Google AdWords Advanced Search Advertising Exam question and answers 2018
Google AdWords Advanced Search Advertising Exam question and answers 2018
How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts
A) Add a customized column for "queries" on the Keywords tab
B) Use the Ad Preview and Diagnosis Tool on the Tools tab
C) Review " Automatic placements" on the Display Network tab
D) Select the "Details" drop-down menu on the Keywords tab
On which tab can advertisers see credits for invalid clicks within their AdWords accounts?
A) Opportunities
B) Billing
C) My account
D) Campaigns
In order to achieve the best performance possible from text ads, which is a best practice that should be followed?
A) Use at least five keywords from the ad group directly in the ad text
B) Use account statistics and reports to monitor ad performance
C) Include words like "find" and "searchA" in the ad text
D) Include no more than one ad text per ad group
Which information does the Conversion Optimizer need in order to find the optimal cost-per-click (CPC) bid for an ad each time the ad is eligible to appear?
A) Manual bid changes
B) Historical conversion data
C) Test conversions
D) Forecast data
If an advertiser has the same keyword in two different ad groups, the one to win a given auction will be the keyword with the:
A) highest maximum cost-per-click (CPC) bid
B) most historical data in the account
C) best Quality Score
D) highest Ad Rank
You're using target search page location bidding. You know it's working because you see your ad:
A) repeatedly mixed in with the organic search results
B) on the second page of Google search results or in the second positions
C) on the first page of Google search results or in the top positions
D) at the bottom of the every page of search results
A high Quality Score can:
A) be assigned to negative keywords
B) improve an ad's position
C) be achieved with an increase in bid
D) prevent an ad from being served
Each of the following are benefits you would expect from Product Listing Ads except:
A) Ease of targeting without needing keywords
B) More traffic and leads
C) Automatically produced video commercials
D) Better qualified leads
The AdWords Application Programming Interface (API) allows develoepers to use application that:
A) are accessible only through AdWords editor
B) can appear throughout the Google Search Network
C) can be uploaded into the Ad gallery
D) interact directly with the AdWords server
What are Sitelinks?
A) Links from other sites to your site
B) Links to other websites that appear beneath the text of your Search ads
C) Links to more pages of your site that appear beneath the text of your Search ads
D) Links from your site to other sites
An advertiser can apply mobile bid adjustments at which of the following levels?
A) Campaign level
B) Keyword level
C) Account level
D) Ad level
AdWords Editor allows users to:
A) invite new users to share accounts
B) find relevant ads on Google partner sites
C) make live edits to multiple accounts simultaneously
D) access multiple accounts offline
One factor the AdWords system uses to calculate an ads actual cost-per-click (CPC) is the:
A) actual cost-per-click (CPC) of the ad showing one position lower on the page
B) location targeting of the ad showing one position lower on the page
C) cost-per-thousand impressions (CPM) of the ad showing one position lower on the page
D) Ad Rank of the ad showing one position lower on the page
Advertisers can provide physical address information about their businesses through Google Places accounts. Ads that include this type of information are eligible to show on:
A) mobile devices with GPS enabled only
B) Google Maps only
C) any networks selected in the campaign settings
D) Google search only
What is the definition of actual cost-per-click (CPC)?
A) The average CPC the advertiser needs to pay in order to achieve top position
B) The least possible CPC the advertiser needs to pay to maintain an achieved position
C) The CPC according to a price list, which is then updated daily
D) The CPC an advertiser was charged minus credits for overshot daily budget
An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?
A) The Quality Score for the account was reset after the ad was edited
B) The advertisers landing page is down for maintenance
C) The edited ad is less relevant to the keywords within the ad group
D) The edited ad has a lower conversion rate after the changes were made
You are running a Search campaign for an accounting software provider that wants to estimate lifetime customer value as a primary benchmark for performance. They charge $10/mo for Basic service and $20/mo for Pro. Which formula best describes their average lifetime customer value across all service offerings?
A) ($10)*(% Basic customers)*(Basic average lifetime in months) + ($20)*(% Pro customers)*(Pro average lifetime in months)
B) ($10)*(% Basic customers) + ($20)*(% Pro customers)
C) ($10+$20)*(% Basic customers)*(Basic average lifetime in months)/($20)*(% Pro customers)*(Pro average lifetime in months)
D) ($10*$20)(Total monthly conversions)/(Total customer count)
An advertiser has several keywords set to broad match and would like to see the actual search queries that triggered his ads. This information can be found in the:
A) Ads tab of a specified group
B) Ad extensions tab
C) Opportunities tab
D) "Details" drop-down menu on the Keywords tab.
An advertiser wants to increase the position of an ad on Google, but is not willing to raise bids to accomplish this goal. What else should the advertiser do in an attempt to increase Ad Rank?
A) Change keyword match types from exact match to phrase match.
B) Make changes to improve the Quality Score of the ads keywords
C) Lower bids on keywords with high clickthrough rates (CTRs).
D) Review Impression Share report data to identify missed opportunities
Which allows advertisers to automate AdWords reporting and campagin management?
A) Use of Structured Query Language (SQL) server reporting services
B) Execution of multiple reporting tasks from multiple computers
C) Execution of repetitive Data Mining Extensions (DMX) queries
D) Use of an AdWords Application Programming Interface (API) web service
How might an advertiser compare, over time, two campaign metrics such as "cost per conversion" and "cost"?
A) Run an impression share report and select to display the two metrics
B) Filter all keywords with an average position greater than three
C) Select the two metrics in "Graph options" on the Campaigns tab.
D) Search the account for keywords with high average cost-per-click (CPC) bids.
In an AdWords account, which statistic is viewable for each ad group?
A) Purchase funnel abandonment by step
B) Average cost-per-click (CPC)
C) Percent of impressions blocked by negative keywords
D) Performance by Internet Protocol (IP) address
Linking your Google+ Page to your AdWords account...
A) Cannot be done if you have a Google Merchant account
B) Requires a 2-month approval process
C) Enables users to login to your website through your Search advertisements
D) Enables you to show more endorsements for your business from your customers and supporters
Which is the quickest way to add a long list of locations to target in an AdWords campaign?
A) Select "Bulk locations" in the advanced section of a campaigns location settings
B) Add locations as keywords to the campaign
C) Search for each location in the search tab of locations settings
D) Enter a value in the "Show my ads within" box
Advertisers who check web server logs may find their ads received multiple clicks from a single Internet Protocol (IP) address. This could be a result of:
A) duplicate keywords added to multiple ad groups in one campaign
B) incorrect IP address information filtered from Google Analytics
C) Internet Service Providers (ISPs) who assign the same IP address to multiple users
D) query parsing being used to show geo-targeted ads to users in a different city
A user clicks on an ad promoting a sale on sneakers. Upon clicking, the user is taken to a page that does not contain sneakers, but rather discount sunglasses. The user also encounters pop-ups while trying to navigate the site. What should the advertiser do to improve the users experience?
A) Link to the webpage that is relevant to the ad and remove the pop-ups
B) Ensure that the pop-ups relate to the users search
C) Edit the ad text to promote the sunglasses in addition to the sneakers
D) Provide original content that cannot be found on another site
You are an independent consultant selling an ebook you wrote about Search Engine Marketing for $50. You have campaigns across multiple online advertising platforms: search networks, display networks, & other advertising networks. Which approach to CPA targets and budget is best suited to maximize your total profit?
A) Predetermined budget to be divided across all platforms. Allocate the most budget to the platforms with the lowest CPA
B) Unlimited budget on all platforms where ROI is positive. Use a single CPA taret for all channels which matches the channel with the lowest CPA
C) Predetermined budget, to be divided equally across all platforms. Minimize CPA on all platforms
D) Unlimited budget on all platforms where ROI is positive. Find a different CPA for each platform which maximizes profit based on costs, sales volume, & contribution to overall marketing campaign.
You can add a '+' modifier in front of broad match keywords to...
A) specify that someone's search must include certain words or their close variations
B) indicate that this keyword should be dynamically inserted into your ad text
C) only trigger ads when the Google+ social extension is available
D) overrides negative keywords with an explicit positive keyword
Exact Match Impression Share metrics:
A) are available for both Search and Display Network campaigns
B) summarize impression share statistics for all keywords currently set to exact match
C) calculate impression share as if all keywords were set to exact match
D) are only available at the account level
An advertiser who sells designer dresses is selecting a landing page to pair with new ads for spring dresses. A good landing page for the spring dress collection ads would display
A) a page of the top-selling dresses for all seasons
B) a catalog of all dresses available on the website
C) several colors of spring dresses (spring dresses in several colors)
D) spring dresses, skirts, belts, and shoes
An advertiser enabled Conversion Optimizer and noticed a decrease in the number of conversions. What could have caused this decrase to occur?
A) The cost-per-click (CPC) bid was lower than the recommended amount
B) The specific Conversion Optimizer code snippet was not added to the site
C) The maximum cost-per-acquisition (CPA) bid was lower than the recommended amount
D) The ads in the campaign are waiting to be approved
In a Reach and Frequency report, "Frequency" is defined as the:
A) average number of times a user is exposed to an ad
or
the average number of times a unique user sees an ad over a given time period
B) total number of ad impressions
C) average number of times a video ad is played by a user
D) average number of times an ad appears on a single webpage
Reviewing "Search Terms" data on the Keywords tab will help advertisers to identify
A) new keywords ideas for a campaign
B) keywords with low Quality Scores
C) potential new placements to target on the Google Display Network
D) ad groups or campaigns that should be paused
Dynamic search ads would be most helpful for...
A) Websites with hundreds or thousands of products, services, or listings that frequently change
B) Moving an ads position dynamically in whatever direction a users eyes are looking
C) Campaigns that need to reduce exposure on competitive keywords
D) A local restaurant with a dynamically changing menu that offers fresh new entrees every few months
Janes e-commerce site sells a wide variety of bicycle equipment. She wants to estimate her profit-per-conversion for each ad group to get a sense of which ad groups are immediately profitable in the short term. Which formula best estimates Janes profit-per-conversion before advertising expenses?
A) (Avg Revenue per Order) * (Profit Margin)
B) (Total Profit)/(Total Revenue)
C) (Avg Profit per Order) * (Conversion Rate)
D) (Avg CPC) * (Conversion Rate)
Which is the next stage of detection in an AdWords accont, if Googles automatic filtering system does not successfully remove all potentially invalid clicks?
A) Advertiser reports suspicious activity in the account
B) Alert from the AdSense team about publisher suspension
C) Third-party analysis of advertisers web server logs data
D) Proactive offline analysis by the Google Ad Traffic Quality Team
If the query "Seattle plumbers" is entered into Google, Google will use the location term that is part of the query to show ads:
A) that have included "Seattle" as an exact match in keyword lists
B) targeted to areas surrounding the city of Seattle
C) targeted to Seattle, regardless of the users location as long as they are in the US
D) to that user based on IP (Internet Protocol) address
Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?
A) Shopping cart header
B) Confirmation page after a purchase
C) Website homepage
D) Landing page of an ad
The keyword insertion code in an ads headline reads: "Buy {KeyWord:Books}." The related ad appeared when a user searched "flower books" and the query expanded to a broad-matched keyword in the account, "gardening books." In this example, how would the ads headline be displayed?
A) Buy keyword books
B) Buy Gardening Books
C) Buy Books
D) Buy flower books
If multiple individuals make changes to one AdWords account, upon opening the account in AdWords Editor, they should
A) click "get recent changes" in the tool bar (download recent changes)
B) contact all other account managers
C) disapprove any new proposals that appear
D) refresh the account in AdWords
AdWords Campaign Experiments allow you to...
A) Test changes to your account for a portion of the auctions that your ads participates in
B) Automated different images and text on your site to understand what converts most effectively
C) Receive written feedback from users based on their experience on your site
D) Request a formal analysis from Googles Campaign Experiments team that isolates the effect of online advertisements of offline purchases
Business listings in Google Places can be:
A) entered into their own ad auction
B) location extensions in AdWords
C) conversions in Adwords
D) physical locations or mobile applications
An ad group contains the phrase-matched keyword "underwater camera." Which search query may trigger an ad in this ad group to display?
A) affordable underwater digital camera
B) water-proof camera
C) camera for use underwater
D) underwater camera case
An advertiser targeting only France determines that clicks have been received from users in Switerzland. Why might clicks outside of the target location occur?
A) Users globally are searching Google from mobile phones
B) Users in Switzerland are searching on Googles French domain
C) French users are visiting Switzerland and searching Google
D) French users were looking at Swiss news sites that show Google display ads
You are gaining a reputation as a true wizard of AdWords and just won a multi-million dollar client to consult on bidding strategy. Your new client asks you to set bids that maximize profit, focus on the top 3 positions, and minimize CPA. How can you most effectively meet their goals?
A) Set bids that minimize CPA within the top 3 positions, but explain that profit cannot effectively be optimized simultaneously
B) Explain that all three objectives contradict each other and the tradeoffs at risk. Understand the clients priorities and adopt a bidding strategy with minimal contradictions.
C) Set bids that simultaneously optimize profit, position, and CPA all to the perfect point
D) Set bids that minimize CPA while maximizing profit, but explain that position cannot effectively be optimized simultaneously
In a Reach and Frequency report, "Reach" is defined as the:
A) distance between a user exposed to an ad and the business location of the advertiser
B) demographic populations to which an ad is served
C) geographic locations in which an ad is served
D) number of unique users exposed to an ad
or
an estimate of the number of users exposed within a selected location target, based on unique cookies
At which level of an AdWords account can an advertiser make changes to network and location targeting settings
A) Account
B) Ad group
C) Campaign
D) Keyword
Information an advertiser would find in the Change History tool would be
A) changes made by the Ad Automator feature
B) adjustments made to the daily budget
C) credit card information associated with the account
D) timestamps for when ads were approved or disapproved
An advertiser implements Conversion Optimizer and notices campaigns are receiving fewer conversions than before the tool was implemented. Which action should the advertiser take to increase the number of conversions received?
A) Set campaign budget to a 30-day cycle
B) Increase the maximum cost-per-acquisition (CPA) bid
C) Opt out of the Google Display Network
D) Narrow location targeting settings
The purpose of a developer or authentication token is to track:
A) Application Programming Interface (API) usage
B) AdWords usage
C) Application Programming Interface (API) access by application
D) AdWords applications
Intergalactic Teleportation Inc uses AdWords to generate leads for their sales team. Leads are tracked by Conversion Tracking via a Contact Sales form. The sales team converts 10% of leads into deals. For each deal an additional 15% of business is gained from word-of-mouth. Which formula best describes value-per-conversion?
A) (Average deal value) * (10%) / (115%)
B) (Average deal value) * (0.15)
C) (Averaage deal value) * (10%) * (115%)
D) (Averaage deal value) * (10%) * (15%)
You are CEO of a small e-commerce shop and your team is debating AdWords performance metrics to maximize profit. Budget is unlimited as long as ROI is positive. Whose recommendations most effectively position you for maximum profit?
A) Lou: "We get a CPA of $15 on our e-mail campaign. Lets meet or beat that benchmark across all marketing platforms."
B) Joe: "An MBA class once suggested ad-spend should always be 9% of revenue. Lets use that as our target ROI."
C) Jane: "A $15 CPA is okay, but if we could get it down to $10, that would give us more profit-per-customer."
D) Pete: "Lets start by verifying our campaign is profitable, then test different CPA tarets to find which maximizes total profit."
An advertiser selling anti-bacterial toothbrushes wants to invest in their brand with a set marketing budget. They want another campaign that maximizes profit as long as ROI is positive. Which account structure acheives both goals?
A) Run everything in a single campaign, allocating the set marketing budget to it
B) Automated everything in a single campaign with Branding and ROI optimizer
C) Allocate the set marketing budget across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved.
D) Divide the marketing budget between Search and Display and run two separte campaigns
An advertiser runs a report at the Campaign level and includes invalid clicks statistics. The report indicates that 20% of clicks received during the selected time period were invalid. This means that the invalid clicks were:
A) filtered out of the account before they accrued cost
B) charged to the account
C) removed as a result of a proactive investigation
D) credited to the account
Which AdWords feature is compatible with Conversion Optimizer
A) Separate Display Network bids
B) Advanced Ad Scheduling
C) Enhanced CPC
D) Ad Extensions
An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?
A) My Client Center (MCC)
B) AdWords Application Programming Interface (API)
C) AdWords editor
D) Automatic cost-per-click (CPC) bidding
How does the Conversion Optimizer use an advertisers cost-per-acquisition (CPA) bid to determine the optimal equivalent cost-per-click (CPC) bid for each auction?
A) The CPA bid is multiplied by the predicted conversion rate
B) The CPA bid is the highest the system will allow the CPC bid to reach
C) The actual CPC bid is based on current max CPC settings
D) The CPC bid is one-tenth of the CPA bid by default
What determines a keywords clickthrough rate (CTR)?
A) Number of impressions divided by the average position
B) Number of clicks accrued per day
C) Number of impressions divided by the number of clicks
D) Number of clicks divided by the number of impressions
You own a pizzeria in downtown Chicago. With call extensions, a customer who searches for pizza on her mobile phone can see your ad along with your phone number and make the call with one click. How is that priced?
A) Click-to-call ads are priced by the minute based on the call's duration
B) Prices are negotiated in advance with discounts for bulk purchases
C) The cost is the same as a standard click on the ad
D) Click-to-call ads are flat-fee based on the caller's phone model
A user conducts a search on the term "laptop computers" and clicks on an ad. Which landing page would be the most relevant to that user?
A) A category page containing both laptop and desktop computers
B) An electronic store's homepage
C) A category page containing a variety of laptop computers
D) A product page for a desktop computer
An advertiser who sells laptop computers only wants to reach consumers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:
A) negative keywords such as -review or -comparison
B) phrase match keywords such as "laptop" or "computer"
C) negative match keywords such as -buy or -purchase
D) exact match keywords such as [rate], [review], or [compare]
Often, the "last click" before a conversion gets all the credit. But there are often assist clicks and assist impressions that help guide your customers to conversion. Which built-in AdWords report can show you this performance data?
A) Campaign Settings
B) Search Funnels
C) Billing Preferences
D) AdWords Editor
A new coffeehouse downtown would like to run an "afternoon espresso" promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?
A) Position Preference
B) Automatic Bidding
C) Ad Scheduling
D) Keyword Planner
Which feature distinguishes location extensions from regional and customized campaign targeting?
A) Location extensions will appear when a user located near the advertised business searches on relevant terms.
B) Customized campaign targeting determines which address appears below the ad.
C) Location extensions will appear when an advertiser has targeted a specific region or location
D) Customized campaign targeting is required in order to enable location extensions
An advertiser notices that clicks have suddenly increased and is concerned that they might be due to invalid activity. What is the first thing the advertiser should do to investigate this situation?
A) Look at click patterns over time and rule out legitimate reasons for increased activity
B) Submit an invalid clicks report to the Google AdWords team
C) Pause the affected campaign until an invalid clicks investigation is complete
D) Submi new ad text variations for review
One reason for using Conversion Optimizer is to:
A) maximize ad exposure
B) dynamically manage ad position
C) generate more clicks than manual bidding would generate
D) avoid unprofitable clicks
How should advertisers use their websites to help them structure their accounts?
A) Organize ad groups and campaigns to reflect the layout of the website
B) Organize keywords to cover each word represented on the website
C) Add the website's URL as a keyword to each ad group
D) Add the headings from the website as keywords across campaigns
Which is the most appropriate action to take when a keyword is below the "first page bid estimate" listed in the Status column of the Keywords tab?
A) Consider increasing the bid or editing the keyword to improve Quality Score
B) Delete the keyword from all instances in the account
C) Change the match-type to the keyword to Exact
D) Always increase the keyword bid to the "first page bid estimate"
Megan enabled Conversion Optimizer in all six of her campaigns. How can she tell if Conversion Optimizer is improving campaign performance
A) Monitor overall changes in clicks received
B) Enable and disable Conversion Optimizer every other day to observer differences
C) Compare average CPA and conversion rate before and after using Conversion Optimizer
D) Install new Conversion Tracking code
Megan enabled target cost-per-acquisition (CPA) bidding in all 6 of her campaigns. How can she tell if it's improving campaign performance
A) Monitor overall changes in clicks received
B) Enable and disable Conversion Optimizer every other day to observer differences
C) Compare average CPA and conversion rate before and after using Conversion Optimizer
D) Install new Conversion Tracking code
What can be learned from a Search Funnel?
A) Search impressions share for the last 30 days compared to CPC trends over time
B) Budget usage for all Search Campaigns, including budget limitations and opportunities for more traffic
C) The number of searches completed during a given period of time
D) The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign
To improve the performance of an ad group on the Search Network, advertisers should create ad groups containing:
A) managed placements and keywords
B) destination URLs set at the ad group level
C) at least 50 keywords
D) keywords that are also included in the ad text
Which are key elements to keep in mind when optimizing a landing page for AdWords
A) Prominent headlines in several font styles and text sizes
B) Clear landing page layout and several links to related websites
C) Relevant and original content that clearly represents the business
D) Correct programming language used to construct site
The IP Exclusion tool allows advertisers to:
A) discover IP addresses of competitors
B) obtain IP addresses for valuable website visitors
C) determine which IP addresses have seen ads
D) prevent specific IP addresses from seeing their ads
Which scenario would record to two conversions (1-per-click)?
A) A users clicks on an ad, converts, and returns to the site using a bookmark within 30 days and converts again
B) A user clicks on an ad, does not convert, then returns to the site using a bookmark within 30 days and converts
C) A user clicks on an ad and does not convert. The user performs the search again the following day, clicks on the same ad and converts
D) A user clicks on an ad and converts. The user performs the search again the following day, clicks on the same ad and converts again
How could an advertiser determine the most profitable keywords within a campaign?
A) Compare the costs accrued by each keyword with the conversion data for that keyword
B) Identify the keywords with the lowest "first page bid estimates"
C) Compare the total clicks to total conversions for each keyword in the account
D) Identify the keywords with the highest clickthrough rate
Bud would like to test new logic in his application that uses the AdWords Application Programming Interface (API) without modifying his live AdWords campaigns. Which tool would allow him to do this?
A) AdWords API Sandbox
B) Ad Preview Tool
C) AdWords API Tokens
D) Keyword Planner
An advertiser in Canada wants to view ads as they would appear to users in Mexico. Which tool should this advertiser use to accomplish this goal?
A) Ad Preview and Diagnosis Tool
B) Keyword Planner
C) Display Planner
D) Change history
Which approach to bidding is best suited to maximize profit?
A) Maximize ROI as a percentage
B) Minimize CPA
C) Maximize conversions
D) Balance CPA and # of conversions
In order to differentiate ads from the ads of competitors, advertisers creating text ads should:
A) mention competitor offers and prices
B) use special characters, such as asterisks or hashes
C) use exclamation points and capital letters
D) include prices, promotions, and a call-to-action
Automatic cost-per-click (CPC) bidding attempts to get advertisers the most:
A) impressions for their daily budget
B) conversions based on their conversion goals
C) clicks for their daily budget
D) impressions in their preferred position range
An advertiser that uses ad scheduling has a custom bid adjustment for 9pm - 12am on weeknights. The normal bid is USD$0.40 and the bid multiplier is 75%. How much is the advertiser bidding between 9pm-12am on weeknights?
A) USD$0.70
B) USD$0.33
C) USD$0.03
D) USD$0.30
You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which results is most likely?
A) Receive more conversions while paying more on average per conversion
B) Receive fewer conversions while paying more on average per conversion
