boverride a negative keyword with a positive one.
- Cspecify that certain words and their close variants be prioritised.
- Dspecify that someone’s search must include certain words or their close variations.
131In order to differentiate ads from those of competitors, advertisers should
- Ause special characters, such as asterisks or hashtags.
- Binclude prices and promotions.
- Cmention competitor offers and prices.
- Duse exclamation marks and words in all capital letters.
132Maria 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?
- ARetargeting lists for text ads
- BDynamic search ads
- CRemarketing lists for search ads
- DFlexible bidding
133According to Google data, 70% of mobile searchers who’ve recently made a purchase have:
- Avisited a business’s website from the search results page.
- Bcalled a similar business from their phone.
- Csaved a business as a contact on their phone.
- Dclicked to call a business from the search results page.
134With call extensions, a customer who searches for Thai food on their 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?
- AFlat fee, based on the caller’s phone model
- BNegotiated in advance, with bulk discounts
- CBy the minute, based on the length of the call
- DThe same as when someone clicks on an ad
135Which best describes the relationship between maximum cost-per-click (max. CPC) bids and Ad Rank?
- AA CPC bid only affects Ad Rank on the search network.
- BA CPC bid is one factor that affects Ad Rank.
- CAn increased CPC bid leads directly to a small increase in Ad Rank.
- DAn increased CPC bid leads directly to a large increase in Ad Rank.
136True or false: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords
- ATrue
- BFalse
137An 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?
- ASpecify the bid amount for each individual campaign
- BSet the campaign budget to a 30-day cycle
- CIncrease the target CPA bid
- DTry a different automated bid strategy
138Your client sells gardening supplies online. You suggest that they use sitelinks because they can:
- Atake people to blogs about gardening.
- Btake people to subpages on the client’s site about gloves, tools and fertiliser.
- Cbring people to the client’s site from blogs about gardening.
- Dbe used with Shopping campaigns.
139Which is a best practice for writing an effective text ad?
- AMake the text different from what’s on your landing page
- BUse a passive verb in the headline
- CTalk about yourself and your business
- DWrite several ads and see which one performs best
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- Quiz on Ad Words Search Certification, created by Nina Fischer on 22/04/2018.
- Author
- Nina Fischer
- Language
- Deutsch
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