AdWords Fundamentals Exam Answer June 2018

1. Answer Sources Academy www.answersources.com Study Guide for AdWords Certification, Bing, HubSpot Exam & More!! AdWords Fundamentals Exam Answer June 2018 A few things to know before taking AdWords Fundamentals Exam Answer June 2018 There are 65 questions. It should take 90 Minutes to complete. You will need a score of minimum 80% to pass Validity Period of 12 Months Click Below to Get Others Exam Answer: Google AdWords Exam Answers Google Analytics Exam Answers Bing Exam Answers Hubspot Exam Answers

2. AdWords Fundamentals Exam Answer June 2018 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. What would be an effective way to target this client's customers? Answer Create a campaign with ads and keywords written in French Create a campaign targeting Paris and languages other than French Create a keyword list with the exact match keyword “Paris” and negative keyword "France" Create a campaign targeting French and regions other than Paris An advertiser wants to create ads that target potential customers in California. Which targeting method should this advertiser use to target these customers? Answer Location targeting Audience targeting Device targeting Keyword targeting 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? Answer Use target search page location to help get your client's ads to the top of mobile search page results Set a mobile bid adjustment to increase bids for searches on mobile devices Use enhanced cost–per–click (ECPC) to increase bids that are likely to result in conversions from mobile devices Set a mobile bid adjustment to decrease bids for searches on computers and tablets

3. How are manual extensions different from automatic extensions? Answer There is only one type of manual extension but many types of automatic extensions Automatic extensions require setup. Manual extensions do not. Manual extensions cost more than automatic extensions Manual extensions require you to fill out additional information. Automatic extensions do not. 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? Answer Cost-per-acquisition (CPA) Manual cost-per-click (CPC) Cost-per-thousand impressions (CPM) Maximize Clicks Negative keywords can help advertisers better target their ads by: Answer raising the average position of their ads increasing the number of relevant Display Network placements reducing their campaign's daily budget recommendations reducing the number of irrelevant clicks Which of the following items is not a component of Quality Score? Answer Expected clickthrough rate (CTR) Maximum cost–per–click (max. CPC) bid Ad relevance

4. Landing page experience Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices? Answer Target return on ad spend (ROAS) Target cost-per-acquisition (CPA) Mobile bid adjustments Target search page location By monitoring ad campaign performance, an advertiser may obtain the information needed to: Answer create separate AdWords accounts for low-performing keywords determine if campaigns are meeting overall marketing and conversion goals create duplicate ad groups with identical keywords and different ad variations compare campaign performance to that of other advertisers Your ad can show on the Search Network when someone searches for terms that are similar to your: Answer keywords website ad text placements All other things being equal, if you've set a maximum cost–per–click (max. CPC) bid of USD $1 for your ads, and if the next most competitive bid is USD $0.50 for the same ad position, what is the actual amount you'd pay for that click? Answer

5. $1.01 $0.50 $0.51 $1 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? Answer Increase cost–per–click (CPC) bids and experiment with variations of ad text that includes running tips Use frequency capping to limit the number of times men ages 40 to 65 see your client's ads Add demographic and age targeting to show ads to people in this audience Set up a remarketing list to show ads to women who have previously visited your client's website Which campaign type would an advertiser use to target users searching on Google.com? Answer "Search Network with Display opt-in" “Search Network” ”Video campaign” “Display Network” You can use audience targeting to show your ads to: Answer specific websites, based on specific interests groups of websites, based on specific interests specific groups of people, based on their interests

6. specific groups of people, based on their location If you want to direct people to specific pages on your website from your ad, you can create an ad that uses: Answer callout extensions sitelink extensions promotion extensions location extensions Google Analytics can help you learn more about the behavior of your client's customers because it shows you how: Answer likely they are to become a regular customer they perceive her products they interact with her website likely they are to click her ads Research for a client who owns used car dealerships shows that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people? Answer Placements Keywords Remarketing Topics A standard AdWords text ad is made up of: Answer headline text, a display URL, and description text

7. headline text, an image, and description text headline text and description text a display URL and description text 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? Answer An exclamation point in the display URL Information about Italian food in the description Use the same headline and description as other advertisers Include call–to–actions, such as "Find the nearest location" Paige's Pet Store is deciding on keywords for a new AdWords campaign. How should Paige set up her AdWords keywords? Answer Bundle similar keywords together in one ad group based on common themes. Use the Keyword Planner to come up with keyword ideas for Display Network campaigns. Use general keywords to reach a specific audience. Use negative keywords for terms that are related to pets and animals. An advertiser wants to target people on the Search Network who have previously visited their website. What should they do? Answer They should use device targeting They should use location targeting They should create remarketing lists for search ads They should use placement targeting

8. 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: Answer only create one ad that's relevant to all keywords create ads that are relevant to all keywords create a different ad for each keyword create multiple ads for each keyword On the Display Network, your ad is eligible to show on a webpage if your: Answer keywords match that webpage's content website matches that webpage's content ad text matches that webpage's content landing page matches that webpage's content How are negative keywords different from other keywords? Answer They make your ad appear for search terms that you don't want. They prevent your ad from showing for search terms that you don't want. They can only be used for ads on the Display Network. They can increase your costs. 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? Answer Create one campaign with a broad selection of keywords Create campaigns based on the structure of his client’s website Create one campaign for all the products his client offers

9. Create multiple campaigns, each with a set of related keywords 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? Answer Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies 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 To show an ad more often, AdWords charges more than the average daily budget amount multiplied by 30.4 AdWords automatically increases the maximum cost–per–click (CPC) bid to show an ad higher in Google search results What is the Google Network? Answer The term that embodies all of the places where your AdWords ad can appear. A network of hardware devices, including chromebooks and android phones where your AdWords ad can appear. The collective term for Google's professional support staff that can answer your AdWords questions 24/7. A network of partner websites that will show your AdWords ad. Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations." What does this mean? Answer Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’ Karen’s ads often show below her organic results for the search query People who see Karen’s site in relevant organic search results often click through to her site

10. Karen’s ads don’t often show for the search query 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? Answer Shopping ads App promotion ads Image ads Sitelink extensions A conversion is: Answer By definition when someone makes a purchase after clicking on your ad When someone reaches your landing page after clicking your ad or video Any interaction with your ad that can be measured, like watching a video for a certain length of time An action defined as valuable to your business that someone takes after clicking on your ad Which ad extension would you use for an advertiser who has a chain of local restaurants? Answer Promotion extensions Sitelink extensions Seller ratings Location extensions An advertiser wants to know the minimum amount of money that she must spend on an AdWords campaign. What should you tell her? Answer

11. $100.00 $2 There is no minimum $5 What bidding strategy should Tracy, a pizzeria owner, use to get more people to call her business? Answer Cost-per-thousand viewable impressions (vCPM) Cost-per-acquisition (CPA) Cost-per-click (CPC) Cost-per-view (CPV) 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? •Add search terms that are not leading to many clicks as negative keywords •Add sitelinks to your ads to make them even more prominent •Make sure all of these search terms are included as keywords, regardless of relevance •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? Answer Denise, whose service can reach customers within 30 miles Mabel, who wants to exclude her ads from certain cities Luis, whose e–commerce business delivers nationwide Christopher, who wants to promote his new product in select cities

12. 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? Answer Add the terms as phrase match keywords Add the terms as negative keywords Add the terms as keywords Add the terms as exact match keywords Susan's Sporting Goods sells a variety of sports equipment and clothing. How should Susan set up her AdWords account? Answer Create one account for Susan's Sporting Goods. Create two campaigns: one for equipment and one for clothing. Within the equipment campaign, create ad groups for basketballs and tennis rackets. Within the clothing campaign, create ad groups for jerseys and baseball hats. Create two accounts: one for equipment and one for clothing. Within the equipment account, create a campaign for basketballs and tennis rackets. Within the clothing account, create a campaign for jerseys and baseball hats. Create one account for Susan's sporting goods. Create one campaign for both equipment and clothing. Create one ad group that includes basketballs, tennis rackets, jerseys, and baseball hats. Create an account for each product Susan's Sporting Goods sells. In each account, create a single ad group for all equipment and clothing products. Your ad can show to a potential customers when your targeted language matches: Answer the language of websites a user visits most often the customer's operating system language the customer's Google interface language setting the customer's browser setting

13. How would you recommend that William set his budget if he wants to spend US $608 per month on his campaign? Answer Set a bid of $20 per ad group Set a bid of $20 for the advertiser's campaign Set a daily budget of $20 for the advertiser's account Set a daily budget of $20 for the advertiser's campaign When reviewing your client's Search Network campaign, you notice that an ad in one of the ad groups has a lower average position. Which automated bid strategy should you use to help improve the position of these ads? Answer Maximize clicks Target search page location Enhanced cost-per-click (CPC) Target return on ad spend (ROAS) What's one benefit of creating multiple ad groups? Answer You can pause specific keywords if they're not performing well You can break up keywords and ads into related themes You can set different budgets for each ad group You can target specific ad groups into various Google networks Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve? Answer Impressions Conversion rate

14. Clickthrough rate (CTR) Clicks You sell autographed sports memorabilia and want to reach people interested in sports. What's one benefit of promoting your products with an Ads in Mobile Apps campaign on the Display Network? Answer It directs people to your online store to purchase your products It allows you to show your ad on app categories that you choose It encourages people using mobile devices to install your app It lets people who see your ad get directions to your store on Google Maps 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? Answer Increase the cost–per–click (CPC) bid for low–performing keywords Make sure the landing page is closely related to the ad Broaden the list of keywords to reach more potential customers Increase the average daily budget for the campaign Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and: Answer the daily budget you've set the search ranking of your website your historical conversion rate the expected impact of extensions and other ad formats

15. If you'd like your ads to show on certain sites across the Internet, you can add these websites as: Answer Topics Placements Keywords Audiences Which client would you advise to advertise on the Search Network? Answer Carol, who wants to reach people watching YouTube videos Bill, who wants to reach people looking for plumbing services Jim, who wants to reach people on social networks interested in poetry Suzy, who wants to reach people browsing travel websites about China What's a benefit of having multiple ads in an ad group? Answer When using optimize for clicks, AdWords will automatically rotate your ads and give the best performing ones a better chance of showing more often Ads are only eligible to show ad extensions if there's more than one ad in that ad group AdWords will automatically match each ad to the keywords it's most relevant to Ads are only eligible to show at the top of the page if there's more than one ad in that ad group 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? Answer A page with information on music lessons and a contact form His homepage, with links to instrument sales, rentals, and music lessons A page with a wide selection of instruments for sale

16. A page with information on instrument rentals and a contact form What bidding strategy should you use to maximize the number of visitors to your website? Answer Cost-per-acquisition (CPA) Cost-per-click (CPC) Cost-per-thousand viewable impressions (vCPM) Cost-per-view (CPV) How can you see if people are searching for your client's services during the early morning and evening hours? Answer Run a keyword diagnosis Segment performance statistics by time Run a Search terms report Monitor reach and frequency data Tom wants to promote his windshield repair company’s emergency service by reaching people when they’re searching for help. Which campaign type is a good fit? Answer "Search Network with Display Opt-in” “Display Network” “Shopping” “Search Network” 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, Tony can do all of the following except: Answer

17. Undo and redo multiple changes while editing his campaigns Refresh data to reflect the latest statistics on his cost–per–click (CPC) campaign Copy or move items between ad groups and campaigns Manage, edit, and view multiple accounts at the same time An advertiser wants to display a text ad that includes extra details like the business's location and phone number. Which ad format should the advertiser use? Answer Shopping ads Video ads Ads with extensions Image ads Which targeting option can help you reach people who've previously visited your website? Answer Interest category targeting Demographic targeting Remarketing Device targeting In order to appeal to customers on mobile devices, it's important to: Answer Include your phone number as your display URL Send users to a video–based landing page Send users to a mobile–friendly landing page Avoid using ad extensions

18. In addition to how much the advertiser will pay, which two factors are decided by the AdWords auction? (Choose 2). Answer (Select All Correct Responses) The ad's position on the page How quickly your landing page will load once a user clicks on the ad Whether or not the ad actually shows The design of the ad, including font and color Maria noticed last month that her ad often showed up beside a competitor's ad for the same search terms. How can Maria understand how her performance compares to that of other advertisers? Answer Use the Search terms report to see the terms people were searching for when her ad was shown. Track the clicks and clickthrough rate (CTR) of her ad campaign. Use the Auction insights report to show how often her ads rank higher in search results than those of other advertisers. Use the paid & organic report to see how often her website pages are showing in Google’s free organic search results. 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: Answer the same amount as the profit generated by your product based on how much your product is worth 50% of how much your product is worth the same amount as the revenue generated by your product

19. 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? Answer Test only one version of your ad text Test different cost-per-click (CPC) bids Lower the cost-per-click (CPC) bids and increase the budget Delete keywords that are generating the most clicks Clyde wants to raise the profile of his dance school. A “Display Network” campaign can help him: Answer pick the most popular keywords for his campaign match his ad text to what people are searching show ads on dance websites and YouTube videos show ads when someone searches for dance classes How much are you charged for a click on your AdWords ad? Answer You're charged only the minimum amount needed to maintain your ad's position. You're charged $0.01 for every click. You're charged 10 cents more than the next highest bid. You're charged the full amount you bid. Which is a benefit of advertising online? Answer Increase your position in organic search results Reach people who are likely interested in what you're advertising Automatically collect information about potential customers Make money by showing ads on your website

20. Let's say your cost-per-click is $0.05 on average and you want around 200 clicks per day. What should you set as your daily budget? Answer $2.50 $10 $25 $5 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? Answer • AdWords policies can keep disapproved ads and websites out of organic search results • AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users • AdWords policies can help keep ad costs low and affordable for advertisers • AdWords policies can help web users distinguish between ads and search results 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 for this client? •Create a separate ad group to target ads and bids for Tokyo •Use a location bid adjustment to increase bids for customers in Tokyo •Use the user location report to understand if people who click your ads are located in Tokyo •Refine where your ads show by adding the keyword "Tokyo" Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility? •Budgets cannot be applied to online campaigns due to constant changes in traffic. •Budgets for online campaigns can only be set once annually and require a fixed commitment. •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.

21. •Online campaigns generate clicks, whereas other channels generate exposure. You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign? •You can’t calculate return on investment for campaigns that are focused on online leads •The number of clicks your ad received divided by the number of times it showed •How much you’ve spent on the campaign compared to the value of leads generated •The percentage of budget spent compared to how many forms were completed Which delivery type shows your ads at an even pace throughout the day? •Accelerated delivery •Standard delivery •Delayed delivery •Optimized delivery Which bid strategy should Sara use if her goal is to get more people to call her local catering business? •Cost-per-acquisition (CPA) •Cost-per-view (CPV) •Cost-per-click (CPC) •Cost-per-thousand-impressions (CPM) Your client wants to improve her ad position. What would you recommend? •Make the ad headline longer and more descriptive •Add more keywords and increase daily budget •Improve Quality Score and decrease bid amount •Improve the ad quality and increase bid amount 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 her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

22. •Costs to produce her purses and revenue generated from her ads •How many times her ads have been viewed and clicked on •Number of clicks on her ads and revenue they generated •Number of clicks on her ads and costs to produce her purses Mary's campaign consistently meets its average daily budget. What should she do to maximize her budget throughout the entire day? •Change the ad delivery method from "Standard" to "Accelerated" •Change the ad delivery method from "Accelerated" to "Standard" •Segment her campaign performance by time of day •Increase her daily budget Why would an advertiser use sitelinks? •To let customers click a button to call the business •To give customers quick access to multiple pages of an advertiser's website •To show a link that sends people to the app store or starts downloading an app •To showcase customer reviews with high-quality survey data Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers? •Use the paid & organic report to show when his website appears in organic search, with no associated ads •Use the Search term report to show which search terms lead to the most clicks on his ads •Use the top movers report to show which campaigns have seen the biggest change in clicks since last month •Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text? •A call-to-action like "Visit our gym now" •A call-to-action like "Sign up for a free trial" •A promotion like "20% off fitness classes" •A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE” 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:

23. •Exact match keywords •Broad match keywords •Negative match keywords •Phrase match keywords When building a keyword list for a Display Network campaign, you should do which of the following: •only use Keyword Planner to identify new keywords •use agressive targeting to identify new keywords •only include exact match keywords •include keywords that are related to the websites your customers visit A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal? •She can use mobile app extensions to reach users in apps •She can use keywords like "mobile app" to target people who are more likely to download her app •Google's Search Network will help her target people who are more likely to download her app •Google’s Display Network includes many mobile apps where she could show her ad What's one of the main benefits of using ad extensions? •Extensions increase your reach by showing your ad on more advertising networks •Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent •Extensions provide additional information to make your ads more relevant to customers •Extensions are automated so you don't have to create your ads •Adam, a flower shop owner, wants to drive phone calls to his store. Which Adwords tool should he use to track how many calls result from ad clicks on a mobile phone? •Answer •Search terms report •Conversion tracking •Impressions What report can help you identify opportunities to improve your keywords and ads? •Time segmentation report •Auction insights report

24. •Paid & organic report •Search terms report 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 •The bids of the next closest advertiser •The Quality Score of the keyword •The average profit per conversion When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords? •Broad match only includes the exact words and phrases a user searches for •AdWords can automatically include these variations for you •AdWords only shows an ad for keywords with proper spelling and plural forms •Your keyword list would be disapproved based on Google's advertising policies Your new client's AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re–organizing this client's keywords? •Create new ad groups with related keywords grouped together •Create new ad groups with several keyword match types •Create one ad group for every five keywords •Remove half of the keywords from the ad group You can use Keyword Planner to identify: •webpages where your ad can appear based on your keywords •the number of negative keywords you should add •the amount of traffic potential keywords might get •which text ads are performing best based on your keywords An advertiser wants to increase the Quality Score of a low–performing keyword. Which approach would you recommend? •Modify the ad associated with that keyword to direct to a highly-relevant landing page •Set an ad group bid adjustment of +20% for that keyword •Delete the keyword and add a synonym of the keyword to the campaign •Delete the keyword and use Keyword Planner to find more relevant keywords

25. Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign type is a good fit? •“Display Network” •”Shopping” •“Search Network” •“Search Network with Display opt-in” If you bid $2 for a click and the next highest bid is $1.25, how much will you pay? •$2 •$1.24 •$1 •$1.26 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 AdWords manager account •Consolidate the 3 accounts into a new AdWords account you create •Pause your clients’ campaigns and recreate them in your AdWords manager account •Use your clients’ sign–in information to access and manage the accounts What value is used to determine whether your ad will show on a page and, if so, the ad's position? •Quality Factor •Quality Score •Ad Rank •Ad Score Which statistic indicates how often a click has led to a conversion? •Clickthrough rate (CTR) •Cost–per–conversion •Cost-per-thousand impressions (CPM) •Conversion rate An advertiser wants to know if Shopping ads will appear on YouTube. What should you tell her?

26. •Shopping Ads can only appear on Google.com •Shopping ads can only show on pre-roll video ads on YouTube •Shopping Ads can only appear on retail websites. •Shopping ads can appear on Google Search partner websites like YouTube Donna sells t–shirts featuring vintage album covers. She wants people searching for unusual t–shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend? •“Display Network” •“Search Network with Display Opt-in” •“Video” •“Search Network” An advertiser should group their campaigns by: •maximum cost–per–click (CPC) bids •number of ad groups per campaign •number of keywords •type of product or service You would choose to advertise on the Display Network if you wanted to: •show ads to people on non-Google search sites •show ads on Google Maps •show ads on Google Shopping •show ads on websites related to your business Which targeting option should an advertiser use when trying to reach 25-30 year old males? •Interest category targeting •Keyword targeting •Contextual targeting •Demographic targeting Your client wants to show ads to people who’ve visited her website before. Which AdWords feature would you recommend she use? •Ecommerce tracking •Conversion tracking •Remarketing •Dynamic Search Ads Each campaign in your AdWords account should have a single: Answer

27. • maximum cost–per–click (max. CPC) bid • landing page • ad group • business goal 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? Answer • Generic terms about running and running shoes • Specific terms about the benefits of running • Specific terms about the shoe brand and model your client is selling • Generic terms about different types of women's shoes How should an advertiser with stores in both India and Germany set up an AdWords account to target users in these different locations? Answer • None of the above. AdWords can't target users in specific locations. • Create two separate accounts, one for each of these locations. • Create two separate ad groups, each targeting one of these locations. • Create two separate campaigns, each targeting one of these locations What does a high Quality Score indicate? Answer • You have been an AdWords user for a long time. • Your ad relevance and landing page are below average. • Your ad and landing page are relevant and useful to a viewer. • Your bid is high enough to have your ad displayed.

28. An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of the advertiser's ad showing in the top position? Answer • Decrease cost-per-click (CPC) bid and decrease daily budget • Improve Quality Score and decrease cost-per-click (CPC) bid • Improve Quality Score and increase cost-per-click (CPC) bid • Decrease cost-per-click (CPC) bid and increase daily budget 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? Answer •Pause the campaign to stop showing ads and accruing costs •Change the ad delivery method from "Accelerated" to "Standard" •Increase the maximum cost–per–click (CPC) bid •Lower the daily budget amount Why should you link your client’s AdWords account to Search Console? Answer •See how often your ads rank higher in search results than those of other advertisers participating in the same auction •See which campaigns have the biggest changes in clicks, costs, and conversions •See if people reach your client’s website via ads or organic search results •See how your ads performed when triggered by actual searches You would advise a client that's launching a new product line to advertise on the Display Network because she can: Answer •reach people who are interested in similar products •use text ads that encourage people to visit her website •reach people who are searching for her products

29. •use text ads that encourage people to call her business Why might you use the “Search Network campaigns with Display opt-in” campaign type? Answer •You can use one budget to advertise on the Search Network and Display Network •Your ads only show on the first page of search results •Your video ads can run on the Search Network •You can pick the exact websites where you want your ad to show How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Display Network? Answer •Ads using CPC bids are not allowed to compete on the Display Network •CPC and CPM bids only compete against bids of the same type •CPC bids are effectively converted to CPM bids •CPM bids are effectively converted to CPC bids Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign? Answer •Increase bids on relevant keywords with low clicks and clickthrough rate (CTR) •Broaden his keyword list for ads with the lowest clickthrough rate (CTR) •Add new relevant keywords and remove keywords with low clickthrough rate (CTR) •Increase bids for ads with the lowest average position and clickthrough rate (CTR) Conversion tracking helps you improve the return on investment (ROI) from your online advertising because it: Answer •shows you which ads lead to customer actions that have value for your business

30. •automatically gives you personal details about the people who convert •measures trends relating to the search terms people have used before seeing your ad •focuses on getting customers to complete an online purchase Which two metrics help show you how many people found your ad compelling enough to actually click on it and visit your website? (Choose 2) Answer (Select All Correct Responses) •Clicks •Clickthrough rate (CTR) •Search terms •Impressions Which of these metrics is especially important to clients who are running a branding campaign? Answer •Phone call conversions •Impressions •Average cost–per–click (avg. CPC) •Clickthrough rate (CTR) Which is a benefit of advertising online with Google AdWords? Answer •Advertisers can choose how much they spend and only pay when someone clicks their ad •Advertisers can pay to always show their ad above the organic search results •Advertisers pay the same amount every time someone clicks their ad •Advertisers can have ads automatically translated into different languages You would choose to advertise on the Search Network if you wanted to:

31. Answer •choose the types of websites where you want your ads to show •choose from a range of ad formats, like video and image ads •reach customers while they’re searching for your products or services •reach customers browsing websites related to your business When someone clicks your ad, the actual amount you're charged will be: Answer •The minimum needed to hold your ad position, under the maximum cost–per–click (max. CPC) limit •The minimum needed to hold your ad position or 50% of your maximum cost–per–click (max. CPC) bid, whichever is greater •The minimum needed to hold your ad position, but never less than 50% of your maximum cost– per–click (max. CPC) bid •The minimum needed to hold your ad position, but never more than 120% of your maximum cost–per–click (max. CPC) bid How are rich media ads different from other ad formats? Answer •They are ads with animation or other types of motion •They are static image ads •They are displayed on the Search Network •They are a type of text ad Sally's Spice Store sells a variety of spices and healthy cooking ingredients. Which targeting method should Sally choose if she wants her ads to show on websites that focus on health, wellness, and home-cooking? Answer • Intuitive targeting • Placement targeting

32. • Topic targeting • Location targeting 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? Answer • Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data • Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount • Online advertising is always less expensive than traditional media • Traditional media generates exposure, but online advertising campaigns can guarantee sales What happens as a result of a search campaign consistently meeting its daily budget? Answer •Fewer sites targeted at once •Accelerated ad delivery •Missed potential ad impressions •Higher average cost–per–clicks (CPCs) What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand? Answer •Use a balanced combination of broad-, exact-, and phrase-matched keywords •Add affinity audiences targeting people interested in green living and beauty •Increase the daily budget and add text ads with clear call-to-actions like "Buy now" •Target large metropolitan areas where people are more likely to encounter her product You can win a higher ad position in the auction with a lower cost–per–click (CPC) bid by:

33. Answer •creating ads that include terms or phrases people are searching for •All of the listed answers •creating ads that link to a generic landing page •creating high–quality ads and landing pages Which two bidding strategies can boost brand awareness and recognition? (Choose 2) Answer •Cost-per-acquisition (CPA) •Cost-per-click (CPC) •Cost-per-thousand viewable impressions (vCPM) •Cost-per-view (CPV) 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? • Create multiple campaigns that target different devices, and monitor the results • Segment his campaign statistics by device • Set up an experiment to test which device he should target •Create multiple ad groups that target different devices, and monitor the results What happens when a campaign consistently meets its average daily budget? Answer • Ads in that campaign will show less often than they could • Your budget is automatically adjusted • Ads in that campaign will stop showing for the rest of the billing cycle • Average cost–per–click (CPC) bids will be lowered Higher Quality Scores typically result in: Answer • lower costs only • lower costs and better ad positions

34. • higher costs and better ad positions • better ad positions only Target cost-per-acquisition (CPA) bidding can help drive conversions by using your conversion history and: Answer • cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely • cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely • cost-per-click (CPC) goals to raise your bid when a conversion is more likely • cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely