Google AdWords Certification Test
By monitoring ad campaign performance, an advertiser may obtain the information needed to:
A standard AdWords text ad is made up of:
A text ad on Google search is the simplest online ad that AdWords offers. It has three parts: headline text, a display URL, and description text.
Tom wants to promote his windshield repair company’s emergency service by reaching people right when they’re searching for help. Which campaign type is a good fit?
Search Network campaigns are usually focused on getting people to take action such as clicking your ad or calling your business. These campaigns show ads to people who are actively seeking out information. When someone is intentionally seeking out a product or service like yours, they’re much more likely to find your ad helpful, and click it. A Search Network campaign may be a good option for you if you meet one or more of the following criteria: You want your ads to appear near Google search results You only want to reach customers searching for your specific product or service
What’s a reason to use the “Search Network with Display Select” campaign type?
You can only add managed placements to certain campaign types: “Display Network only,” “Search Network with Display Select,” and “Video.”
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?
With demographic targeting in AdWords, you can reach customers who are likely to be within the demographic groups that you choose
Each campaign in your AdWords account should have a single:
With AdWords, you’ll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offering a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location.
Cliff just started working with a client who has a very disorganized AdWords account. What’s an effective way for him to begin restructuring his client’s account?
With AdWords, you’ll organize your account into separate campaigns, with each campaign focusing on a single business goal, such as driving traffic to your website, or offering, like a particular product or service. If your business serves several geographic areas, you might want to create a separate campaign for each location. One effective approach is to organize your campaigns to reflect the structure of your website. This allows you to create campaigns around specific themes or products. For example, an electronics retailer might create campaigns for specific product categories, such as televisions and cameras.
An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?
Your ad’s position on the page is determined by your bid, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats. Ads at the top of a page generally have the following qualities: High relevance: The ad text and landing page are relevant to a person seeing your ad. Good performance over time: The ad consistently generates clicks. Competitive bids: The ad’s bid is competitive with other advertisers and exceeds the top of page bid estimate.
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 reach people interested in purchasing children’s games?
If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads.
While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:
What’s the benefit of having multiple ads in an ad group?
A preference that determines which ad in your ad group should show (when you have multiple ads). Ad rotation settings are helpful because they give you the ability to request how your ads are shown. For example, you can request to have your successful ads show more often or indicate that you’d like your ads to be shown more evenly. If you have more than one ad in your ad group, Google will rotate which ad shows depending on your ad rotation setting.
Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your client’s bidding strategy?
Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a mobile device, at a certain time of day, or from a specific location.
Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:
Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads — whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you’ve defined as valuable, these customer actions are called conversions.
When building a keyword list for a Display Network campaign, you should do which of the following:
Choosing keywords for a Display Network campaign is about connecting your ads with people most likely to be interested in your business. Based on what you know about your customers, pick keywords that would you imagine would appear on websites your customers would visit.
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. How can Julian find meaningful data that will help him decide which devices to target?
A category (like ad type or day of the week) that you can add to your campaign’s tables and charts in order to organize your performance data around that criteria.
A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?
One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?
When your ads are shown more often, your total daily cost might be up to 20% more than your average daily budget. However, you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4).
An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend?
It’s time to identify poor-performing keywords and make them work harder for you. You’ll want to improve the relevance of your keywords to help boost their Quality Scores, or modify the match type for ones that aren’t helping you meet your advertising goals, or delete duplicate keywords in your account. You can also filter your performance data to find low-performing keywords.
What’s one of the main benefits of using ad extensions?
Better return on investment: Extensions can help improve the clickthrough rate (CTR) of your ads. More clicks means more customer traffic.
Which client would you advise to advertise on the Google Search Network?
The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords.
Clyde wants to raise the profile of his dance school. A “Display Network only” campaign can help him:
When you advertise on the Display Network, your ads can appear across a large collection of websites, mobile apps, and video content. Here are some examples: Google AdSense publisher sites, including AdSense for Domains and AdSense for Errors DoubleClick Ad Exchange publisher sites Google sites such as Google Finance, Blogger, and YouTube (Google web search not included)
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:
A keyword setting that allows your ad to show only when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword. The exact match keyword “bicycle bell” can cause your ad to show only if someone searches for “bicycle bell” or close variations of “bicycle bell” exactly, with no other words.
What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand
Select from these audiences to reach potential customers at scale and make them aware of your business. These audiences were built for businesses currently running a TV ad who would like to extend the reach of a TV campaign to an online context for an efficient price.
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?
which ad extension would you use for an advertiser who has a chain of restaurants?
Benefits of Location extension Location extensions encourage people to visit you in person. You can add multiple addresses by linking your account to Google My Business. On average, ads with location extensions see a 10% boost in clickthrough rate. You can target your ads around your business addresses.
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?
Your landing page experience is one of several factors that helps determine a keyword’s Quality Score. The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.
In order to appeal to customers on mobile devices, it’s important to:
People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location extensions and call extensions. Also, consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience. Keep in mind, your text ads can appear differently on mobile.