Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?
Add new relevant keywords and remove keywords with low clickthrough rate (CTR)
What does “converted clicks” measure?
The total number of clicks that led to a conversion
Your ad can show to a potential customer when your targeted language matches:
a user’s Google interface language setting
Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations.”
People who see Karen’s site in relevant organic search results often click through to her site
When setting up a Search Network campaign for a client, you want her ad to get as many clicks as possible within her budget. Which bid strategy should you use to achieve this goal?
Maximize Clicks
Target CPA bidding can help drive conversions by using your conversion history and:
cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?
Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
Negative keywords can help advertisers refine the targeting of their ads by:
D) reducing the number of irrelevant clicks
Which statistic indicates how often a click has led to a conversion?
Conversion rate
Conversion Optimiser can help drive conversions by using your conversion history and:
cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
You can use audience targeting to show your ads to:
specific groups of people, based on their interests
You would choose to advertise on the Google Display Network if you wanted to:
show ads on websites related to your business
What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?
Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords
Which client would you advise to use radius targeting?
Denise, whose service can reach customers within 30 miles
An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?
The profit derived from a paid click
Higher Quality Scores typically result in:
lower costs and better ad positions
You can use Display Planner to see potential webpages where your ad can appear based on your keywords
see potential webpages where your ad can appear based on your keywords
If you want to direct people to specific pages on your website from an ad, you can create an ad that uses:
sitelink extensions
Which of these metrics is especially important to clients who are running a branding campaign?
Impressions
How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Google Display Network?
CPM bids are effectively converted to CPC bids
Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if h
Costs to produce her purses and revenue generated from her ads
Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?
Add a call-to-action like “Sign up for a free trial”
An e-commerce client wants her campaign to be more profitable. After calculating this client’s total profits from AdWords, what can you do to start maximizing results for profit?
Test different cost-per-click (CPC) bids
Which is a benefit of advertising online?
Reach people who are likely interested in what you’re advertising
What happens as a result of a search campaign consistently meeting its daily budget?
Missed potential ad impressions
Negative keywords can help advertisers refine the targeting of their ads, and potentially increase:
the clickthrough rate (CTR) of their ads
Which of the following is a benefit of advertising online with Google AdWords?
Advertisers can choose how much they spend and only pay when someone clicks their ad
What’s the easiest way to evaluate if one version of your landing page performs better than another for the same ad?
Run a Campaign Experiment on the existing campaign that switches between both landing pages
You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:
creating relevant keywords and ads, and using ad extensions
When someone clicks your ad, the actual amount you’re charged will be:
The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit
On the Google Display Network, your ad is eligible to show on a webpage if your:
keywords match that webpage’s content
Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?
Make sure the landing page is closely related to the ad
Research for a client who owns used car dealerships show that people who visit his website also visit certain popular car blogs.
Placements
Keyword Planner can help you build a new Search Network campaign by:
multiplying keyword lists together
When creating text ads to advertise a client’s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?
Include call-to-actions, such as “Find the nearest location”
Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?
Cost-per-acquisition (CPA)
What happens when a campaign consistently meets its average daily budget
Ads in that campaign will show less often than they could
Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:
they interact with her website
All other things being equal, if you’ve set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position
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Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?
“Search Network only – All features”
When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?
Add the terms as negative keywords
When choosing a maximum cost-per-click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:
based on how much your product is worth
You would choose to advertise on the Google Search Network if you wanted to:
reach customers while they’re searching for your products or services
What’s one benefit of creating multiple ad groups?
Break up keywords and ads into related themes
How can you see if people are searching for your client’s services during the early morning and evening hours?
Segment performance statistics by time
Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?
Change the ad delivery method from “Accelerated” to “Standard”
Tony travels frequently. He needs to be able to make changes to his AdWords account while he’s offline, so he downloads AdWords Editor. Using AdWords Editor
Refresh data to reflect the latest statistics on his cost-per-click (CPC) campaign
You sell video games and want people who play mobile gaming apps to know about your store. What’s one benefit of promotion your products with a mobile apps c
It allows you to show your ad on app categories that you choose
Your client wants to show ads to people who’ve visited her website before. Which Adwords feature would you recommend she use?
Remarketing
In order to appeal to customers on mobile devices, it’s important to:
Send users to a mobile-friendly landing page
Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?
A page with information on instrument rentals and a contact form
Which ad extension would you use for an advertiser who has a chain of restaurants?
Location extensions
Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?
Call extensions
What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand:
Add display ads and affinity audiences targeting people interested in green living and beauty
When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:
Exact match keywords
Clyde wants to raise the profile of his dance school. A “Display Network only” campaign can help him:
show ads on dance websites and YouTube videos
Which client would you advise to advertise on the Google Search Network?
Bill, who wants to reach people looking for plumbing services
What’s the benefit of having multiple ads in an ad group?
AdWords will automatically rotate your ads and show the best performing ones more often
Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to
Shopping Ad
Each campaign in your AdWords account should have a single:
business goal
What’s a reason to use the “Search Network with Display Select” campaign type?
You can use one budget to advertise on the Search Network and Display Network
A standard AdWords text ad is made up of:
a headline, a display URL, and description text
Every time that your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score and
the expected impact of extensions and other ad formats
You can use Keyword Planner to identify:
the amount of traffic potential keywords you might get
A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?
Google’s Display Network includes many mobile apps where she could show her ad
When reviewing your client’s Search Network campaign, you notice that the ads in one of the ad groups have a low average position.
Target search page location
Your ad can show on the Google Search Network when someone searches for terms that are similar to your:
Keywords
Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions
Use a location bid adjustment to increase bids for customers in Tokyo
Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms.
Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
Your new client’s AdWords account has one campaign with one ad group that contains a list of hundreds of keywords.
Create new ad groups with related keywords grouped together
Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve
Clickthrough rate (CTR)
Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns
Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive
When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your
historical cost-per-click (CPC) estimates for your keyword and placement ideas
A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones.
Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment
Donna sells t-shirts featuring vintage album covers. She wants people searching for unusual t-shirts to find her website,
“Search Network with Display Select – All features”
You can use Display Planner to:
see ways to reach your target audience based on your keywords, website, or interest categories
You signed 3 new clients, each with an existing AdWords account. What’s the best way to manage these accounts
Link the client accounts to your My Client Center (MCC) manager account
Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices
Mobile bid adjustments
Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people
“Display Network only – All features”
Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies
AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get.
Automatic cost-per-click (CPC)
When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords
AdWords can automatically include these variations for you
You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website.
How much you’ve spent on the campaign compared to the value of leads generated
An advertiser should group their campaigns by:
type of product or service
Which of the following items is not a component of Quality Score?
Maximum cost-per-click (max. CPC) bid
How would you recommend that William set his budget if he wants to spend US $608 per month on his campaign
Set a daily budget of $20 for the advertiser’s campaign
You sell autographed sports memorabilia and want to reach people interested in sports. What’s one benefit of promoting your products with a ads in mobile apps campaign on the Display Network?
It allows you to show your ad on app categories that you choose
You would choose to advertise on the Google Search Network if you wanted to:
reach customers while they’re searching for your products or services
Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France
Create a campaign targeting Paris and languages other than French
Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices
Segment his campaign statistics table by device
When building a keyword list for a Display Network campaign, you should do which of the following
Include keywords that are related to the websites your customers visit
Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:
shows you which ads lead to customer actions that have value for your business
Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets.
Set a mobile bid adjustment to increase bids for searches on mobile devices
While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together
create ads that are relevant to all keywords
An advertiser wants to achieve the top position in paid search results. Which recommendations would improve
Improve Quality Score and increase cost-per-click (CPC)
Cliff just started working with a client who has a very disorganized AdWords account. What’s an effective way for him
Create campaigns based on the structure of his client’s website
Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research
Add demographic and age targeting to show ads to people in this audience
Tom wants to promote his windshield repair company’s emergency service by reaching people right
“Search Network only”
By monitoring ad campaign performance, an advertiser may obtain the information needed to
determine if campaigns are meeting overall marketing and conversion goals
What’s one of the main benefits of using ad extensions
Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent
An advertiser wants to increase the Quality Score of a low-perofrming keyword. Which approach would you recommend
Modify the ad associated with that keyword to direct to a highly-relevant landing page
A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes.
Specific terms about the shoe brand and model your client is selling
One of your clients wants to know why a campaign went over the specified daily budget several days in a row
Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4
Why should you link your client’s AdWords account to Google’s Webmaster Tools?
See if people reach your client’s website via ads or organic search results