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Adwords Fundamental

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01. Introduction to Adwords In order to activate your account, you must first __ enter your adword pin id verify your email address Correct answer selected wait for 1p to be deposited in your bank account send a fax on letter headed paper Visit your email account, and open the email verification notice from AdWords. Click the link in the email to verify your email address and access your account. Which of the following is not an acceptable form of payment for Adwords? Visa MasterCard PayPal Correct answer selected JCB • • • • • Although JCB is the lesser known of the payment provider brands it is in-fact a legitimate payment method for Adwords. Google currently accepts: Visa MasterCard American Express JCB Debit cards with a MasterCard or Visa logo PayPal (a competitor to Google Checkout owned by eBay) may be a recognised brand name but is not integrated into Adwords.   If you have entered valid payment details and there are sufficient funds in your bank account, but your card has been declined, what should you do next? Use the contact form to contact Adwords Email the adwords support team explaining the issue Contact the financial institution handling the funds to get more details about the declined payment Correct answer sele Set up a new account and try again So long as the information has been entered correctly you should contact the bank/building society. Name one benefit of online advertising with Google AdWords? Ads are displayed to those who are searching for a particular product or service. Correct answer selected You can include up to 25 characters for the first line of ad text. Advertisers can identify the (Internet Protocol) IP address of users who are viewing their ads. Advertisers will see a page rank increase in the natural search results. One of the biggest benefits AdWords offers is the ability to precisely target ads to users based on their interest.   An advertiser asks an account management team to provide information on clicks, impressions and click through rates (CTR) of their Google AdWords account. What is the appropriate level of access to grant the advertiser? Administrative access. Standard access. Read only access. Correct answer selected Account management access. Google statesAdWords offers different levels of account access, to help you share access to your account with others while protecting your information. • • • • • • • • • • Administrative (highest level of access) With regular administrative access, you can do the following: View, edit and manage any part of an account and its campaigns (except for login information and language settings only the original account creator can edit these settings). Receive notification emails. Invite others to access the account, view pending invitations and change another user's level of access. Access Website Optimiser or Analytics . Do you have My Client Centre (MCC) administrative access? With MCC administrative access, you can do the following: Invite users to share the account at the "standard (managed) access" and "reports only (managed) access" levels. Change the access levels of other users on accounts that they manage. Note: You can't grant other users administrative access unless those users previously had that level of access. You also can't revoke access invitations or terminate access to other users invited to share the account by a non-MCC administrative user. Standard (access to most account features) With standard access, you have almost the same capabilities as users with administrative access, with one major exception: you can't invite others to share access, change access or disable access to the account. If you have "Standard access (managed)", you were invited to access the account by a My Client Centre account manager (rather than by a regular account user with administrative access). Read only (can view and run reports) With reports access, you can do the following: View and run reports from the Report Centre. Browse the Campaigns and Opportunities tabs. On the Campaigns tab, you can access reporting tools, such as filters and segmentation options, but you won't be able to edit settings on that tab. If you have "Read only (managed)" access, you were invited to access the account by a My Client Centre (MCC) account manager (rather than by a normal account user with administrative access). In addition to viewing and running reports, you can also do the following: Receive account notification emails. Unlink an account from the MCC. Emails only (can receive email alerts) With email access, you can't sign in to the account, but can receive account alerts, reports and other notifications via email. Contact the AdWords account administrator if you'd like to sign up for additional notifications. These access levels are managed on the Account access page under the My account tab. Each account must have at least one user with administrative access for critical email notifications. Learn how to invite users to access an account or change another user's level of access, if you have administrative access. Note: Any users you invite to access your account will also have access to any AdSense account that shares the same login information. When inviting other users to share accounts, what is the highest level of access an AdWords account user can grant? Standard. Reports. Administrative. Correct answer selected Executive. AdWords accounts have three levels of account access; Administrative, Standard and Reports. What is the maximum cost-per-click (CPC)? The amount an advertiser is required to pay for a click on an ad. The amount necessary for an advertiser to outbid competitors. The amount an advertiser pays for each click on an ad. The highest an advertiser is willing to pay per click on an ad. Correct answer selected You can specify how much you're willing to pay per click or per impression. You can set your maximum cost-per-click (maximum CPC) or maximum cost-per-thousand-impressions (maximum CPM). What is the AdWords Discounter function? It automatically reduces the maximum CPC on certain pages within the Google Content Network. It automatically reduces an advertiser's actual cost-per-click (CPC) or cost per thousand impressions (CPM) so that you Correct answer selected It reduces an advertiser's actual CPC to $0.01 above your closest competitor's bid. It reduces and advertiser's max CPC in conjunction with conversion data to lower overall costs. AdWords discounter monitors your competition and automatically reduces your actual cost-per-click or cost-perthousand-impressions bid so that you pay the lowest price possible for your ad's position on the page. It adjusts your actual CPC or CPM so you pay the minimum amount required to exceed the rank of the next ranked ad. When will advertisers pay for advertising under the CPC method? When the system registers a conversion using Conversion Tracking. When users click on their ads. Correct answer selected When the ads appear on the Google search page. When a user completes a purchase. With Adwords you pay only for results, that can mean clicks or impressions, what ever you decide. Focus on clicks: Cost-per-click (CPC) bidding Where you only pay for clicks to the Ad Focus on impressions: Cost-per-thousand impressions (CPM) bidding When you pay for each time your Ad is shown Focus on conversions (Conversion Optimiser) You still actually pay per click but the system will allow you to specify a maximum cost-per-acquisition (CPA) bid for each ad group in your campaign. The Conversion Optimiser uses your AdWords Conversion Tracking data to get you more conversions at a lower cost What is a required step in activating a new AdWords account? Creating a Gmail account. Implementing conversion tracker. Providing billing information. Correct answer selected Adding negative keywords to your campaign . Ads may begin running only after you've entered your billing information. How often does Google AdWords run an auction deciding which ads to show on Google search pages? Once in a 24 hour period for a given keyword. Every time an advertiser adds a keyword to an account. Once every two hours for a keyword. Every time a someone enters a search query. Correct answer selected Google AdWords runs an auction every time a someone enters a search query deciding which ads to show on Google search pages.   What does “reach” mean within Google AdWords? You can add hundreds of keywords to your account, meaning you can reach a variety of users. By adding specialized, or "niche," keywords to your account, advertisers can reach new audiences/segments. Targeting and relevant ads appear on the Google networks and thousands of partner sites. Through targeting, AdWords advertisers are more able to reach the right audiences for their business. Correct answer Google state"Reach Every day, Internet users conduct millions of searches on Google. When you use Google AdWords, you have the opportunity to capture any segment of that broad worldwide audience that's actively looking for products, services, information and websites. By giving your products or services a presence during relevant user searches, you're ensuring that you're visible in a crucial point in the customer's buying cycle - when the user is actively searching for what you're offering." What would be the appropriate account access level to assign a co-worker who also needs to log onto the AdWords account to make changes and manage access levels? Managed Access. Administrative Access. Correct answer selected Report Access. Standard Access. Only those with Administrative Access may invite and disable access for other users Which potential factor is taken into consideration when calculating a campaigns recommended daily budget for a certain current keyword?   Placements. Transactions. Impressions. Correct answer selected Conversions. Google stateTo help guide your budget choice, Google calculates a recommended daily budget for each campaign. This recommendation is the daily budget that is necessary for your ad to appear as frequently as possible for your keywords. The recommended daily budget includes a detailed budget analysis of your campaign performance, typically from the past 15 days. Based on your recent performance, our system can estimate how a new budget amount can affect the number of ad impressions that you could receive. The recommended amount can vary based on your current budget, your recent campaign performance, keyword list and targeting settings. Here's a basic idea of how your recommended amount is calculated: • Determining your total potential impressions • Comparing potential impressions with your recent performance and costs • Combining daily estimates Tempering recommended amounts to allow for testing What is the first step that should be taken for an advertiser who is new to online advertising when setting up a new account? Establish advertising goals. Correct answer selected Create account structure. Write ad text. Build keyword list. If you're new to online advertising, the first step is to establish your advertising goals. If an advertiser resets a Google AdWords account password what should they also be aware of ? The advertiser will need to sign in to their Google Accounts page to update their password across all Google products. The advertiser will use the new password on AdWords, but the old password on other Google products. The password will also need to be reset on other Google products with the same login. The advertiser will now use the new password across all Google sign-on products. Correct answer selected If you use other Google products like AdSense or Checkout with the same Google Account username, changing your AdWords sign-in information will also update your sign-in information for those services. What is the next step in the Google AdWords account creation process, after creating the first ad campaign? Click "save and run". Provide correct billing information. Correct answer selected Create another ad campaign. Run conversion tracking. Ads may begin running only after you've entered your billing information and created a campaign. How could you distinguish an AdWords Certified Partner from a non AdWords Certified Partner ? The individual states that they are a Certified Google Expert. An AdWords Customer Service Representative will provide the name of a referral. The individual displays an AdWords Certified Partner badge on their website. Correct answer selected The individual includes the Google logo on their marketing materials. All Google Adwords Professionals can display their achieved logo on their homepage which will link to a Google listing of qualified professionals. How does the Google AdWords system help advertisers improve their ROI? The system automatically increases the maximum CPC bids for keywords that have a high conversion. The system automatically reduces the actual CPC to pay the lowest price possible for an ad's position on the page. Cor The system reports on which ads were most interesting to users and corresponding optimization suggestions. The system reports on how users navigate through the website and suggests how to optimize conversion pages. AdWords discounter monitors your competition and automatically reduces your actual cost-per-click so that you pay the lowest price possible for your ad's position on the page How does Google AdWords help a client reach consumers that are ready to make a purchase? AdWords targets consumers who are actively searching for what you're offering. Correct answer selected AdWords drives a lot of traffic to websites. The system analyses where clients are not achieving a good return on market investment. The system analyses where clients may not be targeting an audience most effectively. By giving your products or services a presence during relevant user searches, you're ensuring that you're visible in a crucial point in the customer's buying cycle What should be the first step in working with a new/prospective Google AdWords client? Receive client approval and sign off on all campaigns. Identify marketing metrics, objectives, and budget. Correct answer selected Launch, monitor, and modify campaigns to make sure you meet objectives. Report relevant findings to client. If the client is new to online advertising, the first step is to establish advertising goals. What is a benefit of Google AdWords that addresses the challenge of direct response advertisers seeking to understand their ROI? They can check the time of day when customers are searching. They can view the recommended amount of budget necessary to show throughout the day. They can view the exact locations of customers who are searching. They can view the keywords that help drive customers to purchase. Correct answer selected If your goal is direct response, you'd like a user to perform an action after clicking through your ad to your website (like make a purchase), so being able to view the keywords that allowed that to happen will give you a deeper understanding of your ads ROI. Why is it important to Google that ads are relevant to the keyword search query being performed? So that the AdWords ads will appear for a vast amount of search queries. So that the users of Google are more likely to find what they are looking for. Correct answer selected Because the advertiser's website position in the natural search results will improve. Because AdWords advertisers are more likely to show their ads on search partner sites. One of the big benefits of Adwords is relevance. It is very important to Google that customers find what they are looking for and that advertisers get the benefit of that. How is using Google AdWords for marketing beneficial for advertisers? To gain an understanding of how customers navigate their website To collect contact information automatically from potential customers. Because it allows them to acquire potential qualified leads. Correct answer selected Because it allows their left hand listing to increase in position. Adwords drives traffic to sites, from users who are interested in the product/services being offered. If your ad text is relative to the users search query then you have the potential to make a conversion/lead/sale. When a user signs up for an Adwords account, which of the following information is taken at sign-up but cannot be changed later? Payment type and company name Billing currency and time zone Correct answer selected Business address and company registration number Payment type and time zone Google Adwords is built with change/edits in mind. However, the only information that cannot be edited after set-up is your billing currency and time zone. Google offers two types of postpay: credit/debit card and direct debit - you can switch between these post pay options. Google offers two widely available types of prepay: credit/debit card and bank transfer - - you can switch between these pre pay options. You can switch between postpay methods and between prepay methods (in most locales at least)but you won't be able to switch from postpay to prepay or vice versa. On initial set-up, and after you have entered your credit card or direct debit details your adword campaigns will start running ___. after 24 hours within 12 hours almost immediately Correct answer selected as soon as 10 people have used keywords associated with your adword campaign Google Adwords gives you maximum flexibility and control over your adwords allowing your potential customers to almost immediately view your adwords after set up. URL stands for which of the following? Universe Resource Locator Universe Resource Location Uniform Reform Location Uniform Resource Locator Correct answer selected URL stands for Uniform Resource Locator, but is more commonly called a web address. You can make edits to your account at any time, ___. as often as you like Correct answer selected 50 times a week once daily a maximum of 150 times a week Adwords is available 24/7 and changes/edits are unlimited. Google Adwords advertising is a cost effective advertising tool for many businesses. Which of the following statements are not true about Adwords advertising? You choose to pay for clicks or ad impressions You can choose how much you would like to pay per click (CPC) or per million impressions (CPM) Correct answer sel There is no minimum spend, plus you can set your daily budget You can edit your account 24 hours a day, 7 days a week and then view your changes almost immediately You can choose how much you would like to pay per click (CPC) or per thousand impressions (not per million). CPM stands for Cost Per Mille, in Latin mille means thousand. Google ads appear ___. on the left hand side of the page when someone enters a keyword that has been used in the adword campaign Correct answer selected constantly, and regardless of keyword, if you pay Google the highest amount only on Google Google Adwords uses keyword based advertising and therefore only when a searcher enters a query into Google using one (or more) of your registered keywords, will your ad appear Under the cost per thousand (CPM) pricing model, adwords will charge your account for which of the following? Clicks to your free listing to Google Impressions your ad makes Correct answer selected Click to your Google ad Conversions your ad has made Under the CPM model advertisers will incur costs for impressions of their ads. Advertisers make their bids on each 1000 impressions, regardless of whether or not a user has clicked on it. It is possible to show your Google Ads only to the most relevant audiences (within Search) because Adwords uses _____. natural search results keyword based advertising Correct answer selected contextual targeting When a searcher enters a query into Google using one (or more) of your registered keywords, your adword will appear. If 75,000 people enter keywords into Google that invoke your Google Ad, but 750 of those people then click on your ad to view your site, what is your CTR? 0.01% 1% Correct answer selected 0.11% 10% The CTR is the % of people who click through to your site from your ad. Therefore, to calculate the % or CTR, divide the number of clicks by the number of impressions and multiply the answer by 100. 750/75,000 = 0.01 * 100 = 1% Click through rate (CTR) is calculated by dividing the number of clicks by the number of impressions and multiplying the answer by 100. True Correct answer selected False The CTR is the % of people who click through to your site from your ad. Therefore, to calculate the % or CTR, divide the number of clicks by the number of impressions and multiply the answer by 100. Under the cost per click (CPC) pricing model, AdWords will charge your account for: clicks to your free listing to Google every impression your ad makes every click on your Google ad Correct answer selected every conversion you receive Advertisers will only incur costs for clicks to their ad. Advertisers are not charged for key words that invoke their ad to be shown if the ad is not clicked on. The keywords entered in to the Google search engine to obtain more information about a subject, product or service is called a _____. search parameter search query Correct answer selected search order search statement Web users enter a search query into the Google search engine to 'query' the Google data base. The search engine will return a variety of results including lists of files, articles, documents, and websites.   Which of the following are available ad formats for displaying content on the Google Network? Audio streams Correct answer selected Shop floor tannoy advertising Radio ads Print direct marketing Basic text ads, graphical image ads, audio streams and interactive ad formats are all available, as stated in the Google AdWords learning material How often is your quality score calculated? A Quality Score is calculated every time your keyword matches a search query Correct answer selected A Quality Score is calculated once a day A Quality Score is calculated every time a conversion is made A Quality Score is calculated ten times a day Quality score measures relevancy of your keyword to the search query, and the potential of your keyword to trigger your ad. If you have a high Quality score, your ads should appear in a higher position at a lower cost-per-click (CPC). What is the main function of the AdWords discounter? Reducing your Cost-per-click automatically after monitoring your competition and ensuring you pay the lowest price possible for your ad's position on the page Correct answer selected Reducing your cost-per-click in accordance with your daily budget Changing your cost-per-click to match your competition Awards customers with high daily budgets extra discounts Google States"AdWords discounter -- a feature that monitors your competition and automatically reduces your actual cost-per-click so that you pay the lowest price possible for your ad's position on the page. After each auction is run and your ad is ranked, the AdWords discounter adjusts your actual CPC so you pay the minimum amount required to exceed the rank of the next ranked ad" How is your Click-through rate (CTR) calculated? The number of clicks on your ad multiplied by your maximum CPC The number of clicks on your ad divided by the number of impressions, multiplied by 100 Correct answer selected The number of clicks on your ad multiplied by the number of conversions it received, divided by 100 The number of clicks on your ad divided by the number of placements it appeared on Google statesClickthrough Rate (CTR) Your clickthrough rate (CTR) is a metric that helps show how your ads are performing. The more relevant your ads are, the more often users will click on them, resulting in a higher CTR. The system calculates your CTR as follows: Number of ad clicks/number of impressions x 100. When you set up your account, which two settings will you need to set that CANNOT be changed afterwards? Your debit/credit card details and billing address Billing address and currency of the account A permanent time zone and currency for the account Correct answer selected Your debit/credit card details and permanent time zone Google states"Your time zone and currency settings can't be changed after you set up your account, so please choose carefully. "   After creating your AdWords account and first campaign, what action must be completed before your ad will run? Click to save and start Provide your billing information Correct answer selected Provide business address Build an extensive keyword list Google states"Your ads may begin running only after you've entered your billing information." Which of the following actions can only be completed by an AdWords account creator? Edit sign-in information and language preferences Correct answer selected Alter budget preference settings Send access invites Edit campaign information No one else can edit these settings regardless of their account access levels Google state"Administrative (highest level of access) With regular administrative access, you can do the following: • View, edit, and manage any part of an account and its campaigns (with the exception of login information and language settings -- only the original account creator can edit these settings). • Receive notification emails. Invite others to access the account, view pending invitations, and change another user's level of access. Access Website Optimizer or Analytics . If using a client manager to set up an AdWords account, why is it important to ensure the account is created under your own sign in email details? To ensure you can optimize your account regularly To ensure full access and control over the AdWords account and receive important email updates Correct answer selected To make sure the client manager has full access to all aspects of the account To make sure you use the same password for all Google sign in products Google states"If your client manager sets up your AdWords account for you, then you should ensure that your client manager does so under your personal sign-in email and password. That way, you can also access and maintain control over your own account. Also, if your sign-in email is your own, we may periodically send you important updates concerning your account. " It is important to identify your advertising goal before setting up your campaign. Which of the following statements is not true of a direct response goal? A direct response goal can be defined as a user making a purchase after clicking your ad A direct response goal can be defined as displaying your ad to as many people as possible to raise awareness Correct answer selected A direct response goal can be defined as a user signing up for a monthly newsletter A direct response goal can be defined as a user asking for more information, such as a quotation Google states“If your goal is direct response, you'd like a user to perform an action after clicking through your ad to your website: make a purchase, sign up to a newsletter or request a quote, for instance. The completion of your desired action by the user is called a conversion.” “If your advertising goal is branding, your main reason for advertising online is to raise awareness and visibility of your product, service or cause. To achieve this, you'll want to aim to place your ads in front of as many people as possible within your target audience.” Which two of the following practices should be kept in mind when a new advertiser decides to market their business online with AdWords? Users are only allowed to have one AdWords account at a time Correct answer selected Users are allowed multiple accounts for the same business Users are allowed to run ads across multiple accounts if the ads will trigger from the same keywords Users such as client managers can have multiple accounts when they are linked to the managers my client centre (MCC Google states“In order to preserve the quality and diversity of ads running on Google, individuals advertising for themselves or for their own businesses may only have a single AdWords account unless explicitly advised otherwise by Google. This means that we don't allow advertisers or affiliates to have any of the following: • Ads across multiple accounts for the same or similar businesses • Ads across multiple accounts triggered by the same or similar keywords Only client managers (such as third parties or search engine marketers) who use a My Client Centre can have multiple AdWords accounts. All associated accounts must be linked to the manager's MCC account.” Which of these statements is not accurate in terms of AdWords account guidelines? Advertisers are not allowed to have multiple AdWords accounts per business An advertiser with a My Client Centre account may have multiple accounts per business if given express permission by A client manager who uses MCC is allowed to have numerous AdWords accounts as long as these accounts are linked Advertisers can have multiple accounts containing ads if they are triggered with the same or similar keywords Correct answer selected Google state“In order to preserve the quality and diversity of ads running on Google, individuals advertising for themselves or for their own businesses may only have a single AdWords account unless explicitly advised otherwise by Google. This means that we don't allow advertisers or affiliates to have any of the following: • Ads across multiple accounts for the same or similar businesses • Ads across multiple accounts triggered by the same or similar keywords Only client managers (such as third parties or search engine marketers) who use a My Client Centre can have multiple AdWords accounts. All associated accounts must be linked to the manager's MCC account.” Joyce is new to AdWords and wants to hire a client manager to set up and run her account. Which of these statements are not true of using a client manager to create and run a new account? The account should be created with Joyce’s email login details so she has control of the account It is important that the account is created with Joyce’s details so she can receive account updates The client manager will have access to Joyce’s credit card information after the account creation Correct answer selected The client manager will have access to billing summary information and billing history Google state“If your client manager sets up your AdWords account for you, then you should ensure that your client manager does so under your personal sign-in email and password. In that way, you can also access and maintain control over your own account. In addition, if your sign-in email is your own, we may periodically send you important updates concerning your account. Client managers can update campaigns, manage account tasks for their clients, and view billing summary history information for AdWords accounts. However, client managers don't have access to proprietary client information such as credit card information.”     02. AdWords Account and Campaign Basics What can be set at an ad group level? End dates. Daily budget. Language targeting. Placements. Correct answer selected At the Ad group level you can implement a set of keywords and placements, and one or more ads. The ad setting “Optimize” means that multiple ads within the same ad group will rotate: until the ad with the better impression rate is showing more frequently. until the ad with the better CTR is showing more frequently. Correct answer selected every other day. evenly. Ads will rotate until the ad with the better click-through-rate starts to show more frequently. An advertiser decides to target an ad to a different country. The advertiser can complete this task by editing the location targeting at the: account level. keyword level. campaign level. Correct answer selected ad group level. At the campaign level you can set the following; Daily budget, Location targeting, Language targeting, Distribution preference, End dates. What can you set at account level? Login email address. Correct answer selected Ad text. Keywords. Your Daily budget. At the account level, you can set your email, password and billing information. Why use the My Client Centre (MCC)? Because it allows third parties to manage multiple AdWords accounts and non-Google programs for their clients. Because it allows advertisers to manage all of their advertising programs, including advertising programs outside AdWor Because it allows advertisers to manage information on their clients. Because it allows third parties to manage multiple Google AdWords accounts. Correct answer selected My Client Center (MCC) is a powerful tool for handling multiple AdWords accounts. On which tab would you find the “Account Snapshot” page? Campaigns. Tools. Home. Correct answer selected My account. The Home tab contains your Account Snapshot page, which is an easy-to-read summary of your key account information. Within the “My Account” tab, advertisers can change email preferences for product updates and performance suggestions by clicking which link? Alert preferences. Access level. Notification settings. Correct answer selected Tracking. The notification settings page allows you to tailor the level of email you receive regarding AdWords. Advertisers should monitor ad campaign performance, in order to: duplicate ad groups with identical keywords with different ad variations. create extra AdWords accounts for the low-performing keywords. determine if campaigns are meeting the overall marketing and conversion goals set out. Correct answer selected compare campaign performance to that of their competitors. You should check campaign performance regularly and make adjustments where necessary, that are in line with the campaign objectives. Whilst setting up a new campaign, advertisers can choose to place their ads on: the Placement and Display Networks. the Search and Display Networks. Correct answer selected specific placements within the Search Network. specific placements within the Search and Display Networks. You can run your ads on Google Search (and search partner sites) and the Google Display Network. Ads in an ad group are not appearing when searched for on Google search page, what could explain the cause of this Ad Group level issue? The budget has been exceeded There are outstanding charges The ads have been disapproved Correct answer selected The default bid is too low Make sure ads are in accordance with the advertising guidelines. If an ad is marked "Disapproved", it isn't showing. Also, ads with the status "Under review" are not eligible to show until they have been reviewed and approved. What can you do at the account level? Set the CPC bid and a daily budget. Set a network distribution preference and a set of keywords. Set a unique email address, a daily budget, and a set of keywords. Set a unique email address, a password, and billing information. Correct answer selected An email address, a password and billing information can be set at the account level. What is advantageous about using the My Client Centre? Ability to edit campaign settings for multiple accounts at once. Increased Quality Score on shared keywords across accounts. A dashboard that provides summaries of statistics for all client accounts. Correct answer selected Ability to link multiple accounts with the reporting tool Google Analytics. MCC users can see relevant information for all managed accounts in one place. An advertiser wishes to see performance metrics on his campaign broken down into specific hours of the day. Which of the following options would he follow to achieve this? Campaign > Ads tab > Filter Campaign > Networks tab > View Campaign > Dimensions tab > View Correct answer selected Campaign > Ad Groups tab > Filter You can view performance metrics related to specific hours of the day by navigating to Campaign > Dimensions tab > View, and then selecting 'hours' in the drop-down menu. What can you do within the MCC? Transfer keywords between client accounts. Transfer historical statistics between client accounts. Set a shared daily budget across all accounts. Run reports across multiple managed accounts. Correct answer selected The AdWords Report Centre allows you to easily create customised performance reports to help you track and manage multiple facets of your AdWords campaigns across all/some of your accounts. Which of the following keywords would make a sensible ad group? Hard back books, novels, audio books Audio books, story tapes, audio cassette book Correct answer selected Books, auto biographies, MP3 novels Keyword groupings should always match a single theme. It makes the campaign easier to manage. Your ad group could be organized by which of the following? A common theme The product type Outcome or goal All of the above Correct answer selected All of the above are sensible suggestions for ad group organization. However, the approach you take will vary from industry to industry. When building a new campaign, your first thoughts should be to define your campaign objectives. True Correct answer selected False Unless you are sure of the campaign objectives, it will be difficult to determine a) how to go about setting up your campaign (keywords/placements etc), and b) if you have succeeded. All campaigns should start by answering the question "What do I want to achieve with this campaign?" Within an ad group, Adwords always rotate your ads to show them all equally throughout the day. True False Correct answer selected Adwords only acts this way if you select Rotate from within the Ad serving section. You may also choose Optimise, which shows better performing ads more often. Which of the following is the correct structure of an Adwords account? Campaign, account, Ad group, Ads Account preferences, Language and location targeting, and keywords Correct answer selected Placements, keywords, language and location targeting CPC settings, daily budget, start and end date The structure of Google Adwords follows; account (including email,billing and account preferences), campaign (including start and end dates, daily budget, network prefereneces and language & location targeting) and ad group (including keywords, placements and CPC/CPM). An Adwords account can hold ___ campaigns,up to ___ ad groups per campaign and ___ keywords per ad group. 25, 100 and hundreds of 25, 50 and 1000 500, 20,000 and 5,000 Correct answer selected unlimited, 1000 and unlimited Google statesThese are the limits for an AdWords account: 500 campaigns (includes active and paused campaigns) 20,000 ad groups per campaign 5,000 keywords per ad group 300 display ads per ad group (including image ads) 50 text ads per ad group 3 million keywords per account In campaigns that are targeted towards the Google Display network, you can not set your cost per thousand impressions (CPM) on which of the following? Across a campaign Correct answer selected Across an ad group On specific keywords Correct answer selected On the different placements In campaigns targeted to the Display Network, you may choose the CPM option. Instead of bidding and paying only for clicks, you can choose to bid for impressions on your ad, and pay for every thousand times your ad appears. If you're mostly interested in branding and getting ad visibility, we recommend choosing this option. As with manual CPC bidding, you can set bids at the ad group level, or for individual placements. For example, if you find that a particular placement is more profitable, you can raise your bid for that placement. In campaigns that are targeted towards the Google search network, you can not set your cost per click (CPC) on which of the following? Across a campaign Correct answer selected Across an ad group On specific keywords All campaigns targeted towards the Google search network can have differing costs per click for ad groups and keywords. Which of the following statements is not true? Adwords does not have a minimum spend The setup of an Adwords account incurs a nominal one time activation fee You can control your Adwords costs through your daily budget, cost per click and quality score You can access and control your clients credit/debit/bank details Correct answer selected The client keeps control of credit/debit/bank details and cannot be accessed by a client manager. When would you expect to see and use an account tree in your AdWords account? When you have two or more ad groups When you have two or more campaigns Correct answer selected When you have one campaign with multiple ad groups It is an option you can select in the reporting and tools tab Google states"Account tree: The "All online campaigns" column, called the account tree, makes it easy to navigate between the campaigns and ad groups in your campaign. Because it's designed to help you navigate through multiple campaigns, the account tree appears only when you have two or more campaigns. If you have only one campaign in your account, you won't see the account tree." What is AdWords editor? An AdWords editor reviews your campaign to give you a quality score A free downloadable application used in the account creation process AdWords editors constantly review campaigns to ensure they stay within editorial guide lines A free downloadable application used for managing your account Correct answer selected AdWords editor allows you to download your account, make changes and then upload when the changes are finalised. Google states"If you have a large number of campaigns or keywords, or if you manage multiple accounts, AdWords Editor can save you time and help streamline your work flow. For example, you can perform detailed searches across campaigns, make multiple changes instantly, and send other people your proposed changes before you post them." Which tab would you need to use to change payment details, contact telephone number or enter a promotional code? Finance management tab Billing tab Correct answer selected Account information tab Payments tab Google states"These billing pages display all information related to your account payments. You can view your method of billing and form of payment. You also can edit the payment details (such as payment method) and change your billing address or contact phone number. You may also enter any promotional codes you may have received." Where would you expect to see critical account alerts, such as payment problems, budget end dates, ad disapproval's and any issues causing your ads to stop running? Billing tab Notification preferences tab Campaigns tab Correct answer selected Account notification tab Google states"All critical account alerts related to payment problems, pending budget end dates, credit and bank card expiration's, ad dis-approvals, and other issues that will cause your ads to stop showing are displayed in the Campaigns tab, at the All Online Campaigns level. These critical alerts will also be sent to your designated Google Account email address." At what section of an AdWords account would you set a budget, location and language targeting, and network targeting preferences? Campaign Correct answer selected Ad group Account Billing Google states"A campaign is a section of an AdWords account that has its own budget, location and language targeting, and network targeting preferences. Campaigns can contain one or more ad groups, each of which contains at least one ad along with related placements or keywords." What is the purpose of creating a custom alert on your AdWords account? To notify you of a competitors page rank To notify you of certain behaviours or changes in your campaigns and ad groups Correct answer selected To notify you of invalid click issues To notify you of the amount of conversions you have achieved per day Google states"There are two basic types of alerts you can create in your account: • Alerts about increases or decreases in specific metrics • Alerts about metrics that have reached a certain threshold you set Alerts aren't triggered by anything in your account that's paused, deleted, or pending. This includes any keywords attached to paused, deleted, or pending campaigns and ad groups." Once your AdWords account is running, how often can you adjust your account budget? Once per week You can adjust your budget at any time Correct answer selected Up to ten times per day Once a day, if you are on post-pay Google States"Your budget is the amount that you are comfortable spending on your AdWords advertising. When your account is running you can make adjustments at any time." Please note, this question refers to account budget which can be changed at any time. However, Google recommend not changing your campaign budgets more than ten times per day. Google States"If you'd like to try different budgets for your campaign, keep in mind that you may change your daily budget for each campaign a maximum of ten times in a single day" How would you control the specific hours and days of the week that your ads will run? Ad scheduling setting Correct answer selected Pause your ads on the specific days you don't want them to show Ad rotation setting Ad programming setting Google states: "Ad scheduling: This setting lets you specify certain hours or days of the week when you want your AdWords ads to appear. You can also adjust bids for your ads during certain time periods." You want to see and edit the details of all the ad groups in your AdWords account. Which of the following is a fast way of doing this? Clicking the Ad groups tab on the all online campaigns page of your account Correct answer selected Clicking on the Home Account snapshot page Clicking the Ads tab on the all online campaigns page of your account Clicking Account Status on your Home page Google states"The Ad groups tab is a fast way to see and edit details of all the ad groups in your AdWords account. This tab shows you not just ad groups from one single campaign, but from all campaigns. The Ad groups tab is found on the All online campaigns page of your account, and at the individual campaign level." Within the ad groups tab you can easily view the status of all of your ad groups. Which of the following is not an accurate ad group status? Enabled, (green dot) Paused, (grey bars) Under review, (red X) Correct answer selected Deleted, (red X) Google states"Next to the name of each ad group, you'll see an icon to indicate that the ad group is enabled (green dot), paused (grey bars) or deleted (red x). To change that status, click the icon and choose a new one from the drop-down menu that appears." Which of the following is a good practice in your AdWords ad creation process? Assign the maximum budget to ensure maximum publicity Give an accurate and clear picture of your site, products and services Correct answer selected Study competitors sites to ensure you are undercutting them on price when selling your products and services Set up multiple campaigns with individual budgets to track product popularity Google states"As an overarching rule, all AdWords advertising should follow the same fundamental principles. Ads should: • Clearly and accurately represent your site. • Emphasize the unique benefits of your product or service Our policies will help you achieve these goals and ensure the effectiveness of your AdWords advertising." Which of the following are reasons why your ad may not be showing? Your display URL and destination URL share the same domain You have included 25 characters in the Ad title You use a CPC model and your ad impressions have exceeded your daily allowance Your daily budget is set lower than the recommended amount Correct answer selected The delivery of your ad could be slowed or even stopped for the day to keep within your budget by the AdWords system. 03. AdWords Ad Formats Based on Google's video ad guidelines & best practices, why would a video ad be disapproved? Repeating an animation loop more than three times. Video contains unrecognisable images. Correct answer selected Duration of over 30 seconds. Video is submitted in Windows Media format. Google reserve the right to disapprove low quality or blurry ad images Which of the following is available for advertisers creating mobile image ads? 300 x 50 Flash ad. 216 x 36 Video ad. 468 x 60 Image ad. 168 x 28 Image ad. Correct answer selected Google state"Mobile image ads can be formatted in .gif, .jpg and .png. Animated mobile image ads can be formatted in .gif; Flash is not supported at this time. Mobile image ads can be in the following sizes: 6:1 Aspect Ratio 300 x 50, less than 7.5 KB file size 216 x 36, less than 4.5 KB file size 168 x 28, less than 3 KB file size 4:1 Aspect Ratio 300 x 75, less than 7.5 KB file size 216 x 54, less than 4.5 KB file size 168 x 42, less than 3 KB file size Japan-standard size 192 x 53, less than 5 KB file size." How could an advertiser using click-to-play video ads keep the attention of their viewers? Use several lines of text on the opening image. Use standard banner styles as the opening image. Deliver key messages as soon as possible. Correct answer selected Use a silent video to focus the viewers attention on the images. Deliver your key messages early in the video, because users may not watch the full length. Play rates drop off significantly after 45 seconds, and some publishers may choose to only show videos that are 15 seconds long or less. The first element of a video ad that a user will see is: the Google logo. an Opening image. Correct answer selected a Call to action. the YouTube logo. Video ad will display as a static image prior to user interaction. What is the maximum length of time of a Google in stream video ad? 30 seconds. 1 minute. Correct answer selected 5 minutes. 4 minutes. In Stream Video ads must have a maximum duration of 1 minute. Google StatesPlaying Time and user interaction • In-stream videos must have a maximum duration of 1 minute. Since videos are user-initiated, there are no frequency caps. • The static image overlay will appear within the bottom portion of the video. The Flash overlay will appear after 15 seconds of video play. Closing the Flash overlay exposes a small replay icon. Click-through on the Flash overlay can open the optional video ad, or send users directly to a new website (click-through URL). What is best practice when creating effective ad text? Include information on prices and promotions. Correct answer selected Repeat key words to add emphasis. Use the home page for every URL. Use the same ad text for every ad in the ad group. The more information about your product that a user can gain from your ad text, the better. How does the display ad builder reduce the need for image editing software? By allowing the advertiser to upload custom templates into the existing categories. By allowing the advertiser to upload custom fonts for use over their images. By allowing the advertiser to edit images within the tool. By allowing the advertiser to customize templates with messages, images, and logo. Correct answer selected This tool helps you build an image ad from one of dozens of professionally designed templates. How does the display ad builder reduce the need for image editing software? By allowing the advertiser to upload custom templates into the existing categories. By allowing the advertiser to upload custom fonts for use over their images. By allowing the advertiser to edit images within the tool. By allowing the advertiser to customize templates with messages, images, and logo. Correct answer selected This tool helps you build an image ad from one of dozens of professionally designed templates. What is the carrier targeting feature? Allows advertisers to choose which mobile service provider users will see mobile ads Correct answer selected Allows advertisers to target ads to specific countries based on mobile phone usage Allows advertisers to target mobile phone users in other countries around the world Allows advertisers to select which video ads to run on mobile networks in certain countries With mobile ads, your ads can appear on Google mobile web search, the Google mobile Search Network, and the mobile Display Network. You can target by mobile phone carrier (where available), and you can also choose to create click-to-call ads. Why should an advertiser know about any special offers the clients may be offering before a campaign is built? It will help them choose good negative keywords. It will aid in creating compelling ad text. Correct answer selected It will help the advertiser use effective language targeting. It will help the advertiser set an effective daily budget. The more information about your product that a user can gain from your ad text, the better. If a user sees the price of a product and still clicks on your ad, you know they're interested but if they don't like the price, they won't click your ad, and you save yourself the cost of that click. Basic mobile ads contain how many lines of text inclusive of the display URL? 1 2 3 Correct answer selected 4 5 Google States"In an effort to serve our users clear, concise ads in the limited space available on mobile devices, your ad text must meet these character limits: • Ad headlines are limited to 18 characters (or 12 for Japanese and 9 for Chinese). • The description line is limited to 18 characters (or 12 for Japanese and 9 for Chinese). The display URL is limited to 20 characters." Mobile image ads only appear on search or display sites in the Google network. True False Correct answer selected Google states"WAP mobile text ads can appear on both of Google's search and Display Network, while mobile image ads can only appear on the mobile Display Network." Which of the following statements are true of video ads? Video ads are available for campaigns that use keyword targeting only Video ads are available for campaigns that use placement targeting only Video ads are available for campaigns that use keyword and/or placement targeting Correct answer selected Video ads only run in the Display network Correct answer selected Video ads are available for campaigns that use keyword and/or placement targeting, but only run in the Display network. In-stream video ads have the functionality to allow users to control the volume and replay of the video. True Correct answer selected False Both the click to play and in-stream video allow this user interaction. Click-to-play video ads are streamed during other videos, like adverts are on the TV. True False Correct answer selected Click-to-play video ads initially show as a static image where the user has to click a play button on the image. Which of the following statements is true of ads that are shown on mobile phones (like the iPhone) with full internet browsing capabilities? Ads should be targeted at the Mobile Display Network Ads can be targeted at search sites Correct answer selected Ads can only be either text or image Can not work with keyword-targeted campaigns Google state: As the mobile phone market evolves, it's important to note that mobile devices with full Internet browsers, like the iPhone, are designed to display full Internet pages, just like desktop computers. Therefore, they display standard AdWords text, image, and video ads -- not the mobile ad format discussed in this lesson Which of the following is not an image ad format? Small Square Banner Leaderboard Letterbox Correct answer selected Skyscraper Image ads (both static and animated) can be designed in the following sizes: • 250 x 250 Square • 200 x 200 Small Square • 468 x 60 Banner • 728 x 90 Leaderboard • 300 x 250 Inline Rectangle • 336 x 280 Large Rectangle • 120 x 600 Skyscraper 160 x 600 Wide Skyscraper Image ads are available for campaigns that use ... keyword targeting keyword and/or placement targeting Correct answer selected placement targeting Image ads are available for campaigns that use keyword and/or placement targeting but only run in the Display network. Static image ads can be formatted in ... .gif, .jpg and .bmp .gif, .jpg and .psd .gif, .jpg and .png Correct answer selected .gif, .jpg and .tif Static image ads can be formatted in .gif, .jpg and .png while animated image ads should be formatted in .gif or Flash. Which of the following is the most common ad type? Image (and animated) ad Text ads Correct answer selected Video ads Local business ads Mobile ads Text ads are currently the most common ad type. Image ads can be classified in which of the following categories? Family safe only Correct answer selected Family safe and adult content With children in mind, Family safe and adult content Image ads must be safe for Family safe, and therefore cannot contain adult material such as promoting the consumption of alcohol or cigarettes; any sexual themes like images of scantily clad people; or the use of inappropriate language like swearing. Image ads have to include certain elements within the image such as a display and destination URL. True False Correct answer selected A display URL, destination URL and customer feed back links are included with your image in an image bar. Therefore, you do not need to duplicate this information within the image Image ads _____ be inverted or rotated. can not Correct answer selected can The image ad guidelines state that images should not be rotated or inverted. The use of screen captured or mock AdWords text ads are allowed within image ads, so long as they accurately reflect the landing page. True False Correct answer selected The use of deceptive tactics are prohibited on image ads. The ad has to look like an ad and not like dialogue boxes or other computer functionality. Google state"Mimicking news articles or text ads Your ads cannot mimic news articles and features. Neither may they contain screenshots of Google AdWords text ads or otherwise simulate an AdWords text ad in any way. Trick to click • Ads cannot pretend to be a system or site warning. • Ads cannot mimic or resemble Windows, Mac or Unix dialogue boxes, error message, etc. Ads can have mock animated icons or features such as button images as long as the purpose of these features can be achieved on the landing page." Google image ads are shown on the Google search results pages. True False Correct answer selected Google image ads are shown only on some of the Google partner sites. Which of the following is not a valid and acceptable display URL? http://www.ipassexam.com ipassexam.com www.ipassexam.com [email protected] Correct answer selected The display URL must appear to be a valid website that includes an extension (.com, .uk etc), but the http and www are not compulsory. When writing a Google Ad, the destination URL allows space for ___. unlimited characters 1024 characters Correct answer selected 256 characters 128 characters The destination URL allows upto 1024 characters including spaces. When writing a Google Adwords Ad, the display URL allows space for ___ . unlimited characters 25 characters 35 characters Correct answer selected 1024 characters The display URL allows upto 35 characters including spaces. When writing a Google Adword, the description field allows space for __ characters per line. 20 25 30 35 Correct answer selected The description allows up to 35 characters including spaces per line. When writing a Google Adword (text), the headline allows space for __ characters. 20 25 Correct answer selected 30 35 The headline may take upto 25 characters including spaces. Which of the following is the correct text ad format? Headline, description, display URL, destination URL Correct answer selected Description line 1, description line 2, display URL, destination URL Call to action, display URL, destination URL Headline, description, display URL, destination URL is the correct ad word format. What are AdWords image ads? Graphic ads that can be static or animated Correct answer selected Ads that are displayed on the Google Search Network Ads that contain only static images and are never animated Ads that are fully animated and can last up to 15 minutes Google states"AdWords image ads are graphical ads that can be static (motionless) or animated. These ads appear on select Display Network sites (not search sites) in the Google Network which have opted in to the image ads program. Most sites on the Google Display Network support image ads. Image ads combine two powerful features -- graphics and proven AdWords targeting technology. This gives advertisers the power of pictures along with the precision of matching ads to related Display Network sites." Which one of the following must you first verify before creating an image ad? That your campaign is set to run on both Google display and search networks That you have established your goals for the design of the image ad That you have selected the size of the ad you wish to create That your campaign is set to run on the Google display network Correct answer selected Google states"To create an image ad, first verify that your campaign is opted into the Google Display Network (image ads can only run on Google Display Network placements)." What are AdWords rich media ads? Video ads Flash animated ads Ads that have a combination of text and animated content All of the above Correct answer selected Google states"Rich media ads include video ads, Flash animated ads, and ads that mix text and animated content and designs to more actively engage a web user. Content providers must opt in to showing specific rich media ad formats or sizes before these ads can appear on their site." What useful feature can you use at the end of your mobile Ad, so a mobile user will not need to visit your site? A Call link Correct answer selected A telephone number of your business A survey questioning ease of navigation An address of your business location Google states"Mobile ads must lead to a mobile website. You can also choose to add a 'Call' link to the end of your mobile text ads, so users can call immediately instead of visiting your mobile website." Which of the following is a Video ad best practice, if using a cost-per-click (CPC) campaign? Use broad matched keywords and choose managed placements Use negative keywords and exclusions to prevent your ad from showing where it would not be relevant Correct answer selected Use exact match keywords and delete any incorrectly spelled keywords Use phrase matched keywords and choose managed placements Google states- "When running cost-per-click (CPC) campaigns, use negative keywords and exclusions to prevent your ad from appearing where it would not be effective. By using negative keywords or exclusions, you can prevent your ads from showing up alongside content that may not fit with your specific marketing objectives." Which of the following is not a supported markup language for Google Mobile Ads? WAP V7.8 Correct answer selected xhtml (WAP 2.0) chtml (imode, etc.) PDA-compliant html Google states"To ensure that we're able to display your mobile ad and site to users, your destination site must be written in a supported mobile markup language. We currently support the following markup languages: wml (WAP 1.x) xhtml (WAP 2.0) chtml (imode, etc.) PDA-compliant html" When designing a Rich Media Display Ad, which of the following is essential before submitting your Ad for review? You must target your ads at the Search Network Make sure your file format is .psd You must only select a CPC pricing model and not a CPM To have full legal rights or authorised licensing to distribute the content of the Ad Correct answer selected Google states"Ad Content Restrictions and Requirements Display ads are subject to the following content restrictions and requirements: Copyright: You must have full legal rights or an authorized license to distribute all content you submit to Google AdWords when you create your display ads, per our AdWords Terms and Conditions. Which of the following can be used for formatting animated image ads? wml chtml .gif or Flash Correct answer selected .gif, jpg, and png Google states"Animated image ads can be formatted in .gif or Flash. The file size limit of an image ad is 50 KB. " Which of these statements is not true of image ads? Image ads are graphic ads that can be static or animated Image ads can appear on the Google search network Correct answer selected Image ads give advertisers the power of pictures Image ads can be matched to the theme of a related display network site Google states“AdWords image ads are graphical ads that can be static (motionless) or animated. These ads appear on selected display network sites (not search sites) in the Google Network which have opted in to the image ads programme. Most sites on the Google Display Network support image ads. Image ads combine two powerful features - graphics and proven AdWords targeting technology. This gives advertisers the power of pictures along with the precision of matching ads to related Display Network sites.” Mobile text ads contain ___ lines of text, depending on the language the ad is written in it can contain a limit of ___ or ___ characters per line. If you decide to enter a destination URL, it will show as a ___ line of text. two, twelve, eighteen, third Correct answer selected three, ten, sixteen, fourth three, twelve, sixteen, fourth two, ten, eighteen, third Google states- “Mobile text ads contain two lines of text, with a limit of 12 or 18 characters per line, depending on the language in which you write your ad. Your Destination URL appears on a third line if you choose to enter one. If you select the option that allows customers to connect directly to your business phone, a Call link will appear next to your Destination URL.” Which of these options is not a valid reason for ad disapproval by AdWords due to their advertising policies? Text in title line of ad has 25 characters Correct answer selected Advertised products cannot be found on the site Text ad that becomes unreadable due to grammar, spelling or spacing issues Text ad which displays your company phone number in the title of the ad Google states“Examples of unacceptable ads: • Ads that have egregious editorial (grammar, spelling or spacing) violations that make the ad text unreadable • Ads where products are promoted in the ad but can't be found on the site • Ads where any lines of text are missing Text ads with phone numbers in the headline or in a Site links extension” Mobile ads will only appear on devices that have _____. WAP browsers Correct answer selected 3G a location in the USA or UK full internet browsers Mobile ads are a way of getting adverts on pre iPhone type mobile devices that have more limited WAP browsers. To create a successful Rich Media display ad campaign, campaign settings are crucial. Which of the following is not important? Placement and keyword targeting Search Network Bids Correct answer selected Language and location targeting CPC or CPM bids Rich media ads can only be displayed on the Google Display Network. Which of the following is not a Rich Media Ad? Silverlight animated ad Correct answer selected Flash animated ad Video Ad Ad that mixes text and animated content Silverlight is a Microsoft (flash type) format that is not supported. All the others are examples of Rich Media ads. Google state:"Rich media ads include video ads, Flash animated ads, and ads that mix text and animated content and designs to more actively engage a web user." To display ads to iPhones and other mobile devices with full Internet browsers, you need to _____. create a Mobile Ad create a Mobile Ad which leads to a mobile website target "iPhones and other mobile devices with full Internet browsers" in campaign settings Correct answer selected create a Mobile Ad and target "iPhones and other mobile devices with full Internet browsers" in campaign settings These devices can display standard adwords ads just like desktops and laptops - but you need to make sure you select this setting in campaign settings If you use CPM bidding on your video ads, what will you pay for? Plays of your ad Impressions of your ad Impressions of the opening image of your ad Correct answer selected Clicks on your ad You only pay for impressions of the opening image of your video ad. Google state:"If you choose CPM pricing (allowed only in campaigns that don't target search), you'll pay for impressions of your opening image, rather than plays of your video." What is a useful tool that helps in the creation of video ads? Video Ad Tool Display Ad Tool Video Ad Builder Display Ad Builder Correct answer selected The Display ad builder has templates for flash and video ads. Google state:- " Before you can create video ads, first make sure your campaign is set to show ads on the Google Content Network. Then, to create a new ad from within your AdWords account: • From the Ads tab, select New ad, and then Display ad builder from the drop-down menu. • Select a display ad template with a video format. • Complete the required fields of the template, including uploading any assets or selecting a previously uploaded asset. Save your ad." What is the maximum size (in KB) of an image ad? 32 48 50 Correct answer selected 100 Google State:"We've found that, by implementing a 50k file size limit, the AdWords system performs optimally." Which two of the following options are fundamental principles of AdWords advertising? Ensuring that you clearly and accurately represent your website Correct answer selected Mirroring the structure of a competitors ads Showing the unique benefits of your products and services Correct answer selected Writing your ad in as many languages as possible to appear to a wide audience Google states“As a rule, all AdWords advertising should follow the same fundamental principles. Ads should: • Clearly and accurately represent your site. Emphasise the unique benefits of your product or service.” Which of the following is not a valid size for an image ad? 336x280 Large Rectangle 250x250 Square 160x600 Wide Skyscraper 300x300 Medium Rectangle Correct answer selected 300x300 is not a standard image ad size. Google state:"Your image can be submitted in one of several acceptable sizes, which match the image ad shapes we offer: • 250 x 250 Square • 200 x 200 Small Square • 468 x 60 Banner • 728 x 90 Leaderboard • 300 x 250 Medium Rectangle • 336 x 280 Large Rectangle • 120 x 600 Skyscraper • 160 x 600 Wide Skyscraper An 'incorrect image size' message means that the image you've submitted does not match these dimensions. You'll need to resize your image, or create a new one, then submit it again through the AdWords campaign management tool." You should make sure that text ads match the _____ of a campaign . theme goal Correct answer selected aesthetics strategy 'Goal' is the term that Google use. Google state:Be sure the text ads in a campaign match the goal/s of the campaign. For example, if the goal of a campaign is to promote signups, the ads should probably include a call-to-action about signing up for the advertised product or service. What is the maximum number of characters allowed in the display URL? 25 35 Correct answer selected 45 Depends on where the advert is being displayed 35 Characters is the maximum for description line1, description line2, and Display URL. Google state:"For most languages, text ads can contain, including spaces, 25 characters for the title, 70 characters for the ad text, and 35 characters for a display URL. On Google, this is displayed on four lines: a title, two lines of ad text (each with 35 characters), and a URL line. However, the format may differ on Google partner sites." What is the maximum number of characters allowed in an ad title? 25 Correct answer selected 35 45 Depends on where the advert is being displayed 25 Characters is the maximum for an ad title. Google state:"For most languages, text ads can contain, including spaces, 25 characters for the title, 70 characters for the ad text, and 35 characters for a display URL. On Google, this is displayed on four lines: a title, two lines of ad text (each with 35 characters), and a URL line. However, the format may differ on Google partner sites." 04. AdWords Targeting and Placements Which of the following statements is not true about Placement targeting? Advertisers can advertise on any favorite site/sites Correct answer selected Advertisers can reach customers early in the advertising cycle, with ads designed to increase awareness or to promote a brand Advertisers can bid using either cost-per-click (CPC) pricing or cost-per-thousand impressions (CPM) pricing model Advertisers can combine with keyword targeting Placement targeting ads will only display on sites that have opted in to the AdSense program and not all/any sites. Which of the following is the best way to create a brand awareness campaign? Use the keyword matching options and search targeting Use the keyword matching options and contextual targeting Use placement targeting to specific audiences on specific sites Correct answer selected Use placement targeting in conjunction with keywords to specific audiences on specific sites Brand awareness campaigns are best aimed at specific people in specific industries. The searcher may not be engaged in looking for you services/products at that moment in time, but will have the opportunity to become aware of the brand. How many placement targeted ads using CPM bidding can appear on a Display page? 1 Correct answer selected 2 3 as many as will fit the space If a placement-targeted ad wins a position on a Display Network page, it uses up all the available ad space so no other ads can show on that page when using CPM bidding or a display advertising format. However, it can appear next to other ads when using CPC bidding and the text ad format. (Certain Display Network pages may have more than one block of space reserved for AdWords ads. In those cases, a single placement-targeted ad or multiple keyword-targeted ads can occupy each block.) Where would you go to create a Display Network only text ad? Campaign management tab > New online campaign Correct answer selected Campaign management tab > Tools Campaign management tab > Account Snapshot Reports tab Click the Campaign Management tab, then click the link titled New online campaign. Here you'll see a pull-down menu with the 'Display Network only text ad' option. Placement targeting offers ___ features in order to aid successful targeting of your ads to placements. two three Correct answer selected four five Google states: About Display Network Placements Placements are locations on the Google Display Network where your ad can appear. A placement can be an entire website, a subset of a website (such as a selection of pages from that site) or even an individual ad unit positioned on a single page. AdWords offers the following targeting features to help you better target your ads to these placements: • Automatic placements: If you have keywords in your ad group and are targeting the Display Network, we use contextual targeting to determine automatic placements where your ads appear. • Managed placements: If you choose to manage placements separately for increased control, you'll use managed placements. You can increase or decrease your ad delivery by setting unique bids for each of your managed placements, or you can use managed placements to restrict the sites in the Display Network where your ads appear. Excluded placements: You can also choose certain placements on which you don't want to run ads CPM pricing can be used with keywords or with placements, on the display and search network. True False Correct answer selected CPM pricing can be used with keywords or with placements. CPM pricing is available only for campaigns that target the Display network. It can't be used in campaigns that target the search network eCPM stands for which of the following? Electronic Cost Per Million impressions Effective Cost Per Million impressions Electronic Cost Per Thousand impressions Effective Cost Per Thousand impressions Correct answer selected For ads with CPC bidding, the AdWords system considers the ad's bid, clickthrough rate (CTR), and other relevance factors, all taken across 1000 impressions. The resulting figure is the ad's eCPM, or effective cost per thousand impressions. When a user searches on Google or Google sites, ads will show depending on several factors. Which of the following factors are not taken into consideration when determining if an ad is shown? Google domain Latitude and longitude coordinates Correct answer selected Query entered (called query parsing) Internet Protocol (IP) address Language preference AdWords works to ensure that your ad appears to your chosen audience by looking at the users Google domain, language preference, the query entered and their IP address. If a user located in Spain searches on Google.fr, AdWords shows ads targeted to France. True Correct answer selected False When a user searches on any of the hundreds of Google domains, AdWords displays ads according to the domain used If a user in Hollywood searches for hotels in New York, the user will see ads targeted to the Hollywood area. True False Correct answer selected Google can use the user's search query to determine when to show ads targeted to a specific region or city. So, when a user in Hollywood searches for hotels in New York, the user sees ads targeted to the New York area. Google state"We analyse the search term that the user submits on Google (a practice known as "query parsing"). If someone enters a search term that contains a city or region, we may show ads targeted to that city or region. For example, if someone searches for "Manchester plumbers", we may display relevant ads targeted to Manchester." If a Google user searches for painters from a London area IP address, Google may display regional or customized ads targeted to London, even though London wasn't in the search query. True Correct answer selected False Google can sometimes identify a user's IP address to determine a user's general physical location. Google only use the IP address to show regionally (region and city) targeted or customized ads, or when a user searches Google.com from any location Which of the following statements is not true about the language of Google Ads? Google does not translate ads Google does translate ads Correct answer selected Users who choose Spanish as their language preference see ads targeted to Spanish speakers If an advertiser writes an ad in English and targets the Spanish language, the ad appears in English When the user sets the language preference, Google only displays ads that are targeted to the chosen language. However, advertisers can target ads (whatever their language) to whatever language they want (even if its not the same language as the ad is written). for example, If an advertiser writes an ad in English and targets the Spanish language, the ad appears in English. Whenever you create a new campaign in your AdWords account, you choose which languages and locations you want to target. Adwords currently allows you to choose up to __ languages. 30 40 Correct answer selected 50 60 You may target up to 40 different languages. If you wish to reach a wide audience across one or more countries you should target using which of the following? Countries or territories Correct answer selected Target regions and cities Customized areas that reach specific geographic areas which may not be available in region and city targeting Longitude and Latitude coordinates If you wish to reach a wide audience across one or more countries you should target using Countries or territories Language targeting lets you reach an audience that speaks one or multiple languages. Which of the following statements is correct? Google recommend that you target the language in which your ad is written Correct answer selected Google only allow you target the language in which your ad is written Google will translate your ad to the language of your target audience Google will translate Non English ads to the English language only Google recommend that you target the language in which your ad is written. For example, if your ad is written in English, target English-speaking users. Remember that Google won't translate your ad for you. Google state"Target the language spoken by the audience that you're trying to reach. This should also be the language in which your ad is written." also "Your language targeting setting helps determine which users will see your ad, based on their computers' language settings. You can select one of over 40 languages or you can target more than one. However, AdWords doesn't translate your ads, so we recommend targeting only one language per campaign." A valid reason for targeting by country and territory would be which of the following? You have a large audience and offer services or products to users in one or more countries or territories Correct answer selected You have a region-specific business, such as boutique, store, restaurant, or hotel You want to reach specific geographic areas which may not be available in region and city targeting You have a global business Correct answer selected It would make sense to target all countries and territories, ensuring that your campaigns get exposure across the world. How many double-byte characters can be used in the title line of an ad? 10 12 Correct answer selected 14 24 Double-byte characters need nearly twice the display space as single-byte characters. The title line of an English ad has a 25 character limit; However, the limit for that same title line is 12 characters for a double-byte language. In regional and city targeted ads, your chosen targeted destination will be displayed where in the ad? First line Last line Correct answer selected Above all of the ads in that section Below all of the ads in that section AdWords displays your chosen region or city in the last line of your ad text to distinguish them from country and territory targeted ads. Which of the following statements are true of customised location targeting? It allows you to list specific cities/regions to target It allows you to target your ads to users in a circled radius on a map Correct answer selected You can specify a multipoint location on a map to target users After targeting a radius you will be provided with a list of locations that are contained within the radius known as 'location Google states"The ‘Target a radius’ feature (also known as proximity targeting) allows you to target your ads to users in an area on a map centred on a location, rather than specifying individual cities, regions or countries. For example, if you own a retail business in London and want to reach shoppers within 30 miles of your store, you can target your ads to users within a 30-mile radius of your business. When you target a radius, the circle that you’ve specified will be converted into the corresponding cities or regions that it covers. We will show you a list of locations that are contained within the radius, also known as ‘Locations within this target’. You can review these locations to make sure that you’ve captured the areas that you expect to target." Which of the following is the correct option available through customised targeting? Enter a physical address Select a point on the map Multi-point (or polygon) targeting Target a radius Correct answer selected The correct term used for customised targeting is to 'target a radius'. Google state"The ‘Target a radius’ feature (also known as proximity targeting) allows you to target your ads to users in an area on a map centred on a location, rather than specifying individual cities, regions or countries. For example, if you own a retail business in London and want to reach shoppers within 30 miles of your store, you can target your ads to users within a 30-mile radius of your business. When you target a radius, the circle that you’ve specified will be converted into the corresponding cities or regions that it covers. We will show you a list of locations that are contained within the radius, also known as ‘Locations within this target’. You can review these locations to make sure that you’ve captured the areas that you expect to target." Which of the following statements are not true of keyword matching types? Display network Partner sites dont recognize keyword matching options Broad match is the default setting for your keywords Using quotation marks around a keyword will enable phrase match Precise match is the most precise method for targeting your keywords Correct answer selected Exact match is the most precise method for targeting your keywords, there is no Precise match. When you submit a new keyword to your ad group without quotes or brackets, it appears as a ______ term. broad match Correct answer selected phrase match exact match negative match Broad match is the default setting for your keywords. Therefore, when you submit a new keyword to your ad group without quotes or brackets, it appears as a broad-matched term. For the phrase matched keywords "old records", which of the following search queries will not result in an ad showing? Buy old records Old records for sale Old secondhand records Correct answer selected Old recordings Correct answer selected Phrase matched keywords will only show ads where the query matches the keywords, although extra words may appear at the beginning or the end of the phrase. For the exact-matched keyword [old records], your ad could appear when users enter which of the following queries? Buy old records Old records Correct answer selected Old secondhand records Old record Exact match keywords will only show your ad when users type a query that precisely matches the keyword you have chosen, without any additional words or letters before, between, or after the keyword. An advertiser selling merchandise (such as posters and mugs) for the movie Batman, may wish to use the embedded match keyword to prohibit his/her ad showing for the general keyword Batman. How would you write this keyword? - {Batman} -[Batman] Correct answer selected - Batman -Batman Using -[Batman], the advertiser's ads appear for Batman Mugs and Batman products, but not for the exact match Batman. For the broad-matched keyword old records and negative keyword -documents, your ad could appear when users enter which of the following queries? Old records Jimmy Hendrix Correct answer selected Old records births and deaths Correct answer selected Documents and old records Old records documents and files Your ad won't appear when a negative keyword you've specified is included in a user's search query. Which of the following is NOT a valid reason for your ads not showing to your targeted customers? You have met your daily budget. Your CPC or CPM is set higher than your daily budget Your ad had been disapproved You have targeted your ad outside of your own region and to a different language than the ad was written in. Correct answer selected You can target your campaigns to specific languages and geographic regions. However, if these targets do not include your own language settings and geographic location, YOU will not be able to see your ads. Your targeted customers will be able to see the ad, therefore this is NOT a valid reason for your ads not showing to your targeted customers What is the benefit of using customized location targeting? Customized location targeting allows you to block all traffic from undesired regions, cities and geographic areas. Customized location targeting is a powerful way to reach users in the precise area where an advertiser does business. Advertisers can use customized location targeting to reach specific users based on location, gender, and income. Customized location targeting is a powerful way to identify where traffic originates and where in the purchasing funnel dr Customized targeting is best suited for advertisers with an audience in very specific locations. If a user searches on English keywords but has set French as the preferred Google interface language, which campaign language settings will display ads for the user? English and French targeting. Correct answer selected English targeting. French targeting. Bilingual targeting. An ads campaigns ad language settings will have to be set to French and English for the user to view these ads. A user in France chooses English as the preferred search language on the ‘Preferences’ page. This user may see ads targeted for: English speakers in France. Correct answer selected French speakers in Germany. English speakers in the United States. French speakers in the Czech Republic. Adwords only show your ads to users whose Google interface language matches the language(s) that your campaign targets. Which tool should you use to see if your new location targeting settings are triggering ads to display in new locations? Landing Page Optimizer. Ad Preview Tool. Correct answer selected AdWords Editor. Search-based Keyword Tool. This tool lets you view your ads as they would appear on a regular Google search results page for any location, without accruing extra impressions for your ad. If an online retail company located in the U.S.A delivers its products all over the world, which targeting option is the most appropriate if the company wants to target Spanish-speaking customers? Language targeting. Correct answer selected Language and regional targeting. Regional targeting. Customised targeting. In this instance you will only want to show your ads to users whose Google interface language matches Spanish. What is the last step in the process of building a keyword list? Target / align. Test / refine. Correct answer selected Reduce / optimize. Select / test. Keyword creation involves the following process; Build, Group, Set keyword matching types, Remove, Test, Review and Refine. What is contextual targeting? Sites from outside Google are selected for 'keyword - matched' placements. An ad groups keywords are used to place ads next to content that best matches the ad within the Display network. Correct answer selected Individual ad spots on the Display Network are picked for the chosen ad to display. Ad text is used to place ads near to the relevant content without using keywords. Google uses contextual targeting to match keywords to webpage content within the Display network. Google state"Contextual targeting is used to match ads that include keywords or selected topics to sites within the Display Network. How it works: Our system analyzes each site's content and theme, considering factors such as text, language, link structure, and page structure. From these factors, Google determines the central themes of each webpage and targets AdWords ads to the page based on the advertiser's keyword or topic selections and language and location targeting. Sometimes, we might show ads when keywords match the content of pages a person has recently browsed. As a result, contextually targeted ads provide useful information to readers, and attract an audience with an established interest in your message. Contextual targeting is always used when an ad group has keywords or topics and the Display Network option is selected in the campaign settings page." Which of the following is one of the many benefits of advertising on the Google Display Network? To expand the reach of an advertising campaign. Correct answer selected You have complete control over where the ads appear. You may advertise for free on certain websites. The ability to run multiple ads per page on selected websites. Ads placed within the Display network are shown to an audience who are already viewing information that is related to your ads, thus expanding the reach of your campaign. What is one of the benefits that is available to advertisers with a Google AdWords account? Able to pay for specific placement in top ad positions. Able to view competitors' bids on keywords Better position in natural search results. Extended reach to search partners, such as AOL.com Correct answer selected The Google Network is split into the Search Network (sites like AOL) and the Display Network. Together, these networks make up thousands of search and Display sites displaying targeted Google AdWords ads. A good system to follow for adding new keywords to an ad group is to use: broad match and then monitor keyword variations triggering the ad in order to refine the keyword if necessary. Correct answer selected all three match types for the same keyword and then consequently change the keywords to the best performing matching type. exact match and then edit the keyword to phrase match or to broad match when it receives too many impressions. phrase match and then change the keyword to exact match or to broad match if it doesn't perform well. Google stateBroader matching options tend to give you more visibility, but accrue higher costs. Therefore, it's important to monitor broad matched keywords closely to make sure they're performing well. You can use the "See search terms" report to make sure your advertising is being expanded to the right types of searches. You can also include other matching options (like phrase- or exact-match) along with broad-matched keywords in an ad group. When an advertiser adds negative keywords to an ad group, then the ad will not show if the negative keywords: are included in a web user's search query. Correct answer selected are used in another campaign within the account. are words that are related to the users search query. appear in the ad text. Negative-matched keywords prevent your ad from appearing when a search includes a keyword that isn't relevant to your ad. If you change the match type of a group of keywords from broad to exact match you will probably increase your conversion rate: and decrease impressions. Correct answer selected and increase Quality score. and decrease Quality Score. and increase impressions. Exact match is the most precise method for targeting your keywords and further narrows your reach by showing your ad when the exact phrase is used in the search. An advertiser who uses a phrase-matched keyword “cheap printers” is likely to have the ad show on Google when a user searches for: cheap printers deals. Correct answer selected cheap inkjets. inexpensive printers. cheap delivery printers. A phrase-matched keyword triggers your ad to appear for any query that includes your keyword or phrase in the exact sequence and form that you specify, but additional terms in a user's query can precede or follow the phrase. Name the benefit of managed placements for advertisers? You can set unique bids for specific placements. Correct answer selected You can run ads across the entire Display Network. You can include keywords to place ads next to relevant pages. You can advertise on websites that may not be part of the Display Network. Managed placements are placements which you choose to manage separately for increased control. You may increase/decrease your ad delivery by setting unique bids for each of your managed placements. What does the AdWords system refer to when determining which users to show a language-targeted ad to on Google? Google interface language setting. Correct answer selected Internet protocol address. Google Language IP. Home country address. Google only show ads to users whose Google interface language matches the language(s) that the campaign targets. If you want to show your ads on all types of eligible mobile devices you must: enable "click-to-call" within the mobile campaign. target "iPhones and other mobile devices with full internet browsers" and then create a mobile ad. opt in to the Display Network and enable geo-targeting options. create a minimum of one mobile ad for each ad group within the campaign. Correct answer selected AdWords, by default is set to "All available devices", so just creating a minimum of one mobile ad for each ad group within the campaign will suffice. If an advertiser wants his/her ad to show for the keyword antique furniture exclusively when a user searches on antique furniture with no other words in the query, what keyword matching type keys/stroke should be used? Parentheses. Commas. Quotation marks. Square brackets. Correct answer selected To enable exact matching for a keyword, enclose it in square brackets Using negative keywords could help an advertiser target an ad to potential customers and also, : increase ROI. Correct answer selected lower CTR. maintain a steady ad rank position. lower daily budget. The more people who visit the site as a result of correctly understanding what is for sale, the higher the chance that they will purchase. How would an advertiser decrease the number of ad impressions associated with an ad group and increase the CTR? Assign unique keyword URLs to each keyword. Evaluate the site design for improvements. Add more relevant keywords to the ad group. Add negative keywords to the ad group. Correct answer selected Negative match keywords eliminates searched phrases you don't want your ad to appear for, such as cheap or free. This will ensure that your ad will only appear to people who are interested in the products/services you provide. How can focusing on themes improve a campaigns performance for an adgroup in the Display network? The ads will appear more often on the Display Network. It will be easier to determine how users found the website. The ads will reach users in different parts of the buying cycle. The ads will be placed on more relevant sites. Correct answer selected Contextual targeting will be used to identify and place your ad on Google Display Network sites with the same themes. What is the likely cause for a keyword being disapproved? Ad associated with the keyword was disapproved. Keyword does not meet the minimum quality requirement. Keyword is a duplicate of another keyword in the account. Keyword does not comply with AdWords policy guidelines. Correct answer selected AdWords advertising policies include requirements for the keywords you choose and their related ads. What method could be used to target ads on region or city? Google domain. Internet Protocol (IP) address. Correct answer selected Language preferences. Telephone number. If possible Google will use the users IP address as a way of pinpointing location (like Paris). The Google domain could be used , but gives a wider parameter (like France). Why might there be a fifth line of ad text that an advertiser has not written containing the name of a city? One of the keywords is the name of that city. The language preferences of the user suggests the location. The Internet Protocol (IP) address of the user is located in a city targeted by the campaign. Correct answer selected The search query included the name of the city. AdWords displays your chosen region or city (whichever is the most specific) in the last line of ad text to distinguish them from country- and territory-targeted ads. If an advertiser is focused primarily on direct response, which keywords should be deleted from the account? Ones that generate many impressions plus are relevant to the ad text. Ones that contain more than two words in the phrase. Ones that generate many impressions but very few clicks. Correct answer selected Ones that contain phrases that do not appear in the ad text. Keep specific keywords that relate best to your product or service. Remove keywords that are irrelevant or are likely to bring you the least amount traffic. Which strategy is most appropriate for an advertiser selling ladies jackets when the broad-matched keyword ‘jacket’ is used? Only include the broad match keyword 'jackets' in the ad group. Only include the phrase-match keyword "jackets" in the ad group. Only include the exact-match keyword [jackets] in the ad group. Include negative keywords like 'men's' and 'Gent's'. Correct answer selected Negative-matched keywords prevent your ad from appearing when a search includes a keyword that isn't relevant to your ad. Your ad won't appear when a negative keyword you've specified is included in a user's search query. If an advertiser only wants to target the Google search page, what should be included in the ad group? Keywords. Correct answer selected Managed placements. Managed placements and keywords. Keywords and automatic placements. Search targeting applies to keyword-targeted ads shown on Google search results pages and on sites in the Search Network Your ads can run on automatic placements if you: choose " Relevant pages across the entire network", then select the placements where the ads will appear. choose " Show ads on pages that match the broadest targeting method", then add keywords to the appropriate ad groups. Correct answer selected choose " Show ads on pages that match the broadest targeting method", then select the placements where the ads will appear. choose " Relevant pages only on the placements I manage", then add keywords to the appropriate ad groups. Google state"Contextual targeting simply means that your keywords are used to place your ads next to content that matches your ads. For instance, suppose you have created an ad group to advertise digital cameras, and it includes keywords that you have chosen like digital cameras and camera cases. Contextual targeting will be used to identify and place your ad on Google Display Network sites with the same themes. That might mean web pages about camera equipment or discussion groups of camera hobbyists, or it could be an email or a newsletter about digital photography. Contextual targeting is always used when an ad group has keywords and the campaign is opted in to displaying ads on the Display Network. It can work with ad groups that have only keywords, and also with ad groups that have both keywords and placements. Your ads can run on automatic placements if you select the following when setting up your campaigns or ad groups: • Select Show ads on pages that match the broadest targeting method on the Settings tab under "Networks and devices". These settings are at the campaign level. Add keywords to each ad group that you want to run on automatic placements. " What should you do when setting up a placement-targeted campaign? Use one campaign for all placements instead of multiple campaigns. Add relevant sites that are not part of the Google Display Network. Set bids at the ad group level and not for individual sites. Use all ad formats to increase the number of sites on which the ads are eligible to appear. Correct answer selected To maximise effect, you should try targeting your ads to your potential customer by reaching them through the types of content they might enjoy. Which Google AdWords targeting feature would allow you to develop a campaign targeting the local community? Placement Targeting. Contextual Targeting. Country Targeting. Customized Location Targeting. Correct answer selected Customized targeting is best suited for advertisers with an audience in very specific areas. How could an AdWords advertiser find out where their ads have been running on the Display network? Run a Display Network report under the Reporting tab Run a Placement Performance report under the Networks tab Correct answer selected Review the network statistics under the Campaign Management tab. Visit websites that have the same theme as the ad group to verify where the ads show. The placement performance report allows you to view performance data for Display network sites where your ad has been shown. How do placements and keywords work together for an ad group selected to run on the Display network? Determine where on the Display Network the ads will run. Correct answer selected Determine the time of day that the ads will show. Determine the search results and CPC. Determine the target ROI for a given ad group. If you have keywords in your ad group and are targeting the Display Network, Adwords use contextual targeting to determine the placement of ads How can advertisers find out where their ads have been showing on the Google Display Network? By running a network Performance report. By running a search Query Performance report. By running a campaign Performance report. By running a placement Performance report. Correct answer selected It's important to review the performance of your ads on all placements to determine whether the placements are effective. Why is it beneficial for advertisers to understand which of their products perform well prior to building their AdWords campaigns? Identify keywords on which to focus. Correct answer selected Identify targeting options. Invest in new product areas. Invest in multiple targeting options. When you build your ad groups, you'll select keywords to help target your ads for search so they reach people precisely when they're looking for what you have to offer. Understanding your popular products will mean that you will be able to identify keywords on which to advertise, making it easier for your potential clients to find you. Why would you use the keyword tool? To generate numerical statistics on keyword search volume. To determine if ads are showing for certain searches. To find new websites to run ads. To find new keywords for ad campaigns. Correct answer selected This tool will provide additional keyword ideas, including synonyms and spelling variations. Google states"Need more keywords? This is what you can do with the Keyword Tool: • Find and add new keyword ideas to your ad groups • Refine your keyword list • Find negative keyword ideas • See additional keywords that can also trigger your ads (expanded matches) Estimate keyword traffic." Phrase match keywords allow an advertiser to: precisely match the keyword chosen, without any additional words or letters. include the keyword or phrase in the exact sequence and form that it is specified. Correct answer selected include the keyword or a similar term. precisely match the embedded sequence. A phrase-matched keyword triggers your ad to appear for any query that includes your keyword or phrase in the exact sequence and form that you specify. Additional terms in a user's query can precede or follow the phrase. An effective way to fine-tune ads for contextual targeting is to: use the site exclusion function in your AdWords account Correct answer selected use the matching options on keywords use keywords and placements together Correct answer selected use embedded match keyword targeting The more audience specific you make your ad and keyword list, the better quality the clicks. However, on the Display Network, all keywords are only considered broad match. Factors such as text, language, link structure, and page structure are taken into consideration by the Adwords system during which process? Deciding whether or not an ad is relevant enough to show in the Display network. Correct answer selected In deciding your keyword CPC. In deciding your CTR. All of the above. Factors such as text, language, link structure, and page structure are taken into consideration by the Adwords system when deciding whether or not an ad is relevant enough to show in the Display network. Contextual targeting is used to match ads with keyword targeting on sites in the search network. True False Correct answer selected Contextual targeting is used to match ads with keyword targeting on sites in the Display network. You can fine-tune your ads for search targeting by doing which of the following? Targeting specific areas and languages Choosing specific keywords Assigning keyword match types All of the above Correct answer selected All of the above are basic and legitimate ways of fine tuning your ads, all of which should encourage a higher CTR. Adwords keyword-targeted campaigns are by default, opted in to which of the following? Google search Search partners Display network All of the above Correct answer selected By default, Adwords keyword-targeted campaigns are opted in to the entire Google Network. Adwords keyword-targeted campaigns are by default, opted in to only the Google Search Network True False Correct answer selected By default, Adwords keyword-targeted campaigns are opted in to the entire Google Network. Which of the following are examples of places where ads may show on the Google Display network? Reuters Correct answer selected Vogue Correct answer selected Time online Correct answer selected Virgin.net Ask NTL Yahoo Reuters, Vogue, Time online are examples of the Display network while Virgin.net, Ask and NTL are examples of the search network. To enable exact matching for a keyword, enclose it with: [ ] Correct answer selected {} "" <> Exact match keywords show your ad when the exact phrase is used in the search without other words before, between, or after. For the phrase-matched keyword "audio books", your ad will appear when users enter which of the following queries? Audio and hard back books Audio cassette books Listen to audio books Correct answer selected Download mp3 audio story books Phrase match narrows your reach by requiring the words to appear in that exact order. To enable phrase matching for a particular keyword, enclose it with: [] {} " " Correct answer selected <> Keywords, enclosed in quotation marks will provide phrase matching on all keywords. Phrase match is the default setting for all keywords. True False Correct answer selected Adwords default setting for keywords is broad match. Phrase match narrows your reach by requiring the words to appear in that exact order. Which of the following is not a keyword matching option? Negative match Embedded match Positive match Correct answer selected Broad match You can apply the following matching options to your keywords; broad match, phrase match, exact match, negative match and embedded match. For the broad-matched keyword audio book and negative keyword -cookery, your ad could appear when users enter which of the following? Recipe audio book Correct answer selected Kitchen class audio book Correct answer selected Cookery audio book Using the negative match minus sign (-) before a keyword or phrase will only produce results that don't include that keyword. Which of the following options will enable negative matching for a keyword? (-keyword) -keyword Correct answer selected -keywordAdd a minus sign (-) before the keyword or phrase you want to exclude for negative match keywords. For exact-matched keywords like [audio books], your ad could appear when users enter which of the following: buy audio books audio books download audio books Correct answer selected Exact match keywords show your ad when the exact phrase is used in the search without other words before, between, or after. Broad match is the default setting for all keywords. True Correct answer selected False Adwords default setting for keywords is broad match, which may allow your ads to show when the keywords are used in any order or combination. AdWords ads that are linked with relevant business information in selected geographic areas are known as: location extensions Correct answer selected locality ads geo business ads geo location ads Google statesLocation extensions are a quick, easy way to connect you with customers searching for your products and services when you have businesses in multiple locations. "Reach local customers more effectively With your ads appearing for relevant queries on Google and its properties, including Google Maps, you'll be able to more easily reach local customers with more information about your business, products or services. Whether you have multiple storefronts you'd like to promote locally or a single storefront to which you'd like to attract a user's attention, location extensions can help raise awareness for a customer who may already be close enough to physically visit your business, or who is already searching or browsing for information related to your business in their area. Location extensions merge your business address information with relevant ad text, telling users as much as possible in context with their browsing or search experience for local information. In addition to the description lines and URL that appear in your ad text, your ad can also display your business name, address, and phone number. This helps promote your business brand, products, and services, and associates your business with a specific location of interest to the user." Which of the following statements are true of image ads? Image ads can be targeted at Display sites Correct answer selected Image ads can be targeted at search sites Image ads can work with placement-targeted campaigns Correct answer selected Image ads can work with keyword-targeted campaigns Correct answer selected Image ads can be targeted at Display sites, with placement-targeted campaigns and keyword-targeted campaigns, plus are graphic based Which of the following statements are true of video ads? Can be targeted at Display sites Correct answer selected Can be be targeted at search sites Can work with placement-targeted campaigns Correct answer selected Can work with keyword-targeted campaigns Correct answer selected Video ads can be targeted at Display sites, with placement-targeted campaigns and keyword-targeted campaigns, plus are graphic based. Which of the following statements are true of text ads? Can be targeted at Display sites Correct answer selected Can be be targeted at search sites Correct answer selected Can not work with placement-targeted campaigns Can not work with keyword-targeted campaigns Text ads are the most widely adaptable and used form of advertising, but are text based not graphic based. Which of the following statements are true of location extensions? Can be targeted only at Display sites Can be targeted at search and display sites Correct answer selected Can work with placement-targeted campaigns Can work with keyword-targeted campaigns Correct answer selected Location extensions can be targeted at Search and Display sites, with keyword-targeted campaigns, plus are text based. You should delete keywords from your ad group that bring you the least amount of traffic. True False Correct answer selected Low traffic keywords are fine if they are highly targeted and produce good conversion rates. Only delete keywords that produce low traffic and no conversions. It may also depend on your campaign goals. You may have a brand awareness campaign running where CTR is more important than conversion rate, otherwise you may rather delete keywords that are costing money producing high volumes of traffic but no conversions When creating your initial keyword list you must make sure you only include correctly spelled keywords. True False Correct answer selected When creating your initial keyword list you should make sure you include synonyms and spelling variations, this helps build an extensive but relevant keyword list. Keyword creation involves which following process? List, match and scratch. List, test and refine. List, match and test. Build, group, match, scrub, and test and refine. Correct answer selected Keyword creation involves a five-step process: Build, group, match, scrub, and test and refine. Once your campaign and accounts have been set up, it is important that you: review, test and refine often. Correct answer selected allow you campaign to run uninterrupted. Keeping on top of your account will allow you to understand your customers patterns of behaviour. Pausing, adding and editing keywords that need tweaking will be reflected in your campaigns conversion rate Keyword targeting and placement targeting are both options for the placement of Google Ads, but never at the same time. True False Correct answer selected Keyword and placement targeting may be used separately or simultaneously to reach the audience that is most relevant to your ad Google Mail and The New York Times are both examples of the Google Search Network. True False Correct answer selected Google Mail and The New York Times are both examples of the Google Content Network Google Product Search and Earthlink are both examples of the Google Display Network. True False Correct answer selected Google Product Search and Earthlink are both examples of the Google Search Network The Google network consists of the Google Search Network and the Google Display Network. Ads can be shown on either of these networks, but never both. True False Correct answer selected Advertisers may opt to show their ads on either or both of the Search Network and Display Network When writing an ad, certain wide characters and double byte characters will ______ the number of characters permitted per line. not be included in be added as extras to reduce Correct answer selected not affect Certain wide characters and double byte characters will reduce the number of characters permitted per line because they take up more space than a normal character. These double byte characters include symbols and Han characters (Chinese characters). When you create a new campaign you have the option to _______ target up to 40 different languages Correct answer selected target up to 65 different languages target up to 65 countries, territories, regions, cities, and customized areas target any combination of countries, territories, regions, cities, and customized areas that you define Correct answer selected Google State: "Whenever you create a new campaign in your AdWords account, you choose which languages and locations you want to target. Your options include: 1. Language: Target up to 40 different languages. 2. Location: Target any combination of countries, territories, regions, cities, and customized areas that you define." Where in the Google network would you expect to see Keyword-targeted ads? Search and Display networks Correct answer selected Search network Display network Display and Content network Google states"Keyword-targeted ads can appear across search and Display Network pages in the Google Network. Google uses search targeting to match keywords to search queries on search sites. For Display Network pages, Google uses contextual targeting to match keywords to webpage content (these are called "automatic placements"). " Where on the Google network would you expect to see Placement-targeted ads? Search and Display network Search network Display network Correct answer selected Display and Search partner network Google states"Placement-targeted ads can appear only on pages in the Display Network. The advertiser chooses a specific audience and site, or portion of a site, to target (these are called "managed placements"). If the ad group also has keywords, the keywords and placements will work together to determine where ads should appear. Keywords will continue to match your ads to placements through contextual targeting, and you can add your own placements to bid more when your ad appears on certain sites, or to limit your ad to appearing only on the placements you target." Where on the Google network would you expect to see text ads? Search and Display network pages Correct answer selected Search network pages Display and Content network pages Content network only Google states"Text ads can appear on search pages and on display network pages." Where on the Google network would you expect to see ads that contain graphics, such as image and video ads? Search network pages Display and Content network pages Search and display network pages Display network Correct answer selected Google states"Ads that contain graphics (like image ads and video ads) can only appear on display network pages." What is meant by the term "Phrase match"? Search words could be inputted using keyword/s synonyms Search words could be inputted using any variation of your keyword/s Search words could be inputted in any order of your keywords Search words would need to be inputted in the exact order of your keyword Correct answer selected Google states"Phrase match narrows your reach by requiring the words to appear in that exact order." What is meant by the term "Negative match"? A negative match keyword means that the search word does not match your keyword A negative match keyword is a keyword that Google dis approve the use of in your campaign When a search word matches a negative match keyword your ad will not be displayed Correct answer selected When a search word matches a negative match keyword your ad will be displayed Google states"Negative match eliminates searched phrases you don't want your ad to appear for, such as cheap or free." Which of the following will prevent your ad from showing with certain phrase or exact matches? Embedded match Correct answer selected Phrase match Exact match Broad match Explanation: Google states• Broad match is the default setting for all keywords. All searches made using your keyword (in any order or combination) might display your ad. Searches for similar or related queries might also trigger your ad. • Phrase match narrows your reach by requiring the words to appear in that exact order. • Exact match further narrows your reach by showing your ad when the exact phrase is used in the search - without any other words before, between, or after. • Negative match eliminates searched phrases you don't want your ad to appear for, such as cheap or free. Embedded match allows you to prevent your ad from appearing in relation to certain phrase or exact matches." Why is it an advantage to use Broad matched keywords in your campaign, if you are looking to generate sales leads in a single product with many variants? You will receive fewer clicks but very targeted sales Broad match keywords have the potential to reach a wider customer base whenever your keyword or a similar keyword are used in a search query Correct answer selected You will increase your quality score Your ad will appear only when a search query exactly matches your keyword Google states"Broad-matched keywords reach a wide audience and trigger your ad to appear whenever that keyword or similar term appears in a user's query. This means that your ad appears even if: • Other words are included in the query. • Terms in the query are not written in the same sequence as your keyword. • The query is similar to your keyword. This includes plurals and synonyms. Example: For the broad-matched keyword used book, your ad could appear when users enter the following queries: Used book dealer Secondhand book Used books Used book for sale" Which of the following factors will the AdWords system take into consideration before showing your ad to a user found in one of your targeted locations? Internet Protocol Address (I.P. Address) Correct answer selected Page Rank Quality Score Daily Budget Google states"When possible, we determine a user's general location based on his or her computer's Internet Protocol (IP) address. An IP address is a unique number assigned by Internet Service Providers (ISPs) to each computer connected to the Internet. For example, if someone searches for "plumbers" from a New York area IP address, we may display ads targeted to New York." You want to change the language and location targeting of your campaign in your AdWords account. On which page would you do this? All online campaigns > Languages and locations > Edit settings All online campaigns > Settings > Edit settings Correct answer selected All online campaigns > Tools > Languages and Locations All online campaigns > Edit Languages and Locations Google states"When you create a new campaign, there will be a point in the creation process where you can choose the languages and locations that the campaign targets. You can edit this selection at any time on your campaign's "Edit Settings" page." Which of the following is an advantage of Language targeting? Google will translate your ad into the appropriate language of the viewer It allows you to reach potential customers who speak one or more languages Correct answer selected You can only target your ads to people who speak the language your ad is written in Customers who do not understand the language your ad is written in can interpret it by using Google Translate Google states"Language targeting lets you reach an audience that speaks one or multiple languages. Because people speak many different languages in many different locations, language targeting gives you a good way to reach your users even if they're located in non-native areas." Name one benefit of Customised Targeting? You can Geo target a specific country You can target up to 40 languages and unlimited countries It limits you to specific countries and regions It does not limit you to specific regions or cities Correct answer selected Google states"Customized targeting is best suited for advertisers with an audience in very specific areas. If you select the customized targeting option for your campaign(s), your ads will only appear to customers searching for results within (or located within) a specified distance from your business or within the area you define. A benefit of customized targeting is that it doesn't limit you to the cities and regions offered by region and city targeting. For example, an advertiser owns a restaurant chain in Southern California. With customized targeting, the advertiser could choose to target the entire southern half of California instead of specific regions or cities." What does the term 'Placement' mean? Placements are locations on the Google Search Network where your ad can appear Your ad will appear on a specific placement if you have set your targeting options correctly Your ad will appear on a specific placement if you have chosen the correct pricing model Placements are locations on the Google Display Network where your ad can appear Correct answer selected Google states"Placements are locations on the Google Display Network where your ad can appear" Which of the following is not a targeting feature? Automatic placements Featured placements Correct answer selected Managed placements Excluded placements Google states"AdWords offers the following targeting features to help you better target your ads to these placements: • Automatic placements: If you have keywords in your ad group and are targeting the Display Network, we use contextual targeting to determine automatic placements where your ads appear. • Managed placements: If you choose to manage placements separately for increased control, you'll use managed placements. You can increase or decrease your ad delivery by setting unique bids for each of your managed placements, or you can use managed placements to restrict the sites in the Display Network where your ads appear. Excluded placements: You can also choose certain placements on which you don't want to run ads." What is meant by the term ' Contextual targeting'? Keywords are used to place your ads next to your competitors ads who are selling or promoting similar products or servi Contextual targeting means building a comprehensive keyword list tightly themed to your website subject A guideline in Google's policies stating that your information must be relevant Keywords are used to place your ads next to content that matches them Correct answer selected Explanation: Google states"Contextual targeting Contextual targeting simply means that your keywords are used to place your ads next to content that matches your ads." You have opted to show your ad on managed placements, but you feel that certain websites relating to your advertising may not be appropriate. What would you need to do to insure that your ad does not show on these placements? Exclude placements and categories of placements Correct answer selected Add negative keywords Switch to automatic placements Place the ad in a separate campaign Google states"By electing to show your ads on the Google Display Network you can expand your reach to prospects visiting a variety of websites that are relevant to your business. However, there may be times where you feel that certain websites aren't appropriate for your ads. If this is the case, you can exclude placements and categories of placements to prevent your ads from appearing on these sites. With this exclusion feature, you can enjoy the benefits of advertising on the Display Network while still precisely controlling your targeting." Sean has been running a campaign for some time on the Search Network, and has noticed from looking at the Networks tab, that 'Search partner' traffic is converting a lot better than 'Google search'. What can he do about it? Exclude the 'Google Search' network from his campaign. Exclude the 'Search Partner' network from his campaign. Use the site and category exclusion tool to exclude specific sites that are not converting well Nothing Correct answer selected You cannot exclude specific search partner sites, and you cannot opt out of the 'Google search' network and still have your ads display on the 'Search partner' network. Johnny has set up a new AdWords campaign and has not changed any of the default settings of the campaign. His campaign is opted in to: display network Google network Correct answer selected search network search partner network As default you are opted in to the entire Google Network (Search and Display), i.e. if you don't want your ads to show on the Display network, you'll have to change that setting on the settings tab after setting up your campaign. Google state - "By default, AdWords keyword-targeted campaigns are opted in to the entire Google Network: Google search, search partners, and the Display Network (with "Relevant pages across the entire network" as the setting). You can opt in or out of either network at any time from the Settings tab of any campaign page." Keyword targeted text ads can appear across search and display pages in the: Google network Correct answer selected display network search network search partner network The 'Google Network' encompasses everything (Google sites, search partners, content network). Google state:"Keyword-targeted ads can appear across search and content pages in the Google Network. Google uses search targeting to match keywords to search queries on search sites. For content pages, Google uses contextual targeting to match keywords to webpage content (these are called "automatic placements"). Placement targeted ads can appear on: Google network search partner network display and search partner network display network Correct answer selected You can only target placements on the Display network. Google state:"Placement-targeted ads can appear only on pages in the Display Network. The advertiser chooses a specific audience and site, or portion of a site, to target (these are called "managed placements"). If the ad group also has keywords, the keywords and placements will work together to determine where ads should appear. Keywords will continue to match your ads to placements through contextual targeting, and you can add your own placements to bid more when your ad appears on certain sites, or to limit your ad to appearing only on the placements you target." Shirley has designed some very nice image ads. Where can she display them? Google Network Search Partner Network Display and Search Partner Network Display Network Correct answer selected Image ads and video ads only display on the Display network. Google state:"Text ads can appear on search pages and on display pages. Ads that contain graphics (like image ads and video ads) can only appear on display pages. " On some Google Network sites: relevancy is not important the appearance of your ad may vary slightly Correct answer selected your ad may appear completely differently it may not be obvious that your ad is a sponsored link You ad should always look very close to how you designed it, but it can vary slightly on different sites i.e. instead of 2 description lines of 35 characters each, you get one description line 70 characters long. Google state:"The appearance of your ads may vary slightly among Google Network sites to match the look and feel of different webpages. Google automatically formats your ads for you. AdWords ads are always clearly labeled as advertisingrelated links." To allow your ads to show on mobile (WAP) devices, you need to: create mobile ads Correct answer selected create ads for desktop and laptop computers, and mobile devices in campaign settings create ads for desktop and laptop computers, and iphone type devices in campaign settings create a new mobile targeted campaign You have to create separate Mobile ads to be shown on WAP devices. Google state - "Device platform targeting has no bearing on mobile format ads, which show ads on standard mobile phones that use mobile (WAP) browsers. If you have mobile ads in your campaign, they will continue to show as usual, regardless of the device platforms your campaign is targeting. " The site and category exclusion tool is best used to: exclude sites from specific regions exclude sites from specific countries exclude specific sites on the display network Correct answer selected exclude specific sites on the display network and search network It only works on the display network. (you would use location targeting to exclude sites from specific regions/countries). How could you make sure that your ads only get displayed on web sites (within the content network) that are very closely related to what you are selling? Use negative keywords at the campaign level Use the placement tool Correct answer selected Make sure that ad text is closely related to the keywords Make sure bids are high enough The placement tool allows you to enter keywords that match the topic of your ads, and enter URLs of web sites you would like to advertise on, the system may also use the sites and terms you entered to generate a list of other content network sites and placements that may be a good fit for your ads. Ultimately it allows you to to specify the exact web sites that you would like you ads to appear on Managed Placements have the advantage of which of the following? Keywords are optimised for searches on the search network. Specific Search Partner sites can be targeted. Sites can be automatically chosen for the advertiser. Advertisers can select which sites on the display network their ads will appear on. Correct answer selected Managed Placements allow the advertiser to manually select individual web sites (URLs) (at an ad group level) that their ads will appear on. Device platform targeting is a campaign setting that allows you to target: desktop computers laptop computers desktop and laptop computers, and iPhone type devices with html browsers Correct answer selected desktop and laptop computers, and transportable devices There are two options in campaign settings- "Desktop and laptop computers " and "iPhones and other mobile devices with full Internet browsers" Paul wants to use managed placements on sites that he always wants to be very visible/competitive. What should he consider doing? Raise the managed placement default bid Correct answer selected Make sure keywords in his ad groups are relevant Target sites at the URL level Manage URL bids individually If you have a large number of managed placement sites, raise your default bid, and then when you add new placements, that bid will be used and your ad will be more likely to show (without having to adjust individual placement bids). Google state:"If you think you'll be using managed placements mostly to manage sites on which you want to be highly competitive, consider raising the managed placement default bid. This will give you a stronger chance at winning the ranking auction." Jamima has found that traffic from a particular site on the display network converts particularly well for her. What would she need to do to ensure that her ads appeared on every page of that web site? Select the entire site as a placement Create an ad group with placements only, and change campaign settings to 'Show ads only on pages that match all selected targeting methods' Correct answer selected Remove all keywords from her ad groups Change campaign settings to 'Show ads only on pages that match all selected targeting methods' If you select 'Show ads only on pages that match all selected targeting methods', then your ads will not show on any web sites that you have not targeted, and If you only have placements in an ad group, then contextual targeting cannot be used to exclude your ads from appearing on specific pages of web sites you have targeted. Google state:"If you want your ads to show anywhere on a given placement, without regard to contextual matching, then create an ad group with placements only, and set your campaign settings to "Show ads only on pages that match all selected targeting methods." That way your placement choices (and the AdWords auction) will be the only factor involved in where your ad can appear." Jamima is creating a new placement targeted campaign for beige widgets. It is recommended that she focus on the following: use relevant keywords for automatic and managed placements Correct answer selected use relevant keywords for automatic placements use relevant keywords for managed placements only use relevant keywords for automatic placements Keywords are necessary for automatic placements, but also help refine targeting for managed placements. Google state:• "Use relevant keywords for automatic placements and to further refine your managed placements. Using keywords to refine the targeting for your ads on placements is a good option when you're targeting sites that have a wide variety of content (such as news sites and social networks). That way, your ads will be more likely to appear in relevant locations on those sites. Adding keywords will also limit the potential number of clicks and impressions, so you should monitor your ad's performance to make sure you're seeing the results you want." If you target video and game placements, your ads may appear: on YouTube as separate ads on video publisher and game publisher sites in or around videos, in or around web based games Correct answer selected on search partner sites when targeting video and game placements, your ads will appear 'In or around' actual videos / games. In addition to targeting your standard text and image ads to specific sites on the display network, you can use the placement tool to target: video placements, game placements, feed placements video placements, game placements, feed placements, entertainment placements video placements, entertainment placements, feed placements video placements, game placements, feed placements, mobile placements Correct answer selected Game placements, Feed placements, Mobile placements are all valid options (depending on your location) When using placement targeting, the following from highest priority to lowest priority are used: automatic Placement Bids, managed placements bid, individual placement bids individual placement bids, managed placements bid, display network bid Correct answer selected managed placements bid, individual placement bids, automatic Placement Bids individual placement bids, automatic Placement Bids, managed placements bid Google State:"Here's the general order of bids, from most specific (and highest priority) to lowest: • Individual placement bids • Managed placements bid • Display Network bid Bid modifiers, such as changes for ad scheduling or demographic bids, are applied after your primary bid is chosen." When using placement targeting, you still compete with other advertisers for space. If you choose popular sites, you'll need _____ to win the ad position. a higher bid Correct answer selected a better quality score a better click through rate a better ad This is something Google say very rarely, but in this case it is correct. Google state:"As with all AdWords advertising, you'll compete for space with other advertisers. If you choose very prominent and popular sites, you'll need a higher bid to win the ad position. " When using contextual targeting on the display network, AdWords takes contextual matching down to the _____ level. ad Group keyword site page Correct answer selected This allows you ad to show only on specific pages that match your keywords. Google state:"Contextual targeting means that the AdWords system automatically starts by looking through every possible page in the Google Content Network to find content that matches those keywords. AdWords takes contextual matching down to the page level. If a placement has many different pages, only those pages that match your keywords can show your ads. " The Google Display Network comprises hundreds of thousands of websites, news pages, and blogs that partner with Google to display targeted AdWords ads. This network reaches over __% of internet users. 50 70 Correct answer selected 80 90 70% is the correct answer. Google state:"The Google Display Network comprises millions of websites, news pages, and blogs that partner with Google to display targeted AdWords ads. When you choose to advertise on the Display Network, you can expand your marketing reach to targeted audiences--and potential customers--visiting these sites every day. We strive to maintain the largest contextual advertising network in the world. The network reaches over 70% of unique internet users in more than 20 languages and over 100 countries. Of course, you're always in control of your ad targeting: you can narrow or expand your focus to specific countries or regions at any time. " One campaign shows a very high number of clicks, but a very low conversion rate for a specific placement. Without changing the network settings or ad group contents, what could the advertiser do? Lower bids in affected ad groups Move affected ad groups to a different campaign. Exclude the site using the site exclusion tool. Correct answer selected Pause affected ad groups. If one site is not working for you - then exclude it! A Placement targeted campaign is afforded the following bidding options: manual CPC and manual CPM manual CPM only automatic CPC and CPM all bidding types Correct answer selected You can use all bid types with Display campaigns. 05. AdWords Bidding and Budgeting If you exceed your daily budget one day, what may happen the next? Your ads will run as usual until the end of the month and any remaining balance can be paid then. Your ads will run as usual and advise you to increase your daily budget. Your ads may stop running before the daily budget is reached. Correct answer selected Your ads will be paused until you increase the daily budget. Google may exceed your daily budget if they determine that your ad can benefit from more exposure on particularly heavy traffic days. However, the system makes sure that in a given billing period you won't be charged more than the number of days in that month multiplied by your daily budget. Google state"Your daily budget is the amount that you're willing to spend on a specific AdWords campaign each day, on average. The daily budget you set for your campaign is entirely up to you. When the budget limit is reached, your ads will typically stop showing for that day. How quickly your ads are shown during a given day is determined by your ad delivery setting. On any single day, the AdWords system may deliver up to 20% more clicks than your daily budget calls for. This helps make up for other days within the same billing period in which your daily budget is not reached due to variations in search patterns. (Days in which your daily budget is not reached may include partially paused days.) However, our system makes sure that in a given billing period, you're never charged more than the number of days in that billing period times your daily budget. For example, if you budget US$10 per day, and you're charged for a 30-day billing period, the maximum you would pay is US$300." How does AdWords discounter work? By looking at keywords which are not likely to perform as well on the Google Network page as on Google web search By looking at the length of time you have had an AdWords account By looking at the amount you need to pay to maintain your ad position Correct answer selected By looking at your average account spend to date The AdWords Discounter calculates your actual CPC or CPM. This is the actual amount you pay to maintain your ad's position above the next lower ad. Your actual CPC or CPM is never more than the maximum CPC or CPM bid you specify. How does smart pricing help an advertiser? By charging less for keywords which are not likely to perform as well on the Google Network as on Google web search Correct answer selected By rewarding your higher CTR ads with sliding scale cost savings on the related keywords By looking at the amount you need to pay to maintain your ad By looking at the length of time you have had an AdWords account Using smart pricing means AdWords may automatically lower the maximum cost-per-click (CPC) bid for keywordtargeted ads that appear on the Google Network if they are probably not going to perform as well as those on Google Search. Adwords may "overdeliver" your ad up to __% more than your specified daily budget. 10 15 20 Correct answer selected 25 Adwords may "overdeliver" your ad up to 20% more than your specified daily budget on a given day to provide your ad extra exposure on heavy-traffic days and to make up for days when traffic is low. You can set a CPC or CPM bid __, or __ and __. at the campaign level, for individual keywords, placements at the ad group level, for individual keywords, placements Correct answer selected at the account level, the ad group level, for individual keyword at the account level, the ad group level, at the campaign level You can set a bid at the ad group level, or for individual keywords and placements. If you don't specify a maximum CPC or CPM bid for a given keyword or placement, the ad group maximum CPC or CPM bid will automatically apply. You can choose between __ ad delivery methods when setting a daily budget. two Correct answer selected three four five You can choose between two ad delivery methods when setting a daily budget Standard (default setting) or Accelerated What happens if you don't set a CPC for a given keyword or placement? Your ads wont run until you specify one. The ad group maximum CPC or CPM bid will automatically apply Correct answer selected You will probably run over your daily budget The system will email you to prompt you to specify a CPC If you don't specify a maximum CPC or CPM bid for a given keyword or placement, the ad group maximum CPC or CPM bid will automatically apply. Which of the following is not an acceptable form of payment for Adwords? Visa MasterCard Maestro Correct answer selected JCB Google currently accepts Visa, MasterCard, American Express, JCB, and debit cards with a MasterCard or Visa logo Which of the following statements is not true of AdWords payment options? Depending on where you live, you may have the option to pay for your advertising prior to receiving clicks. Depending on where you live, you may have the option to pay for your advertising after receiving clicks. Prepay allows you to pay after users click on your ads and you accrue charges, but before the next months advertising starts. Correct answer selected A select group of advertisers also has the option to receive invoices once a month Postpay allows you to pay after users click on your ads and you accrue charges NOT Prepay. PrePay allows you to pay for your advertising prior to receiving clicks. Adwords billing runs on a __ day cycle. Your account wont be charged before the __ days unless you spend over $__. Then your limit is extended to $200 before you are charged (or 30 days which ever comes first). If you exceed the limit of $200, it is upped to $350 and eventually $__, which is the maximum allowed. 30,30,75,550 30, 30, 50, 500 Correct answer selected 31,31,50,500 31,31,75,550 Adwords billing runs on a 30 day cycle. Your account wont be charged before the 30 days unless you spend over $50. Then your limit is extended to $200 before you are charged (or 30 days which ever comes first). If you exceed the limit of $200, it is upped to $350 and eventually $500, which is the maximum allowed. An advertiser has set a daily budget of US$10, but in fact the reality is as follows: Day 1 Spend: US$8 Day 2 Spend: US$10 Day 3 Spend: US$12 Day 4 Spend: US$10 What will be the amount that will be applied to a credit note? None Correct answer selected $2 $4 $6 The advertiser received US$12 worth of clicks on Day 3. That's US$2, or 20%, more than the daily budget. On Day 1, the advertiser only received $8 worth of clicks, so Google will apply the US$2 worth of overdelivery charges to Day 1 In order to process a declined credit/debit card and reactivate your account, you'll need to _____________. update your billing information Correct answer selected contact a member of the Adwords support team fax your details to your nearest Google office set up a new Adwords account In order to process the declined charge and reactivate your account, you'll need to update your billing information. This is the only way to process a failed payment. If you plan to use the same credit card, you can simply click the 'Retry card' button to trigger us to try your card again. Once they have processed your payment successfully, your ads will begin running again. An advertiser is billed for her account on June 8th, and then pauses her campaigns on June 20th. When would she be billed for any charges accrued between June 8th and June 20th? June 20th June 30th July 8th Correct answer selected July 20th Any pending charges will be charged to your credit card at the end of your billing period. Because your AdWords account runs on a 30-day billing cycle, you may be billed for your campaigns up to one month after pausing or deleting them. Google uses industry-standard SSL (secure socket layer) technology to protect ______ credit card information only credit card and billing address all information regarding an account Correct answer selected all information within the Billing and Campaigns tabs Google uses industry-standard SSL (secure socket layer) technology to protect every interaction you have with the AdWords system. Once Google receive your information, it is encrypted and stored behind a firewall. Which of the following statements is true about payment types and currencies? It is possible to switch from a prepay method to a postpay method. It is not possible to switch from a prepay method to a postpay method. Correct answer selected Once a currency has been selected, it is possible to switch to a different currency. Once a currency has been selected, it's not possible to switch to a different currency. Correct answer selected It's currently not possible to switch from a prepay method to a postpay method, and vice versa. For example, it's not possible to switch from credit card prepay to direct debit. Similarly, once a currency has been selected, it's not possible to switch to a different currency. The currency selected applies to both billing and payment. Which of the following statements is true about VAT? All EU advertisers are affected by VAT Correct answer selected All advertisers are affected by VAT All non EU advertisers are affected by VAT All EU advertisers except Ireland are affected by VAT All EU advertisers are affected by VAT, but advertisers with billing addresses in Ireland are subject to different VAT implications than those with billing addresses in the rest of the EU An advertiser who receives monthly invoices and has a credit limit US$1200 a month should not allow his combined daily budget to rise above: US$38.71 US$39 US$40 Correct answer selected US$41 An advertiser's combined daily budget cannot exceed 1/30th of their 30-day credit limit. For example, you have a credit limit of US$1200. Divide 1,200 by 30 to arrive at the estimated daily budget for all your campaigns. In this case, the combined daily budget for all of your campaigns should not exceed US$40. Invoices are generally sent on the __ working day of the month and must be paid within __ days. fourth, 30 Correct answer selected second, 30 third, 15 first, 15 Invoices are generally sent on the fourth business day of each new month and must be paid within 30 days. Which of the following is a characteristic of accelerated delivery? Ads are shown for variations of keywords in a campaign. Ads are only shown when there is a higher likelihood that users will click on them. Ads are shown as quickly as possible until the budget is reached. Correct answer selected Ads are shown above search results and also to the right of the search results. Adwords will display your ads as often as possible until your budget is reached. If your budget is set below the systemrecommended budget, your ads may not receive all possible impressions. If you set a daily budget lower than the recommended amount, what could happen? The ad's rank will be reduced. The ads wont show when a user searches on the advertiser's keywords. Ads will not show every time a user searches on the advertiser's keywords. Correct answer selected Ads will show as normal every time a user searches on the advertiser's keywords. If your budget is set below the system-recommended budget, your ads may not receive all possible impressions. What is likely to happen when a campaign consistently meets its daily budget? Accelerated delivery of ads. Fewer sites will be targeted at once. Missed ad impressions. Correct answer selected Higher average CPCs When the daily budget limit is reached, your ads will typically stop showing for that day. If your ads aren't showing that means missed ad impressions. An advertiser who is using 'standard delivery' for ads notices that by 3:00 pm the daily budget for a campaign has already reached its limit. Why might this have happened? The advertiser set the wrong time zone for the account. The AdWords system automatically attempted to deliver most clicks by noon. The campaign accrued clicks more quickly than the AdWords system anticipated. Correct answer selected The AdWords system experienced a technical issue that caused statistics to be incorrectly displayed. This may seem like a 'silly question', but this is question and its answer options are very similar to one in the actual exam. There isn't anything mentioned within the AdWords Learning centre that would really corroborate any of the above answers, So lets look at each option carefully. If the advertiser had set the wrong time zone, then all of his campaigns would be affected. There is no reason why the AdWords system would automatically attempted to deliver most clicks by noon. There is a possibility that the campaign accrued clicks more quickly than the AdWords system anticipated. It could also possibly be that the AdWords system experienced a technical issue that caused statistics to be incorrectly displayed. It is more probable though that the campaign accrued clicks more quickly than the AdWords system anticipated, rather than a technical issue. A technical issue would probably effect all of the stats and not just one campaign. Why may you want to set a CPC bid limit when using automatic bidding to maximise clicks? To make sure that the AdWords system does not use the keyword or ad group maximum CPC. To make sure that an ad is able to achieve the highest ad rank possible given its campaign budget. To make sure that the Google AdWords system doesn't bid more than the advertiser thinks the click is worth. Correct answer selected To make sure that the campaign budget is not exceeded. You can set a CPC bid limit to ensure the AdWords system doesn't bid more than a particular amount. Name a unique benefit for using CPM bidding? An ad that wins the auction will fill the entire ad space. Correct answer selected The competition is lower for ads bidding on a CPM basis. When an ad accrues less than 1000 impressions for a billing period the advertiser will pay nothing. AdWords discounter will automatically reduce the winning bid cost to the minimum necessary to keep an ad's position on the page. A CPM ad always occupies the entire ad space. Which delivery option should the advertiser choose if they have a limited budget but want to distribute ad delivery throughout the day? Optimized. Scheduled. Accelerated. Standard. Correct answer selected Standard delivery will spread ad impressions across the day to make sure you don't accrue all of the clicks early on. If the budget is set below the system-recommended budget, the ads may not receive all possible impressions. An advertiser wishes to allocate more funds toward a current particular product in a product line. In order to accomplish this goal, the advertiser should: create an ad group for the product with a higher maximum CPC. Correct answer selected create a campaign for the product with a higher daily budget. create additional text ads that features the product line. create an ad group for the product line with a higher daily budget. Lets look at each of the possible above answers. Create an ad group for the product with a higher maximum CPC. - This could make his position higher in the AdWords listings. Create a campaign for the product with a higher daily budget. - The current daily budget could just be increased already. Create additional text ads that features the product line.- There is probably already an ad dedicated to the product line, and why limit it to text ads? Create an ad group for to the product line with a higher daily budget. - Daily budget is set at campaign level CPC and CPM ads compete with each other in the same Display Network auction based on: location targeting. keyword match types. ad rank. Correct answer selected language targeting. When CPC and CPM ads compete with each other in the same Display Network auction, the AdWords system uses a system of effective CPM, or eCPM, to compare and rank the ads. How does Google rank keyword-targeted ads on the search network? (Max CPC bid x Quality Score)/Daily Budget. (Max CPC bid + Daily Budget)/Quality Score. Max CPC bid x Quality Score. Correct answer selected Max cost-per-click (CPC) bid only. Ads are ranked on search pages based on a combination of the matched keyword's CPC bid and Quality Score Which is the best bidding option for an advertiser who doesn't want to set and manage individual bids? Manual CPC bidding. Automatic CPC bidding. Correct answer selected CPM bidding. CPA bidding. Automatic CPC bidding allows you set a daily budget, and AdWords works to bring you the most clicks possible within that budget. Expanded text ads take up all of the allotted ad space on the _____ , when Google deem it suitable. display network Correct answer selected search results pages local business ad pages best performing ads A text ad can run as an expanded text ad on the Google Display network only and not on search results pages. Google state"CPM ads are ranked for display according to their CPM bid, competing with other CPM ads and with CPC ads. A CPM ad always occupies the entire ad space, with either an image ad or other multimedia ad, or an expanded text ad. For this reason, you might wish to bid higher for CPM ads than you would for CPC ads." Expanded text ads take up all of the allotted ad space on the Display network , when: the ad belongs to a large brand name a premium has been paid the advertiser has checked the expanded ad check box in the campaign settings the AdWords system determines that its price, relevance, and other competitive conditions make it a good candidate. Expanded text ads take up all of the allotted ad space on the Display network , when the AdWords system determines that its price, relevance, and other competitive conditions make it a good candidate to take the entire space itself. Ad delivery of campaigns can be edited from within which of the following sections? Edit campaign settings>Basic settings Edit campaign settings>Bidding and budget Edit campaign settings>Advanced settings Correct answer selected Edit campaign settings>Scheduling and serving Ad delivery is accessed via advanced settings within campaign settings tab and contains the settings for 'ad rotation' and 'frequency capping'. Google state"Your ad rotation selection determines how often we deliver your active ads in relation to one another within an ad group: • Optimise for clicks (default): Ads expected to provide more clicks are delivered more often. • Optimise for conversions: Ads expected to provide more conversions are delivered more often. If there isn't sufficient conversion data, the system will optimise for more clicks. • Rotate: Each of your ads will enter the ad auction an approximately equal number of times. This allows ads with lower clickthrough rates and conversion rates to show more often, so this option could result in a lower average position or fewer clicks and conversions. Frequency capping Frequency capping limits the number of times your ads appear on the Google Display Network to a unique user. Please note, this is not the same as Delivery method(advanced), which can be found under the bidding and budget section of your account. Google state"Budget Delivery Options Choose either standard or accelerated delivery for your daily budget to determine how quickly your ads are shown each day if your campaign is limited by budget. Standard delivery distributes your budget throughout the day to avoid reaching your budget early on. This option is recommended to help you reach your audience throughout the day, rather than just in the morning. Accelerated delivery displays your ads as quickly as possible. If your campaign is limited by budget, your ad might stop running earlier in the day. Which of the following ad delivery methods are legitimate? Standard Correct answer selected Default Express Accelerated Correct answer selected You may choose standard or accelerated delivery, your ads will either show periodically throughout the day or as often as possible until you have reached your daily budget. An ads position can not be locked out of top position purely on price. True Correct answer selected False Google Ads uses a ranking systen that includes CPC/CPM bids, relevant ad text, good CTR and relevant landing page. An ad is never locked out of top position purely on price. The criteria by which an ad is ranked is the same for both the search and Display network. True False Correct answer selected Ad rank for the search network is calculated from its CPC and quality score. Whilst, the ad rank for Display network ads is calculated on its content bid and quality score. If an advertiser has set the daily budget lower than the recommended amount, what will happen to the ads? The ads may run intermittently throughout the day. Correct answer selected The ads will stop showing altogether until the daily budget is altered. Your campaign will not be validated. Your account will not be validated. If an advertiser has set the daily budget lower than the recommended amount, the ads may run intermittently throughout the day so that they will not stop showing. Your minimum bid is the minimum amount assigned to a keyword and is based on your_____. quality scoring Correct answer selected daily budget location maximum bid Your minimum bid is the minimum amount assigned to a keyword and is based on your quality score. It is also usually the least amount you can pay for your ad to show. What is meant by the term 'Bid'? The amount your prepared to pay per click The amount your prepared to pay per thousand impressions The amount your prepared to pay per acquisition All of the above Correct answer selected The term 'Bid' is the amount your prepared to pay per click, per thousand impressions or per acquisition. Which of the following bidding options would be best if you want to maintain control over your maximum Costper-click bids? Manual bidding Correct answer selected Controlled bidding Automatic bidding Optimized bidding Google states• "Automatic bidding: You set a daily budget, and AdWords works to bring you the most clicks possible within that budget. If you like, you can set a CPC bid limit to ensure the AdWords system doesn't bid more than a particular amount. Manual bidding: As with automatic bidding, you pay only when someone clicks on your ad. However, this option lets you control your own maximum CPC bids. You can set bids at the ad group level, or for individual keywords or placements." Which of the following is a useful tool for adjusting your bids to different times of the day, or days of the week? Position preference tool Demographic bidding tool Ad Scheduling tool Correct answer selected Ad Date Rotation tool Google states"Ad scheduling: a tool for adjusting your bids for different times of day or days of the week. Ad scheduling lets you control the days and times your AdWords campaigns appear." Which of the following is NOT true about Ad Scheduling? Ad scheduling is based on account time zone Ad Scheduling lets you set different bid multipliers for different times of the day and the week Ad scheduling can be set to the time zones of the countries you have targeted in your campaigns Correct answer selected Your overall budget will not change whether you enable Ad Scheduling or not Google states"Ad scheduling: a tool for adjusting your bids for different times of day or days of the week. Ad scheduling lets you control the days and times your AdWords campaigns appear. In an advanced mode it also lets you set different bid multipliers for different times of the day and the week. The bid multiplier (10% to 1000% of the original CPC) affects all ads in the campaign, including ads with separate search and Display Network bids. When the multiplier time period is over, your campaign will revert to your normal campaign bids. Ad scheduling is more effective than manual operations of the same type - it's fully automated and you don't experience any delays as you might with manual status changes and bid adjustments. You may create up to six time periods per day, each with its own bid multiplier entry. Ad scheduling is based on account time zone. Ads will appear during the hours shown in your account, not in the time zone of the regions you have targeted. Ad scheduling doesn't change your daily budget. Your overall budget remains the same whether or not you enable ad scheduling." It is possible for the AdWords system to deliver a percentage more clicks than your daily budget calls for. What percentage is this? 5% 20% Correct answer selected 15% 25% Google states"On any single day, the AdWords system may deliver up to 20% more clicks than your daily budget calls for. This helps make up for other days within the same billing period in which your daily budget is not reached due to variations in search patterns." If your budget is £15 per day and you're charged for a 30 day billing period, what is the maximum you would expect to pay per month for your campaign? £450 Correct answer selected £425 £475 £430 Google states"Our system makes sure that in a given billing period, you're never charged more than the number of days in that billing period times your daily budget." Which Two of the following are delivery methods you can use for your AdWords campaign? Accelerated Correct answer selected Rapid Standard Correct answer selected Optimized Google states"You can also specify whether you want to use standard delivery or accelerated delivery. This choice will affect how quickly your ads are shown each day, but in each case your selected budget will apply. • Standard delivery: We'll spread your ad impressions across the day to make sure you don't accrue all of your clicks early on. If your budget is set below the system-recommended budget, your ads may not receive all possible impressions. Accelerated delivery: We'll display your ads as often as possible until your budget is reached. If your budget is set below the system-recommended budget, your ads may not receive all possible impressions." How many times in any single day are you allowed to change your daily budget amount per campaign? Unlimited 5 10 Correct answer selected 20 Google states: "If you'd like to try different budgets for your campaign, keep in mind that you may change your daily budget for each campaign a maximum of ten times in a single day." Which of these is not a factor that is taken into consideration when calculating quality score for the search network? Ad text relevance A high CPM bid Correct answer selected Landing page quality Historical keyword performance Google states- “Ranking on the Search Network: Ads are ranked on search pages based on a combination of the matched keyword's CPC bid and Quality Score. Quality Score is determined by the keyword's click-through rate (CTR) on Google, relevance of ad text, historical keyword performance, landing page and other relevancy factors. Having relevant keywords and ad text, a high CPC bid and a strong CTR will result in a higher position for your ad.” Which of these is not a factor that is taken into consideration when calculating ad rank for the display network? Ad group default bid Ad text relevance Correct answer selected Landing page quality Ads historical performance Google states“Ranking on the Display Network: Ads are ranked on Display Network pages based on the ad group default bid (when there aren't more specific bids that apply), the ad's past performance on this and similar sites, and the landing page quality. However, if you've set a Display Network bid or a bid for a specific placement, these will overrule the ad group default bid when your ad runs on the Display Network or the placement that you've selected. These more specific bids affect your ad rank, so you might consider increasing bids for placements on which you'd like to rank higher.” In your AdWords account you can find a recommendation of a daily budget for your campaigns, this budget recommendation is calculated as a guide to giving your ads maximum exposure with your keywords. Which of the following is not true of daily budget recommendations? Included in an analysis is the past month of your campaigns performance Correct answer selected The daily budget recommendation is based on recent performance Daily budget recommendations are optional An estimate is made of a new budget that can increase your received ad impressions Google states“To help guide your budget choice, Google calculates a recommended daily budget for each campaign. This recommendation is the daily budget that is necessary for your ad to appear as frequently as possible for your keywords. The recommended daily budget includes a detailed budget analysis of your campaign performance, typically from the past 15 days. Based on your recent performance, our system can estimate how a new budget amount can affect the number of ad impressions that you could receive. The recommended amount can vary based on your current budget, your recent campaign performance, keyword list and targeting settings. Here's a basic idea of how your recommended amount is calculated: • Determining your total potential impressions • Comparing potential impressions with your recent performance and costs • Combining daily estimates • Tempering recommended amounts to allow for testing A higher budget can increase how often your ad is shown, which can result in more opportunity for clicks and conversions. However, setting your daily budget to the amount that we recommend is entirely optional. You're always in full control of your AdWords account.” Which of the following statements are true of ad scheduling? You can expect your ads to show for the appropriate time zone of your targeted regions You can use bid multipliers for different hours and days of the week Correct answer selected You can expect your ads to show based on the time zone of your account Correct answer selected Your ads with separate search and display network bids will not be affected by the bid multiplier Google state“Ad scheduling: a tool for adjusting your bids for different times of day or days of the week. Ad scheduling allows you to control the days and times when·your AdWords campaigns are shown. In an advanced mode, it also lets you set different bid multipliers for different times of the day and the week. The bid multiplier (10% to 1000% of the original CPC) affects all ads in the campaign, including ads with separate search and Display Network bids. When the multiplier time period is over, your campaign will revert to your normal campaign bids. Ad scheduling is more effective than manual operations of the same type - it's fully automated and you don't experience any delays as you might with manual status changes and bid adjustments. You may create up to six time periods per day, each with its own bid multiplier entry. Ad scheduling is based on account time zone. Ads will appear during the hours shown in your account, not in the time zone of the regions that you have targeted. Ad scheduling doesn't change your daily budget. Your overall budget will remain the same whether you enable ad scheduling or not.” When might you consider increasing your daily budget? When CTR is below 1% when your ads are not receiving as much of the impression share that they could be Correct answer selected When you have added extra funds to the account using pre pay billing When your daily budget has not yet been met If your budget is too low, then your ads won't be displayed as often as they could be, and hence your competitors will get a bigger share of the impressions. Google State:"Setting your daily budget to the recommended value will maximize your ad's visibility and activity throughout the entire day. If your daily budget is lower than the recommended amount, your ads may not appear every time they otherwise could" An advertiser receives a message saying that they are missing an estimated 20% of total impressions for their widget campaign, and recommends that they increase their daily budget from £100 to £120. The recommended amount can vary based on: average CPC recent campaign performance Correct answer selected average ad position ad text Recent campaign performance needs to be analysed to give projected budgets etc. Google State:"The recommended daily budget includes a detailed budget analysis of your campaign performance, typically from the past 15 days. Based on your recent performance, our system can estimate how a new budget amount can affect the number of ad impressions you could receive. The recommended amount can vary based on your current budget, your recent campaign performance, keyword list, and targeting settings." An MDS account allows a client manager to _____. set budgets at ad group level be billed via one manager order-level monthly invoice for all accounts Correct answer selected use pre pay billing directly integrate AdWords data with Google analytics You get billed directly with one monthly invoice for all accounts. Google State:"Manager Defined Spend (MDS) is a simple way for My Client Center (MCC) account-users to control their managed accounts' budgets. If you decide to move some or all of your managed accounts to MDS, you'll be able to create and modify these accounts' budgets instantaneously via your MCC dashboard. Additionally, you'll be billed for these accounts via one Manager Order-level monthly invoice." Which of the following is not a tip for setting budgets? The number of keywords you use will determine your budget Correct answer selected Budgets are set at campaign, not account level. Campaign level budgets can only be changed a maximum of 10 times a day Bids are the primary way to control ad spend You could have a huge number of keywords with very low search volume which would use very little of your budget, so it does not help in determining your budget. Google State:"Here are a few tips to keep in mind when you set your daily budget: • Keep your total account spend in mind when specifying your campaign budget. Your daily budget applies to individual campaigns, not your total advertising spend. For example, if you have three ad campaigns, each with US$5.00 daily budgets, your average spend may be US$15.00. • Think of your bids in addition to your budget. Your bids are the primary way to control your advertising spend. • If you'd like to try different budgets for your campaign, keep in mind that you may change your daily budget for each campaign a maximum of ten times in a single day. In addition to your budget and bids, you can optimize your campaign to control your advertising spend. If you find that you're using up your budget before the end of the day, you can optimize your ads and keywords to ensure your ad receives more targeted traffic and shows throughout the day." Which of the following tools does not help an advertiser control budgets/costs? Conversion optimiser Ad scheduling Traffic estimator Correct answer selected Automatic bidding Traffic estimator has nothing to do with budgets or controlling costs on an ongoing basis. Google State:"Tools for Managing AdWords Costs: In addition to giving you full control of your budget, AdWords offers several tools that can further help you manage your advertising costs. Automatic bidding: This bidding option enables you to specify a target daily budget for your campaign and let AdWords adjust your maximum CPC bids to maximize the clicks you get for that target budget. If your goal is to hit a particular advertising budget, this bidding option is the simplest way to reach your goal. Ad scheduling: To ensure your ads appear only at particular times of day, you can use ad scheduling to choose specific days and times for your ads to show Conversion Optimizer: This bidding option uses your AdWords Conversion Tracking data to get you more conversions at a lower cost. It optimizes your placement in each ad auction to avoid unprofitable clicks and gets you as many profitable clicks as possible." An advertiser can change budgets at the: keyword level ad group level ad variations campaign level Correct answer selected Budget can only be set at campaign level. A higher budget can not result in _____. ads being shown more often ads receiving more impressions less opportunity for clicks and conversions Correct answer selected ads stop showing even earlier in the day Usually (but not always) a higher budget results in more impressions, more clicks, more opportunity. It can't reduce opportunity for anything. Which of the following statements is true of delivery methods? Standard delivery only works on the display network Standard delivery is guaranteed to never exceed the daily budget Accelerated delivery may cause your ads to stop showing earlier in the day Correct answer selected Accelerated delivery makes your ads appear higher in the search results Accelerated shows you ads as quickly as possible, standard spreads them more evenly over the course of the day. NB if you budget is high enough then there should be no difference in the 2 delivery methods. An MCC client manager is using MDS (manager defined spend). This allows them to: automatically adjust daily budgets to meet a monthly amount change budgets only on accounts where they have administrative access be billed for these accounts via one manager order-level monthly invoice Correct answer selected pay using pre pay billing It is primarily for consolidated billing purposes. Google State:"For My Client Center (MCC) accounts, AdWords offers Manager Defined Spend (MDS). This is a simple way for MCC account users to control their managed accounts' budgets. If a client manager moves all of their managed accounts to MDS, the client manager can create and modify these accounts' budgets instantaneously via their MCC dashboard. Additionally, the client manager will be billed for these accounts via one Manager Order-level monthly invoice. " The daily budget on any one campaign may be exceeded by the following amount in any single day: 10% 20% Correct answer selected the daily budget can never be exceeded this can vary depending on CTR You can never go over budget in any one day by more than 20%. Google State:"On any single day, the AdWords system may deliver up to 20% more clicks than your daily budget calls for. This helps make up for other days within the same billing period in which your daily budget is not reached due to variations in search patterns. (Days in which your daily budget is not reached may include partially paused days.) However, our system makes sure that in a given billing period, you're never charged more than the number of days in that billing period times your daily budget. For example, if you budget US$10 per day, and you're charged for a 30-day billing period, the maximum you would pay is US$300. " Which tool allows advertisers to get the most traffic for a given budget? Insights for search Google analytics AdWords optimizer Automatic CPC bidding Correct answer selected It's one of the campaign settings options. The others have nothing to do with budget or else don't exist. 06. Policies and Ad Quality Topics Which of the following statements is not true of Google search results and ads, regarding ad relevancy and quality? Google measures relevancy for search and ads in the same way Correct answer selected With search results, relevancy and ranking are automatically determined by over 100 factors, including the PageRank algorithm With AdWords ads, the most important factor in relevancy and ranking is the ad content The more relevant the ads are, the more likely users are to click on your ads AdWords measures relevancy for search and ads differently. With search results, relevancy and ranking are automatically determined by over a 100 factors, including the PageRank algorithm. With AdWords ads, the most important factor in relevancy and ranking is the ad's quality, called the Quality Score. You should aim for a high quality score because the __ your Quality Score, the __ your costs and the __ your ad position. lower, higher, better lower, higher, lower higher, lower, better Correct answer selected higher, higher, higher The higher your Quality Score, the lower your costs and the better your ad position. __ is not considered when determining your Quality Score for Google and the Search Network. CTR Ad text and keywords Landing page relevance CPC Correct answer selected Your ads cost per click is not a factor of a keywords quality score. Google state"Quality Score for Google and the Search Network While we continue to refine our Quality Score formulas for Google and the Search Network, the core components remain more or less the same: • The historical clickthrough rate (CTR) of the keyword and the ad on Google. Note that CTR on the Google Network only ever impacts Quality Score on the Google Network -- not on Google • Your account history, which is measured by the CTR of all the ads and keywords in your account • The historical CTR of the display URLs in the ad group • The quality of your landing page • The relevance of the keyword to the ads in its ad group • The relevance of the keyword and the ad to the search query • Your account's performance in the geographical region where the ad will be shown • Other relevance factors Note that there are slight variations to the Quality Score formula when it affects ad position and first page bid: • When calculating ad position on a Search Network placement, Quality Score considers the CTR on that particular Search Network placement. For calculating first page bid, Quality Score doesn't consider the ad or search query, since this estimate appears as a metric in your account and doesn't vary per search query." What could an advertiser do to increase the Quality Score of a low-performing keyword? Repeat the keyword several times on the landing page. Add the keyword to the ad text. Correct answer selected Increase the daily budget for the relative campaign. Delete the keyword and then add the keyword to the campaign again. One of the ways in which Quality score is determined is by checking the relevance of the keyword to the ads in its ad group. So, always make sure the keywords and the ad text are aligned. An advertiser has recently made changes to the layout of a landing page because it had been given a low landing page quality rating. The advertiser then notices that the Quality scores for many of the keywords in that ad group have increased. How could the advertiser explain this increase? The system determined that the landing page of the advertiser's competitor is of too low quality. The AdWords system revisited the landing page and has now determined it to be of a higher quality than before. Correct answer selected The advertiser excluded AdWords visits to the landing page as part of the ammendments. The advertiser's ranking in the Google search index has recently increased. It's important to improve the quality of a landing page because it can help you gain the trust of your customers and, it can also make it easier for visitors to make a purchase/sign up as well as increase your overall Quality Score and lower your cost-per-clicks (CPCs) What will happen to your Google AdWords campaign if you have a poor quality landing page? Keywords in the ad group will be paused. Your entire campaign will be paused. Keywords in the ad group will have a lower quality score. Correct answer selected Ads in the ad group will be disapproved. Keywords that have very low Quality Scores, means they're not likely to trigger ads. What is the benefit of ranking ads based on their Quality score and their maximum CPC? Advertisers with high maximum CPC will show in higher positions than their lower-spending competitors even when they Advertisers with high Quality Scores and a low maximum CPCs can still have their ads show in higher positions than higher-spending competitors with a lower quality score. Correct answer selected Advertisers can bid high to automatically raise the Quality Scores. Advertisers are able to buy placements above the natural search results. The higher your Quality Score, the higher your ad will be ranked and the lower your costs will be. If you want to achieve the top ad position which of the following would improve the likelihood of top ad position? Improve Quality Score and increase maximum CPC. Correct answer selected Improve CTR and increase daily budget. Improve Quality Score and increase conversion rate. Improve CTR and increase cost per conversion. In general, the higher your Quality Score, the lower your costs and the better your ad position. Based on Google’s advertising policies, which line of ad text would be disapproved? Free delivery. Best of the web- click here. Correct answer selected Want fast results? Fast, easy, effective. This ad line breaks two editorial policies. Ad text cannot contain comparative or subjective phrases such as "Best", Also certain 'call-to-action' phrases cannot appear in the ad text if they are not descriptive of the product, service, or website e.g a generic phrase like 'click here' would not be allowed. When determining your Ad Rank, how often is Quality Score calculated for keywords in a Google AdWords account? Every time the keyword matches a search query. Correct answer selected Every time the keyword receives a click. Every 24 hours. Every 48 hours. Quality Score is calculated every time your keyword has the potential to trigger an ad. Why is it beneficial to test multiple text ads in each ad group? Two ads from the ad group could show to a user on the same results page. Quality score is positively affected. Correct answer selected Ad rotation automatically rotates ads in an ad group and shows the highest performing ad more often. The system automatically chooses the most relevant destination URL on the advertiser's website for each ad. Compelling ad text can drive relevant traffic to your website and attract the type of users you'd like to turn into customers. Experimenting with different offers and call-to-action phrases to see what's most effective for your advertising goals will potentially bring you a better quality visitor increasing your CTR and Quality score. The following sentance is a statement on ad rotation, and is not the appropriate answer for this questionAd rotation automatically rotates ads in an ad group and shows the highest performing ad more often. This question is very similar to a question in the actual exam, it is a difficult question! New advertisers may feel that they are unable to compete with large-budget organisations in an ad auction. How does AdWords support the smaller budget advertiser? The Quality Score of a keyword helps determine the ad position Correct answer selected The maximum CPC of a keyword helps determine the ad The daily budget helps determine how frequent an ad is shown on a daily basis The ads Relevancy score helps determine how often an ad is shown on a daily basis In general, the higher the Quality Score, the lower the costs and better the ad position. This rewards the advertiser for having relevant ads How does Google AdWords reward advertisers for having a good Quality Score? By showing the relevant ad on all queries. By placing the relevant ad in a better position. Correct answer selected By placing/adding them into the natural search results. By allowing them to add a "top ads" badge to their advert. In general, the higher the Quality Score, the lower the costs and better the ad position. This rewards the advertiser for having relevant ads. Your first page estimate is based on the keyword’s Quality Score and: past average first page bid estimate. current advertiser competition. Correct answer selected past average CPC. current analytic information. First page bid estimates are intended to give you greater insight with which to plan your bidding strategy, but are based on the keyword’s Quality Score and current advertiser competition. Complaints regarding Copyright may be communicated via which of the following? Postal service Correct answer selected Fax Correct answer selected Online form Correct answer selected Telephone Copyright complaints should be sent via post, fax, or online form. Google StatesYou can file a notice of infringement with us through our online form. Submitting a notice online ensures the quickest handling and processing of your request. Googles Copyright policy applies to _____. ads and website content Correct answer selected ads and search results ads, search results and group postings ads, search results, group postings and emails Googles Copyright policy applies to the content of your ad and your website. Google will start an investigation into copyright infringement when _____. the appropriate documentation has been completed and received by Google Correct answer selected when the Google system automatically detects an infringement a member of the Google team receive a telephone call of complaint a member of the Google team receive an email of complaint The appropriate documentation must be received, signed and completed on letter headed paper. Complaints regarding trademarks may be communicated via which of the following? Postal service Correct answer selected Fax Correct answer selected Email Correct answer selected Telephone Trademark complaints should be sent via post, fax or email. When Google receives a complaint regarding the use of US/UK/Ireland/Canada trademarks, they will investigate the claim against ad text and the keywords. True False Correct answer selected US/UK/Ireland/Canada trademark owners may complain about use of their trade marks within ad text only When Google receives a complaint regarding the use of US/UK/Ireland/Canada trademarks, they will investigate the claim against ad text and not the keywords. True Correct answer selected False US/UK/Ireland/Canada trademark owners have the right to complain about use of their trade marks within ad text and not keywords. Which of the following are not trademarks owned by Google? Logitech Correct answer selected AOL Correct answer selected Orkut Keyhole PageRank Trade marks that are currently owned by Google include Orkut, Keyhole, PageRank, Google, Froogle and Gmail Google ads will be disabled if the text includes any spelling mistakes. True False Correct answer selected Google allows certain common spelling errors in ad text Any free offers mentioned in ad text must be clearly and accurately supported ___. within 1-2 clicks of the landing page Correct answer selected within 3-4 clicks of the landing page on the homepage on the landing page Any free offers mentioned in ad text must be clearly and accurately supported within 1-2 clicks of the landing page Any special discounts mentioned in ad text must be clearly and accurately supported ___. on the homepage on the landing page within 1-2 clicks of the landing page Correct answer selected within 3-4 clicks of the landing page Any special discounts mentioned in ad text must be clearly and accurately supported within 1-2 clicks of the landing page. Any specified prices mentioned in ad text must be clearly and accurately supported ___. on the homepage on the landing page within 1-2 clicks of the landing page Correct answer selected within 3-4 clicks of the landing page anywhere on the site Any specified prices mentioned in ad text must be clearly and accurately supported within 1-2 clicks of the landing page An ad making a competitive claim has to be verified by the mentioned competitor. True False Correct answer selected It is acceptable to include a competitive claim in your ad text if it can be supported on the landing page. The use of charts or tables is permitted to supported the claim, and verification by the competitor is not necessary. Superlative claims like 'the best on the web' ___. should never be used can be used when backed by a third party Correct answer selected can only be used for a month after the claim has been made can only be used for year after the claim has been made Superlative claims like 'the best on the web' can be used when backed by a third party, but the verification must be displayed clearly on the website. Which of the following description lines are not acceptable under editorial policy? Cool shoes. BUY NOW Correct answer selected Cool shoes. Buy Buy Buy Correct answer selected Cool shoes 4 U Correct answer selected Buy cool shoes A word can not be completely written in capital letters. Repetition should not be used. Numbers and letters should not be used in place of words. Which of the following description lines are acceptable under editorial policy? C-o-o-l-s-h-o-e-s. Buy now Cool shoes.Buy now Cool Shoes, Buy now !!! Cool shoes. Buy now! Correct answer selected Cool shoos. Buy now. Spacing should be appropriate between each word, and after punctuation. An ad can only contain one exclamation mark in total. Spelling must be correct, except for popular misspellings. How many companies can have the same display URL? One Correct answer selected Two Three Unlimited Google allows one ad to be served at a time for affiliates of the parent company sharing the same display URL. Which of the following rules regarding your destination URL is true? It must link to a working website Correct answer selected Pop-up windows are acceptable It can be linking to a site that is under construction It can use certain other programmes other than a browser to view the information Pop-up windows are unacceptable as they are distracting and lead to a poor user experience. The destination URL must contain no more than 1024 characters. The back button must always be working and allow customers to return to the page they came from within one or two clicks. It is perfectly acceptable for the Display URL and Destination URL to not belong to the same root domain e.g the destination URL can be www.ManagementTutor.com, but the display URL be www.adwords.google.com True False Correct answer selected The display URL has to accurately represent the destination of the user Quality score is determined by your keywords CTR (click through rate), plus which of the following? Relevance of your ad to your destination page and your minimum bid Relevance of your ad to your landing page and your maximum bid Relevance of your ad text, keywords and landing page Correct answer selected None of the above Google determine your keyword quality score based on your keywords CTR on Google and the relevance of your keywords, ad text and landing page. Google state"Quality Score is based on your keyword's click-through rate (CTR); the relevance of your ad text, keyword and landing page; and several other factors. A Quality Score is calculated every time your keyword matches a search query - that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords' actual cost per clicks (CPCs) and ad position. In general, the higher your Quality Score, the lower your costs and the better your ad position. This rewards you for having relevant ads." When designing your ad, what is Google's guideline for editorial and Format policies when including prices, discounts or free offers in your advert? The offer, discount or price must be clearly displayed within 1-2 clicks of your landing page Correct answer selected The offer, discount or price must be clearly displayed within 3-4 clicks of your landing page The offer, discount or price could have expired but you can still use it to gain extra clicks The offer, discount or price can be subject to change at any time Google states"Prices, Discounts, & Free Offers: If your ad includes a price, special discount, or free offer, it must be clearly and accurately displayed on your website within 1-2 clicks of your ad's landing page." Which of the following is NOT a reason for Google screening products to check they are in accordance with their screened product policies? To check legal regulations and restrictions To check the ad doesn't lead to a negative user experience To check the ad does not violate Googles values or policies To check the ad is targeted at the correct audience Correct answer selected Google states"Ads that don't comply with our policies won't run until the necessary changes have been made. Please keep in mind that the application of our policies will always involve an element of discretion, and we reserve the right to reject or approve any ads. Ads and keywords are screened for products that: • may be subject to legal regulations and/or restrictions • may contribute to a negative user experience • may be contrary to Google's values or policies Below is a small sampling of products and services that we currently monitor. For a full list, see the AdWords content policy in its entirety." Which of the following is acceptable text in accordance with AdWords Editorial policies? Deal Deals Deals Great deals here Correct answer selected Bargains!!!! Click here for deals Google states• Spacing: You should have appropriate spacing between each word and after punctuation. For example, "C-h-e-a-p C-l-o-t-h-e-s" would not be allowed. Similarly, "Free Shipping.Buy Now" would also not be allowed. • Punctuation & Symbols: Punctuation cannot be used to attract a user's attention. It should not be unnecessary or repeated two or more times in a row. In addition, your ad title cannot contain an exclamation point, and an ad can contain only one exclamation point in total. Furthermore, all symbols, numbers, and letters must adhere to their true meaning; you may not use them in place of words. For example, "We have a huge selection 4 U online!" is violating this policy because "4" and "U" are replacing words. • Repetition: Repetition should not be used in a gimmicky manner or for the sake of promotion. Specifically, the same word cannot be repeated three or more times in a row. For example, an ad with the title "Deals, Deals, Deals Here" would not be allowed. The ad title should be replaced with a phrase like "Amazing Deals Here" to comply with this policy requirement. • Inappropriate Language: Ads, including the display URL, cannot contain language that may be considered inappropriate or offensive to some users. This also applies to misspellings, self-censored, or other variations of inappropriate language. • Unacceptable Phrases: Certain 'call-to-action' phrases cannot appear in the ad text if they are not descriptive of the product, service, or website. For example, a generic phrase like 'click here' would not be allowed. An example of a good 'call-to-action' phrase would be 'Order Your Online Contacts Today' because it is representative of the product and the site content. Superlative Claims: Superlatives are words that emphasize superiority. In the interest of making sure users feel they are being treated in an honest, credible manner, your ad text cannot contain comparative or subjective phrases such as "Best" or "#1" unless verified by a third party. This verification must be clearly displayed on your website. For example, if an ad claims to be the "Best of the Web," the site must display third party verification of the claim. A Forbes Magazine seal indicating this site received a best of the web award would be acceptable, and the ad would comply with this policy What is a copyright? A set of exclusive rights granted to the author or creator of an original work, including the right to copy, distribute and adapt the work Correct answer selected A right to copy another persons designs and ideas A person who issues ideas to others to develop A format of advert writing Google States"A copyright is the legal right granted to an author, composer, playwright, or publisher to exclusive publication, production, sale, or distribution of a literary, musical, or artistic work." How often is your quality score calculated? Every time your keyword matches a search query Correct answer selected Every time you make a conversion Once a day Ten times a day Google states"Quality Score is based on your keyword's click-through rate (CTR); the relevance of your ad text, keyword, and landing page; and several other factors. A Quality Score is calculated every time your keyword matches a search query -- that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords' actual cost-per-clicks (CPCs) and ad position. In general, the higher your Quality Score, the lower your costs and the better your ad position. This rewards you for having relevant ads." On the display network, which one of the following options is used for calculating quality score for a campaign using cost-per-thousand-impression (CPM) bidding? Historical CTR Daily budget Landing page quality Correct answer selected Relevance of ads and keywords Explanation: Google states"If the campaign uses cost-per-thousand-impressions (CPM) bidding, Quality Score is based on: The quality of your landing page" What is 'Website Optimizer'? A good method of account management is to regularly optimize your website A section in the google learning material advising you how to get the best results from your website A free tool that allows you to test different versions of your website Correct answer selected A free to down load report in My client centre Explanation: Google states"Website Optimizer is a free tool that lets you test different versions of your website. You'll be able to see which version best attracts users and yields the most conversions (e.g., purchases or registrations)." When constructing your ad, which of the following are best practices for improving your quality score? Creating tightly themed ad groups Correct language and location targeting Including a strong call-to-action All of the above Correct answer selected Google states"To ensure the best value from your AdWords advertising, we recommend reviewing your Quality Scores frequently and, when they're low, working to improve them. Here are a few tips to improve Quality Score: Create tightly themed ad groups Target appropriate locations and languages Write descriptive ads Evaluate your site design. 11. Performance Monitoring and Conversion Tracking Your Quality score is used to evaluate the relevance of your keywords. Which of the following options is not a factor in calculating your Quality Score? CTR on Google Ad text relevance Landing Page Placements on Google Correct answer selected Google States"AdWords uses a dynamic variable called 'Quality Score' to evaluate keyword relevance. Quality Score is based on your keyword's click-through rate (CTR) on Google; the relevance of your ad text, keyword and landing page; and several other relevance factors. " A quick method of establishing that your keywords in your account are triggering your ads is to: view the status column on the keywords tab Correct answer selected run a keyword diagnostic report type the keywords you wish to check in to Google Search run a campaign management report Google States"To analyse your account performance quickly, use the following resources: Keyword Status: View the 'Status' column on the 'Keywords' tab in your account. Your keyword status indicates whether or not your keyword is triggering ads to appear on search results pages Keywords in your account can all be identified by a 'state'. Which of the following options is not a keyword State? Paused/Deleted Disapproved Pending Review Correct answer selected Eligible Google States"Each of your keywords (except any negative keywords) is identified by a keyword state. Here's the full breakdown: Eligible: Eligible keywords are able to trigger ads. You may see the following two notes beneath the 'Eligible' status: • Bid is below first page bid estimate of ____: This will appear if your keyword's cost-per-click (CPC) bid doesn't meet the amount likely to place your ad on the first page of Google web search. • Ads are rarely shown due to low Quality Score: This will appear if your keyword's Quality Score is very low and preventing your ad from accruing much traffic. In this case, we recommend following these optimisation tips to improve your Quality Score. Disapproved: These keywords don't comply with our Editorial Guidelines or Content Policy and won't trigger ads until you correct the problem. Paused/Deleted: These are keywords that you've paused or deleted. They won't enter the ad auction and therefore won't trigger your ads. You may also see a status related to your campaign or ad group. For example, a status might indicate that a keyword is not triggering ads because it's contained in a campaign or ad group that is not currently active. For example, if a campaign is paused, all of the keywords in that campaign will show the status 'Campaign paused' to let you know that the keywords aren't active for that reason." You want to see at a glance how your Search network campaign is performing. Where is the best place to check this? View the CTR column on the Campaigns tab Correct answer selected Run a keyword performance report View the Ad Impressions column on the campaigns tab Check your Analytics account Google States"An easy way to spot whether or not your AdWords campaign is performing poorly in the Search Network is to check your CTR. A low CTR can indicate poor performance on Google.com and other Search Networks." You wish to monitor the progress of your campaigns. Which of the following options is not a recommended way to do this? Campaigns tab> Reports Google Analytics Conversion Tracking AdWords API Correct answer selected Google States"For more in-depth performance tracking, we suggest that you create reports on the Campaigns tab, or set up conversion tracking and Google Analytics." You have noticed in your account that there is an overlap between your regular keywords and your negative keywords. What is the best action to take? Do nothing, keywords don't conflict Remove all keywords from account Delete all negative keywords from account Remove duplicates, choose suitable match type Correct answer selected Google States"To ensure that negative keywords aren't cancelling your regular keywords from showing, review the negative keywords and make changes where necessary. This will allow your keywords to show your ad Your negative keywords will prevent your regular keywords from showing, if your negative keywords and your regular keywords overlap. True Correct answer selected False It is very important not to have overlap on your regular keywords and negative keywords. The negative keywords will always stop your regular keywords from displaying. How many ads will Google show for an AdWords account if its different ad groups contain duplicate keywords? 1 Correct answer selected 2 5 10 Google States"Avoid duplicate keywords across ad groups. Google shows only one ad per advertiser on a particular keyword, so there's no need to include duplicate keywords in different ad groups or campaigns. Identical keywords compete against each other, and the better-performing keyword triggers your ad." Which of the following options is not a best practice when optimising your website for conversions? Use The Website Optimizer Direct users to your homepage Correct answer selected Focus on user experience Using highly relevant and targeted keywords Google States"Point users to the right landing page. Typical internet users decide quickly whether to stay on a website or move on to another. When users click on your ad, they should arrive at a landing page clearly displaying the information or product offered in your ad. If users don't immediately find what prompted them to click on your ad, they're more likely to leave your site without converting. Evaluate your site design. Take a close look at your site's overall layout and functionality. Sites that are attractive, easy to navigate, and informative tend to be more profitable. You might consider using Google Analytics to get a better idea of how well your site is working. Test your way to effective site content. Rather than just guessing what webpage content will lead to the most conversions, we encourage you to try Website Optimizer. This tool enables you to test different versions of your site content such as text, images, and layout on your landing page or any other webpage. The results will show what's most effective in increasing conversions on your page and boosting your return on investment. Keep the user experience in mind. As you design or redesign your landing page and website, make the user experience a high priority. For example: • Place important information and images on the top left, where the eye naturally goes first. • Help people get what they want in three clicks or fewer. • Cut out popups and popunders. Create a simple process for users to complete transactions. In order to track your account performance and conversions you will need to: track your customers activity on your site Correct answer selected get your ad ranking in position 1-3 place a different tracking code on every product in your site get your quality score rating above 7 Google State:"With more data about your customers, you can make better decisions about how to run your business. For example, if it's determined that a particular product on your site is very popular, you can invest more money into bidding competitively for keywords that lead to more traffic and conversions for that site. " _______ ________ is a dynamic variable used to evaluate keyword relevance. Smart Pricing Quality Score Correct answer selected Page Rank CTR 'Quality Score' is a dynamic variable used to evaluate keyword relevance and is based on several factors including CTR, ad text, keywords, landing page etc... Your Quality score does not influence: actual CPC first page bid estimates the Default Max. CPC Correct answer selected if a keyword is eligible to enter the ad auction Google State:"A Quality Score is calculated every time your keyword matches a search query - that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords' actual cost-per-clicks (CPCs) and the first page bid estimates that you see in your account. It also partly determines if a keyword is eligible to enter the ad auction that occurs when a user enters a search query and, if it is, how high the ad will be ranked. In general, the higher your Quality Score, the lower your costs and the better your ad position." Your Quality Score can fluctuate often. A reasons for this would most likely include: a new ad being added to an adgroup a change to the geographical settings an increase in daily budget competitors ad placement Correct answer selected A keywords Quality Score is based on your keyword's CTR on Google; the relevance of your ad text, keyword, and landing page; and several other relevance factors. If you suddenly find yourself with a lower CTR because a competitors ad is receiving more clicks than yours, then your CTR will be lowered, thus changing your Quality Score. For an in depth analysis of performance tracking Google recommend that you: view the CTR column on the Campaigns tab run a keyword performance report view the Ad Impressions column on the campaigns tab set up and check your Analytics account Correct answer selected Google recommend that for more in-depth performance tracking that you set up conversion tracking or Google Analytics. What is the most effective way to increase a very low Quality Score? Increase the keywords bid Increase your daily budget Work through optimising your keywords Correct answer selected Set up a new campaign with new keywords Google state:"If your keyword's bid doesn't meet the first page bid estimate and its Quality Score is very low, the Status column of the Keywords tab in your account will read 'Low Quality Score.' Neither the Status column nor the Keyword Analysis field will show the First Page Bid estimate. This is to emphasize the importance of improving your keyword's Quality Score through optimization rather than increasing its bid. Optimization will save you money, plus help ensure the quality of the AdWords program and the overall user experience. If your Quality Score improves, you're likely to see a low First Page Bid estimate. " All Google partners have the same standard requirements for displaying Google Ads. True False Correct answer selected Google States:"For ads to show on partner sites the ads must meet partner requirements, which vary" When targeting different languages, Google refers to which of the following settings to show relevant ads? Language settings on the user's PC Language settings on the user's web browser Location targeting The Google interface language for that user Correct answer selected Google StatesLanguage targeting lets you reach an audience that speaks one or multiple languages. Because people speak many different languages in many different locations, language targeting gives you a good way to reach your users even if they're located in non-native areas. For example, if you sell Spanish books, you can choose to target your ads to the Spanish language. When we detect that a user speaks Spanish (based on their Google interface language setting), we'll display your ad. What could be a possible reason for you not seeing any of your ads, even though they are running with no errors and you have not yet reached your daily budget? You have not included your own country in the list of targeted countries Correct answer selected You have reached your daily budget Your Quality score is too low Your Page rank is too low Google states"Ensure that your own geographic location is included within the geographic regions that you have chosen" If your Quality score is high, then you are likely to see a ___ . high first page bid high page ranking low page ranking low first page bid Correct answer selected Google states:"If your Quality Score improves, you're likely to see a low First Page Bid estimate. " 13. Optimizing Performance Which of the following is not an effective method of account optimization? Editing ad delivery times Editing your daily budget Correct answer selected Editing your ad text Checking relevancy of landing pages Editing your daily budget will only allow you to make more of the same mistakes, it wont help you focus on improving what you already have. From the following options, what would be the most important factor in optimizing your account? Making sure you kept your daily budget higher than your competitors Making sure that your landing page is highly relevant to your keywords Correct answer selected Adding as many broad term keywords as possible Allowing your ads to be viewed on the Display network Your website and landing page quality are very important in terms of optimization. It is important to make sure the user feels they have arrived at the right place when they click on your AdWord. What would be a good landing page for an ad showing for the keywords "Star Wars T-shirts" ? A general Star Wars merchandise page. A Star Wars film trailers page. A Star Wars clothing shopping page. Correct answer selected An R2-D2 Star Wars T-shirt page The clothing page would give the user the ability to find the most appropriate T-shirt. A specific Star Wars T-shirt shopping page may lead the user to believe that you only had that T-shirt and nothing else. When organizing your account you should strive for the following, but which one of these statements is the odd one out? Organize your campaigns by topic. Target all languages and locations. Correct answer selected Create highly specific ad groups. Avoid duplicate keywords across ad groups. Make sure you target the languages and locations appropriately. Target your audience by choosing languages and locations that relate to your business. A site that sells rare hard wood furniture has ads that show for the exact match keywords [looking after rare wood dining table]. The site owner has a promotion on walnut dining tables and his business plan says he will increase his turnover by 12% by the end of the year. What would be the best landing page for this ad to link to considering the keywords used? http://www.RandomFurnitureSite.com/home.asp http://www.RandomFurnitureSite.com/shoppingcart.asp http://www.RandomFurnitureSite.com/faqs.asp Correct answer selected http://www.RandomFurnitureSite.com/aboutus.asp This question is actually very similar to one in the exam. It is a trick question where you are given irrelevent information. The key here is to focus on the actual question, which is: "What would be the best landing page for this ad to link to considering the keywords used?" Well, the keywords are [looking after rare wood dining table]. Of the given options, it is more likely that the user will find an answer to the question on the FAQ page rather than the home/shoppingcart/about us pages. Keyword destination URLs send users to a specific landing page, ensuring your customer arrives immediately at the most relevant page for the keyword that triggered your ad. It is unlikely that searcher is looking to purchase considering the keywords they have used. Ad scheduling is available at which of the following levels? Account Campaign Correct answer selected Adgroup Ad Ads are scheduled on the campaign level, from the 'Edit Campaign Settings'. Each campaign can have up to __ scheduled segments per calendar day. Segments can be as short as __ minutes or as long as __ hours. six, 15, 24 Correct answer selected five, 15, 12 six, 10, 24 five, 10, 12 Each campaign can have up to six scheduled segments per calendar day. Segments can be as short as 15 minutes or as long as an entire day of 24 hours. Consumers go through which of the following stages when buying a product? Awareness, Interest, Consideration, Purchase, Retention, Advocacy. Correct answer selected Interest, Awareness, Consideration, Purchase, Retention, Advocacy. Consideration, Awareness, Interest, Purchase, Retention, Advocacy. Consideration, Purchase, Awareness, Interest, Retention, Advocacy. Customers go through a buying cycle when buying a product. Depending on what it is you advertise and your visitor, your site visitors will be at different stages in the buying cycle. Adding '-information' or '-info' will filter out users who are not ready to purchase. Correct answer selected are ready to purchase. are carrying out research. Correct answer selected at the beginning of the buying cycle. Correct answer selected Adding '-information' or '-info' will filter out users who are early in the buying cycle and generally not looking to purchase. What keyword is likely to produce a higher conversion rate for a Nikon D90 camera? Nikon cameras Nikon camera information Buy nikon camera Nikon camera d90 Correct answer selected Even though one of the above options in 'buy nikon camera', it is highly unlikely that the user will buy a d90 considering the range of cameras available. The user who types the keywords nikon camera d90 is more likely to be interested in just that Including the price of an advertised product in an ad is ___________ prohibited by Google. likely to increase your conversion rate. Correct answer selected likely to increase your CTR. allowed but not recommended, as your competition can see your prices. Including the price of an advertised product in an ad is likely to increase your conversion rate. People who are aware of your prices and still click through are more than likely comfortable with paying the price. What does “optimization” mean? Using Google Analytics for the analysis of performance data. Making adjustments to an account in order to improve performance. Correct answer selected Using Google Website Optimizer data to evaluate and improve landing page performance. Adjusting your account to ensure the top positions on a Google search results page. Optimization is the process of adjusting parts of your account as well as your website to improve the quality and performance of your AdWords ads. Why would an advertiser choose to optimize a campaign? To ensure conversion tracking is working properly. To lower the overall costs of the campaign. Correct answer selected To improve the landing page quality of the campaign. To appear in both the natural search results and sponsored listings. This is a bit of a trick question, because you may wish to optimize in order to to lower the overall costs of a campaign and improve the landing page quality of the campaign. However, in order to lower the overall costs of a campaign you would optimize the campaign, but in order to improve the landing page quality of the campaign you would optimize the landing page. An advertiser chooses keywords and ad text on the subject of sewing books. In order for the ad to have higher conversions, the ad should link to: the credit card details page. the home page of the site. the sign up for newsletter page. the sewing section of the website. Correct answer selected Make sure the landing page you use for each ad directs users to the most relevant page within the website. Ideally, that page will be dedicated to the specific product or service that is highlighted in your ad in our case sewing books. What is a sensible optimization strategy for ad text? Create short ads that focus mainly on the call to action. Include keywords in the ad text. Correct answer selected Include keywords from the sites meta tags. Make sure that the ad text is general and that it can apply to the entire site. It is a good idea to include some keywords in the ad's text (especially the title) to show users that the ad relates to their search What is the best course of action for the advertiser to take in order to increase their ROI after ensuring that the keywords and ad text are highly relevant? Ensure the landing page is highly relevant to the ad. Correct answer selected Try to buy the product to verify the purchase is successful, by clicking on the ad. Check the site stats and see if users actually reach the site. Link straight to the home page of the website. Having great ad text and keywords may allow you to achieve a good CTR, but you'll also need to keep them at your site when they arrive. Make sure they always arrive on a highly relevant page, and tweak that page until its perfect How could an advertiser improve landing page quality? Redirect users to page on the website with proven success. Link to page on site that provides useful information about products in ads. Link to page on site that provides a description of products included in ads. Correct answer selected Replicate the look and feel of a popular website in the industry. Always make sure that the landing page is the most relevant page for the users needs and honestly reflects the ad text. Google specify that you should link to a the most relevant page to what you are selling in your ad. For example, if your ad states that you are selling a Raleigh Bicycle, your ad should link to a description of the bike and not useful information that could include "other" information like bicycle accessories (basket, helmet etc). A very similar question is in the exam. There are three primary elements of quality to keep in mind when optimizing your site, these are: relevant and original content, transparency, navigability. text-based, navigability, strong design, . relevant and original content, transparency, strong design. navigability, transparency, originality. Correct answer selected These three elements have an important impact on the user experience of your site What is the benefit of creating multiple ad groups? So that you can place few keywords in each ad group, to make them more targeted. To break up the keywords and ads into related themes, which makes them more targeted. Correct answer selected So that you can pause specific keywords within ad groups if they are underperforming. So that you can place specific ad groups into specific networks. A well-structured campaign consists of tightly-themed ad groups focusing on just one product or service you offer. When should advertisers use the Google website optimizer? When their web pages are too wordy. When the number of impressions for their website has significantly decreased. When their web pages are not generating the desired conversion results. Correct answer selected When the number of clicks for their website has decreased. If potential customers reach your site, but leave right away, then you're not getting a significant return on your investment. To attain a high-quality, highly effective website, you'll need to optimize your website content. If the heading in your ad is exactly the same as the search term used by a customer query, your ads heading will appear as BOLD font in your ad. True Correct answer selected False It is important to review your keywords regularly and use the most popular keywords as heading in your ad text, this should generate high traffic to your site Which of the following is a way of optimizing your ROI? Aim for a high quality score Correct answer selected Increasing your max CPC Deleting negative keywords Include relevant keywords in your campaign Google states"Return on investment (ROI) is a measure of the profits you have made from your advertising, compared to how much you've spent on that advertising. To identify and optimize your ROI, you need to measure conversion data instead of clickthrough rate, traffic, or other measures. To optimize for ROI, aim for high Quality Scores which can reduce costs, encourage conversions with enticing ads and by using the right landing pages, and target customers who are likely to convert. Which of the following options is a way of filtering out irrelevant searches? Using broad matched terms Removing all negative keywords Using negative keywords Correct answer selected Changing your Ad Scheduling settings Google states"Filter out irrelevant searches by refining your keyword list and incorporating negative keywords where appropriate. In addition, your ad text should reflect a user's search as closely as possible." You want to draw as much traffic as possible to your site, which of the following actions would you take to do this? Refine your location settings Use exact match keywords Use Broad match keywords Correct answer selected Lower your daily budget Google states"If your aim is to draw as much relevant traffic to your site as possible, you may want to consider running on a broader range of keyword variations. Keep in mind, however, that running on very general keywords can negatively affect your Quality Score and increase your costs. • Create keywords for unadvertised parts of your website • Find new keyword variation ideas using the Keyword Tool • Increase daily budgets (to allow more clicks to occur) and maximum CPC bids (to raise your ad position) and/or increase your Quality Scores • Reach more customers and maximize traffic by targeting the Display Network Broaden your location targeting settings" Which of the following tools would you use if you need to gain information on a keywords status, average CPC, cost-per-day, average position and search volume? Traffic estimator Correct answer selected Search query performance report Website optimizer Keyword tool Google states"The Traffic Estimator provides traffic and cost estimates for keywords. Get estimates for a keyword's status, search volume, average cost-per-click (CPC), cost per day, and average position. " Which of the following options are not true of keywords? Keywords do not have to include punctuation Keywords are not case sensitive Using duplicate keywords across different ad group and campaigns is a good strategy Correct answer selected Keyword variation including singular and plural forms is a good strategy Google states"It's also important to know how keywords work in general. Here are a few tips on keyword formatting and other keyword advice: • Keywords are not case-sensitive, so 'flights to new york city' is recognized as the same keyword as 'flights to New York City.' • You do not have to include punctuation such as periods, commas, and hyphens. The keyword 'eye-glasses' is the same as 'eye glasses' but different from 'eyeglasses.' If your keyword is broad match, variations like this are likely to be targeted already. Avoid including duplicate keywords across different ad groups and campaigns. Only one of our ads can be shown for each search, and these duplicate keywords will compete against each other to appear." Which of the following options would you need to use to see all of the search queries that have triggered your ads and received clicks? Keyword analysis report Search terms report Correct answer selected Conversion tracking report Keyword optimization report Google states"Search term reports allow you to see every search term that triggered your ad and received clicks. Whether your ad is triggered depends on the search term a user enters when searching on a site within the Google Network and on your keyword matching settings. In particular, this report can help you: • Select the appropriate match type (e.g. broad, phrase, exact, or negative) for existing keywords. • Identify new keywords you may want to add. Identify existing keywords you may want to delete Which of the following options would you need in order to find the profitability of a keyword? Search term tool Keyword optimization tool Conversion Tracking tool Correct answer selected Traffic estimator tool Google states"The bottom line for any keyword is how much value it generates compared to its cost. To determine the profitability of a keyword, you can track the conversions from that keyword with Google's free conversion tracking tool.” You are thinking about increasing your campaign budget but are unsure if this action will generate extra impressions for your ads. Which of the following reports would you use to determine this information? Impression share report Correct answer selected Traffic estimator report Bid simulation report Conversion tracking report Google states"See what you're missing. Use the Impression Share report in your account to see the percentage of possible impressions that your ads could have received if your campaign budgets were higher. You'll see the percentage of searches your ad didn't show for due to daily budget restrictions. Use this data to consider if that missed traffic is important enough to increase your budget in order to regain those additional impressions." Which of the following are two essential tools for optimizing your website and landing pages? Google Analytics and Website optimizer Correct answer selected Google Analytics and Conversion tracking Website optimizer and Conversion tracking Conversion Tracking and Keyword tracking Google states"Google offers two essential tools for optimizing websites and landing pages: Google Analytics and Website Optimizer. Google Analytics is a powerful analytical tool that can provide you with a wealth of information and knowledge about your audience. Google Analytics offers many different reports and strategies for understanding user behavior on your site so that you'll know what is working and what isn't." If it is necessary for your website to ask for personal information from a customer, which of the following is not a good practice? Be clear on how you will use the information Create a link to show your company's privacy policy Don't ask for any unnecessary information Ensure you get the customers email address to send information on current offers etc Correct answer selected Google states- "Consider the audience, or audiences, of your site. How do you intend to build credibility and trust with them? To maximize transparency, you should openly share information about your business and clearly define what your business is or does. If your website requests personal information from the user, such as for a sign-up form, don't ask for more information than you really need, and be explicit about how the information will be used. Link to a privacy policy or give the option to limit how their personal information is used (e.g. to opt out of receiving newsletters). " It is important to use ___ and ___ information on your website to keep the customer ____. relevant, original, interested. Correct answer selected keywords, relevant, happy. targeting, little, guessing. vast, original, buying. Google states"There are three primary elements of quality to keep in mind when optimizing your site: • Relevant and original content: Attracts users and keeps them returning to your site. • Transparency: For websites, this means being clear about the nature of your business, how your site interacts with the user's computer, and how you use a visitor's personal information. Navigability: Providing an easy path for users to find what they are looking for on your website. Which of the following is not a benefit of optimizing your website content? Customers will find what they are looking for quickly Customers will have to navigate lots of web pages to make a purchase Correct answer selected You can learn customer likes and dislikes You can increase your ROI Google states"There are numerous benefits to optimizing website content: • Increasing ROI on your advertising • Teaching you about the likes and dislikes of your customers • Trying out alternatives used by competitors • Breaking down preconceptions about what works Convincing your team to try something bold or different 15. Selling and Representing AdWords Which of the following is a file format available for downloading reports? .xls .xml Correct answer selected .txt .jpg csv (for excel), .csv, .tsv, .xml, and .html are formats in which you can download adword reports. A media campaign that includes online display ads, TV spots, and print ads with the intention of driving viewers to an online destination where they could learn more about a product is called a(n): AdWords network buy. branding campaign. low-budget campaign. integrated marketing campaign. Correct answer selected What is the best answer to give when a potential advertiser wants to know why they need to invest in search marketing when they already have a listing in the Google search results? The website quality rating may improve if you also advertise with Google AdWords. The position of the listing in the search results may improve if you are already appearing in the search results. The Quality Score may improve if you also advertise with AdWords. The overall traffic generated may improve if you also advertise with Google AdWords. Correct answer selected Adverts that feature in paid and organic listings are more likely to generate traffic. It's best to have the most exposure possible for your business. How would you best address the concerns of a potential client who feels unsure about being able to market competitively with a small budget? Standard Ad Delivery, Conversion Tracking. AdWords Discounter, Daily Budget. Correct answer selected Position Preference, Location Targeting. Keyword Traffic Estimator, Placement Targeting. AdWords Discounter will make sure that the client pays the minimum necessary, whilst the daily budget gives the potential client the ability to work within a comfortable budget. Which advertiser would you advise benefit the most from a seasonal campaign? An advertiser targeting Scotland selling skip hire services. An advertiser targeting the entire world who is selling bedding. An advertiser targeting London who sells war memorabilia. An advertiser targeting the UK who is selling Large barrel BBQ's. Correct answer selected People are more likely to buy a BBQ in the summer. The other options are products or services that may be required all year round. A customer has concerns with achieving good value for ROI on ads placed across the Search and Display network. What would you explain to this customer to overcome these concerns? Cost per click, Adwords discounter and Smart pricing. Correct answer selected Cost per click, Daily budget and Ad Scheduler. Cost per click, Quality score and Landing page optimizer. Cost per click, Ad ranking and Maximum CPC. Cost per click, Adwords discounter and Smart pricing are all examples of how customers can achieve good ROI through Google's pricing. Google state"There are a few ways that Google AdWords has created value for return on investment. Let's see how Google does this through pricing: • Cost Per Click Model - With keyword advertising, the cost-per-click model is one way advertisers have a strong return, since they are only charged when a user clicks on the ad. • AdWords Discounter is a feature built into AdWords that will charge you the lowest possible CPC while still maintaining your position for each keyword. So even if you set an ad group maximum CPC of US$1.00, you won't necessarily be charged this full amount for every click. Your actual CPC (the amount you actually pay per click) is often less than the maximum CPC bid you specify for your ad group or keyword. Smart Pricing is a feature that automatically reduces the price advertisers pay for clicks if our data shows that a click from a Display Network page is less likely to result in a conversion. This means that if our smart pricing system predicts a particular Display Network page is likely to have a low conversion rate, we will automatically reduce the price advertisers pay for that click." How could a third party alleviate concerns regarding customers who want regular and up to date information on particular aspects of their account? By communicating daily via Google Chat. By setting up customized and automated Adword Reports. Correct answer selected By granting the client standard access to the Adword account. You should remind them that they need not bother themselves with the workings of the account. One of the most beneficial, most empowering feature of Adwords is that customers have the ability to make informed decisions about how and where they spend their money. The Adwords reporting system can be set up to automatically email reports on customised information, allowing customers to see how and where their money is being spent and to see if its working for them What information would you give a customer who would like to understand if the Adwords are driving people to the company website? Click through rate and total number of clicks. Correct answer selected The Placement Performance Report. Conversion rates and total number of conversions. Best performing Ad. Providing the client with details on the click through rate and total number of clicks will display how many people are actually clicking on the ad and visiting the company website. What would you explain to help a customer who feels confused about which message to advertise to have the best possible impact on sales? Adwords is customizable, so mistakes can be rectified immediately. Have several campaigns with different messages, and use the best one after running for a month. Its best to only run with Adwords if you are sure of your campaign message, maybe they're not quite ready. Test the market with several different messages within an adgroup and use 'optimize' ad rotation. Correct answer selected Using optimize ad rotation is a quick and inexpensive way to test messages on your market. What AdWords feature would you discuss with a potential client concerned about the spiraling costs of the marketing department, who have just launched a global TV ad campaign? The benefits of marketing reach and reporting. The benefits of reporting and targeting. The benefits of level of control over budget. Correct answer selected The benefits of flexibility and local targeting. Nothing tracks, reports and displays campaigns as efficiently as Adwords. One of the advantages of PPC advertising is just that, its Pay Per Click. This in addition to cost per click, daily budgets and reports means you know exactly where your advertising is working and where it isn't. AdWords is available in up to __ different languages and ___ countries. 32, 220 40, any number of Correct answer selected 42, 197 44, 250 Google StatesAdWords allows advertisers to target up to 40 different languages and any combination of countries, territories, regions, cities, and customized areas that you define. (Please note information stated in section 13.2 of study material is not as current as in section 4.3). It is common for potential customers to not understand the difference between paid and organic search listings. What would you discuss with a client who didn't see the benefit of both? The positive impact that Adwords would have on their organic listing. Being listed in both can generate more traffic. Correct answer selected Being listed organically boosts the page rank meaning a lower CPC. Organic listings are for inf seekers, Adwords are for people who are ready to buy. It is best to maximise exposure of a company/product/service and try to generate as much targeted traffic as possible. You are consulting with a potential client, and are at the end of your feature discussions when the client shows concern about the competition using up the adword budget by maliciously clicking on the ad. What would you advise? That the client combat it by clicking on the competitions ads early in the day. That Google policy dictates this be unfair practice, and clients are to report any suspicions. That Googles invalid click policy deals with this type of issue. Correct answer selected Explain that this very rarely happens, and there's nothing to worry about. Googles invalid click policy deals with this type of issue and clicks by automated tools, robots, or other deceptive software A Spanish person visiting the U.K decides to perform a search using Google.es. This user will see ads targeted to ___. Spain Correct answer selected U.K Spain and U.K France Google states"We consider the Google domain being used (.fr, .de, .kr, etc.). If a user visits www.google.fr, the Google domain for France, she'll see ads targeted to France, regardless of her current location." What is an IP address? It is an unique number assigned to each computer connected to the Internet Correct answer selected It is an unique number assigned to every company that has a Google AdWords account It is an unique number assigned to every network of computers connected to the Internet IP address means Internet Protocol address. Explanation: Google states"When possible, we determine the user's general physical location based on their computer's Internet Protocol (IP) address. An IP address is a unique number assigned by Internet Service Providers (ISPs) to each computer connected to the Internet. This applies to regionally or custom-targeted ads as well as all ads shown on Google.com. With regional and custom-targeted ads, if someone searches for 'plumbers' from a New York area IP address, for instance, we might display ads targeted to New York, even though 'New York' wasn't in the search query. With ads shown on Google.com, we also use IP address to target ads. For example, if a user with an Australian IP address visits Google.com, we'll display ads targeted to Australia, even though the user isn't accessing Google.com.au." How can you ensure that your ads won't show on a competitors website? Make sure your ads don't contain the same ad text Use site and category exclusion Correct answer selected Add the competitors name to your account as a negative keyword Use specific placement targeting Google states"Site and Category Exclusion - lets you prevent your ads from appearing on individual websites or categories of webpages. For example, if my goal was to make sure my ad was not showing on my competitors' websites, then I can add their website to my site and category exclusion tool. My ad will no longer accrue clicks or impressions on those sites." What tool would a website owner use to determine statistical information regarding site usage and customer demographics? Google Analytics Correct answer selected Keyword tool Search terms report Conversion tracking Google states"Google Analytics is a free tool in your AdWords account that offers insight into your campaign performance and website design. It shows you how people found your website, how they explored it, and how you can enhance their web experience. It can also help you understand how to improve your conversion rate and advertise more effectively." With Google AdWords, you can ___, ___ or ___ your campaigns at any time. adjust, duplicate, cancel adjust, pause, stop Correct answer selected stop, copy, delete stop, copy, paste You can adjust, pause or stop your campaigns at any time. What is meant by the term conversion? An action completed by a customer that an advertiser interprets as valuable. A sign-up A sale of a product or service All of the above Correct answer selected Google states"In online advertising, a conversion occurs when a click on your ad leads directly to user behavior you deem valuable, such as a purchase, signup, page view, or lead. Conversion tracking, then, is a way to monitor and evaluate how well your ad campaigns convert into a meaningful action like a sale." How many different bidding options can you choose from with AdWords? 4 3 Correct answer selected 2 1 Google StatesDepending on your advertising goals and how closely you want to monitor and manage your bids, you can choose one of several different bidding options. Focus on clicks: Cost-per-click (CPC) bidding In campaigns using this bidding option, you set a CPC bid for each ad group or keyword in your campaign. Your CPC bid refers to the amount that you're willing to pay for a click on your ad when the ad appears on Google or one of our partner sites. Focus on impressions: Cost-per-thousand impressions (CPM) bidding In campaigns targeted to the Display Network, you may choose the CPM option. Instead of bidding and paying only for clicks, you can choose to bid for impressions on your ad and pay for every thousand times that your ad appears. If you're mostly interested in branding and getting ad visibility, we recommend choosing this option. Focus on conversions: Conversion Optimiser This bidding option enables you to specify a maximum cost-per-acquisition (CPA) bid for each ad group in your campaign. The Conversion Optimiser uses your AdWords Conversion Tracking data to get you more conversions at a lower cost. It optimises your placement in each ad auction to avoid unprofitable clicks and to get you as many profitable clicks as possible. Using historical information about your campaign, the Conversion Optimiser automatically finds the optimal equivalent cost-per-click (CPC) bid for your ad each time it's eligible to appear. You still pay per click, but this feature can decrease the need to adjust your bids manually. You are using the CPC pricing model. Your ad has received 20 impressions, and 15 clicks. How will you be charged for this? You will be charged for your ad impression You will be charged for your amount of clicks Correct answer selected You will not be charged unless your ad triggered a conversion You will be charged for both your ad impression and amount of clicks. If you are using the cost-per-click pricing model, you are charged for clicks only, not impressions. Which of the following is not a level of AdWords account access? Report (read only) Administrative Standard Management Correct answer selected Google Sates"AdWords account users may invite users to share access to their accounts with others at three different levels: • Administrative (highest level of access) • Standard (access to most account features) Reports (can view and run reports).