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Aceasta prezentare iti va fi de folos pentru ati putea face o idee despre cum vor decurge lucrurile la examenul final sustinut in cadrul Google Academy. Dincolo de chestiunile organizatorice si......

Aceasta prezentare iti va fi de folos pentru ati putea face o idee despre cum vor decurge lucrurile la examenul final sustinut in cadrul Google Academy. Dincolo de chestiunile organizatorice si administrative (conexiunea la internet, durata examenului etc) ai la dispozitie resursele necesare pentru studiu, precum si informatii despre cum se va desfasura examenul. Totodata ai o serie de intrebari posibile pentru examen.

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  • 1. Google AcademyExam Prep
  • 2. o Informatii despre Exameno De unde invat?o Cum dau exmenul?o Intrebari de examen
  • 3. o Informatii despre Exameno De unde invat?o Cum dau exmen?o Intrebari de examen
  • 4. Google Online AcademyInformatii administrativeEXAM PREP > Informatii despe examenWebDigital - Agentia ta Specializata in PPC MarketingExamenul se da exclusiv online. Atentie la conexiunea lainternet!Examenul dureaza 120 de minute. Atentie la baterialaptopului!Examenul nu poate fi pus pe pauzaIntrebarile pot avea un raspuns sau variante multiple deraspuns
  • 5. Google Online AcademyInformatii administrativeEXAM PREP > Informatii despe examenWebDigital - Agentia ta Specializata in PPC MarketingDupa ce ai inceput examenul nu mai poti folosi nicioaplicatie pe calculator cat timp dureaza testul.Pentru a promova examenul trebuie sa obtii un scor deminim 85%Daca pici examenul il poti da din nou dupa 7 zile
  • 6. o Informatii despre Exameno De unde invat?o Cum dau exmen?o Intrebari de examen
  • 7. Google Online AcademyPrograma Google AdwordsEXAM PREP > De unde invat?WebDigital - Agentia ta Specializata in PPC Marketinghttps://support.google.com/adwords/certification/?hl=en
  • 8. Google Online AcademyBloguri internationaleEXAM PREP > De unde invat?WebDigital - Agentia ta Specializata in PPC MarketingAdwords.blogspot.comPerrymarshall.comPpchero.comSemgeek.comPpcblog.comSearchengineland.com
  • 9. Google Online AcademyBloguri romanestiEXAM PREP > De unde invat?WebDigital - Agentia ta Specializata in PPC MarketingPromovare-adwords.roImunteanu.comCristianignat.roSmeu.roSeogan.roBlog.2parale.ro
  • 10. Google Online AcademyTutoriale VideoEXAM PREP > De unde invat?WebDigital - Agentia ta Specializata in PPC Marketingyoutube.com/user/googlebusinessyoutube.com/user/googleanalyticsyoutube.com/user/advertisegoogle.com/ads/experienced/webinars.htmlppchero.com/category/webinars/wordstream.com/webinar
  • 11. Google Online AcademyTutoriale VideoEXAM PREP > De unde invat?WebDigital - Agentia ta Specializata in PPC Marketingyoutube.com/user/googlebusinessyoutube.com/user/googleanalyticsyoutube.com/user/advertisegoogle.com/ads/experienced/webinars.htmlppchero.com/category/webinars/wordstream.com/webinar
  • 12. Google Online AcademyCarti?EXAM PREP > De unde invat?WebDigital - Agentia ta Specializata in PPC Marketing
  • 13. o Informatii despre Exameno De unde invat?o Cum dau exmenul?o Intrebari de examen
  • 14. Google Online AcademyPasul 1.EXAM PREP > Cum dau examenul?WebDigital - Agentia ta Specializata in PPC Marketing
  • 15. Google Online AcademyPasul 2.EXAM PREP > Cum dau examenul?WebDigital - Agentia ta Specializata in PPC Marketing
  • 16. Google Online AcademyPasul 3.EXAM PREP > Cum dau examenul?WebDigital - Agentia ta Specializata in PPC Marketing
  • 17. Google Online AcademyPasul 4.EXAM PREP > Cum dau examenul?WebDigital - Agentia ta Specializata in PPC Marketing
  • 18. Google Online AcademyPasul 5.EXAM PREP > Cum dau examenul?WebDigital - Agentia ta Specializata in PPC MarketingTake the Exam!
  • 19. Google Online AcademyInformatii Importante!EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingDeadline-ul pentru sustinerea examenului este 30 Iunie(dupa aceasta data nu vom putea rezolva probleme cuvoucherele)Nu uitati de cele doua concursuri - Best AdwordsProfessional & Best Online Idea - cu premii in bani de cate2500 EUR fiecare!Pentru discutii suplimentare folositi grupul online-marketing-academy-2012@googlegroups.com sau trimitetimail la academy.ro.2012@gmail.com
  • 20. o Informatii despre Exameno De unde invat?o Cum dau exmen?o Intrebari de examen
  • 21. Google Online AcademyEXAM PREP > Intrebari de examenWebDigital - Agentia ta Specializata in PPC Marketing
  • 22. Google Online AcademyHow often does the Adwords system run an auction to decide whichads to show on the Google search page?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingEvery time a user enters a search queryOnce every two hours for a given keywordOnce every 24 hours for a given keywordEvery time a new advertiser adds a keyword to an account
  • 23. Google Online AcademyQuality Score on Google search is evaluated:EXAM PREPWebDigital - Agentia ta Specializata in PPC Marketingevery 24 hoursevery 48 hoursevery time someone does a search that triggers your adNone of the above
  • 24. Google Online AcademyWhich is a factor that Google uses to target ads to users based onphysical location?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingInternet Protocol (IP) addressOperating systemTelephone numberLanguage preferences
  • 25. Google Online AcademyIf an advertiser has the same keyword in two different ad groups, theone to win a given auction will be the keyword with the:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingHighest AdrankHighest maximum cost-per-click bidBest Quality ScoreMost historical data in the account
  • 26. Google Online AcademyWhat is the quickest way to add a long list of locations to target in anAdwords campaign?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingUse the bulk link in the custom tab of location settingsSearch for each location in the search tab of location settingsAdd locations as keywords to the campaignEnter a value in the „show my ads within” box
  • 27. Google Online AcademyHow should advertisers user their websites to help them structuretheir accounts?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingOrganise keywords to cover each word represented on the websiteOrganise ad-groups and campaigns to reflect the layout of the websiteAdd the headings from the website as keywords across campaignsAdd the website’s URL as a keyword to each ad group
  • 28. Google Online AcademyA user clicks an ad promotion a sale on trainers. Upon clicking, the useris taken to a page that does not contain trainers, but rather discountsunglasses. The user also encounters pop-ups while trying to navigatethe site. What should the advertiser do to improve the user’sexperience?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingEdit the ad text to promote the sunglasses in addition to the trainersProvide original content that cannot be found on another siteLink to the webpage that is relevant to the ad and remove the pop-upsEnsure that the pop-ups relate to the user’s search
  • 29. Google Online AcademyAd-groups should be used to:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingManage your daily budget according to which keywords are a priorityControl the specific sites that your ad will be targeted to on the GDNOrganize your ads by a common theme, such as the types of products orservicies you want to advertiseControl delivery of your ads so that they appear only to users in aspecific geographical location
  • 30. Google Online AcademyIn an Adwords account, which statistic is viewable for each ad group?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingPercentage of impressions blocked by negative keywordsAverage cost per clickPerformance by IP addressLanding Page bounce rate
  • 31. Google Online AcademyA user conducts a search on the term „laptop computers” and clicks anad. Which landing page would be the most relevant to that user?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingA category page containing a variety of laptop computersA product page for a desktop computerAn electronic store’s homepageA category page containing both laptop and desktop computers
  • 32. Google Online AcademyAn advertiser who sells designer dresses is selecting a landing page topair with new ads for spring dresses. A good landing page for thespring dress collection ads would display:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingA page of the top-selling dresses for all seasonsA catalogue of all dresses available on the websiteSeveral colours of spring dressesSpring dresses, skirts, belts and shoes
  • 33. Google Online AcademyTo improve the performance of an ad group on the Search Network,advertiser should create ad groups containing:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingManage your daily budget according to which keywords are a priorityControl the specific sites that your ad will be targeted to on the GDNOrganize your ads by a common theme, such as the types of products orservicies you want to advertiseControl delivery of your ads so that they appear only to users in aspecific geographical location
  • 34. Google Online AcademyTo improve the performance of an ad group on the Search Network,advertiser should create ad groups containing:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingManaged placements and keywordsAt least 50 keywordsKeywords that are also included in the ad textDestination URLs set to the ad group level
  • 35. Google Online AcademyWhat should advertisers reference to build the foundation of theirkeywords lists?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingTheir own websitesIndustry publicationsInsights for searchTraffic Estimator
  • 36. Google Online AcademyGrouping similar keywords together in an ad-group will:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingKeep an advertiser’s average cost-per-click within a narrowrangeAllow an advertiser to create ads relevant to those keywordsEnsure that the ads and keywords in that ad-group areapprovedAllow an advertiser to use only broad match keywords
  • 37. Google Online AcademyYou can add a + modifier in front of broad match keywords to:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingSpecify that certain words must be included in someone’s searchterm to trigger your adsOnly trigger ads when the Google+ social extension is availableIndicate that this keyword should be dynamically inserted intoyour ad textOverrides negative keywords with an explicit positive keyword
  • 38. Google Online AcademyMatch TypesEXAM PREPWebDigital - Agentia ta Specializata in PPC Marketing [rochie] rochie rochie lunga“rochie alba”rochie alba lungarochie albapret rochie albapret rochierochie de seara albarochierochie alba lungarochie albahainepapetarieimobiliare+rochie +lungarochie de seara lungarochie lunga de zirochie de zi lungarochie scurta de zirochie scruta
  • 39. Google Online AcademyAn ad group contains the phrase-matched keyword „underwatercamera”. Which search query may trigger an ad in this ad group todisplay?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingAffordable underwater digital cameraCamera for use underwaterUnderwater camera caseWater-proof camera
  • 40. Google Online AcademyAn advertiser who sells laptop computers only wants to reachconsumers who are ready to make an immediate purchase online.When building the keyword list for an ad group, the advertiser shouldinclude:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingPhrase match keywords such as „laptop” or „computer”Exact match keywords such as [rate], [review] or [compare]Negative match keywords such as –review or –comparisonNegative match keywords such as –buy or –purchase
  • 41. Google Online AcademyThe keyword insertion code in an ad’s headline reads: „Buy{KeyWord:Books}”. The related ad appeared when a user searched„flower books” and the query expanded to a broad-matched keywordin the account, „gardening books”. In this example, how would the ad’sheadline be displayed?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingBuy BooksBuy keyword booksBuy flower booksBuy Gardening Books
  • 42. Google Online AcademyCapitalisation - Dynamic Keyword Insertion (DKI)EXAM PREPWebDigital - Agentia ta Specializata in PPC Marketingkeyword – nicio capitalizare, toate cuvintele sunt cu litera micaKeyword – primul cuvant este capitalizatKeyWord – prima litera a fiecarui cuvant este capitalizataKEYword – fiecare litera a primului cuvant este capitalizataKEYWord – fiecare litera a primului cuvant este capitalizata si prima litera acelui de-al doileaKEYWORD – toate literele sunt capitalizate
  • 43. Google Online AcademyAccording to ad policies, which types of words, phrases or characterscannot be included in an Adwords text ad?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingAds can’t use call to action phrases such as „click here” or„see this site”Ads can not contain words that are directly related to thekeywords that the ad is targetingAds can’t use exclamation points or question marksAll of the above
  • 44. Google Online AcademyAn advertiser who is selling computer monitors is writing new text adfor an existing ad group. Which line of ad text is written according toGoogle Adwords advertising policies?EXAM PREPWebDigital - Agentia ta Specializata in PPC Marketing20-70% off LCD monitorsCheap, cheap, cheap monitorsBUY affordable LCDs**Free** delivery on LCDs
  • 45. Google Online AcademyIn order to achieve the best performance possible from text ads, whichis a best practice that should be followed?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingInclude words like „find” and „search” in the ad textUse at least five keywords from the ad-group directly in thead textUse account statistics and reports to monitor adperformanceInclude no more than one ad text per ad-group
  • 46. Google Online AcademySomeone using the Google Russian search domain (Google.ru) changesthe language to English on the „preferences” page. This user may seeads targeted to:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingRussian speakers in the Czech RepublicEnglish speakers in the United StatesRussian speakers in GermanyEnglish speakers in Russia
  • 47. Google Online AcademyAn advertiser wants to increase the position of an ad on Google, but isnot willing to raise bids to accomplish this goal. What else should theadvertiser do in an attempt to increase AdRank?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingMake changes to improve the Quality Score of the ad’s keywordsChange keyword match types from exact match to phrase matchLower bids on keywords with high clickthrough ratesReview Impression Share report data to identify missedopportunities
  • 48. Google Online AcademyCum are loc licitatia?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingIntrarea in licitatie: in functie de AdRankAdRank = Max CPC x Quality ScoreAfisarea anunturilor: Calcul CPC EfectivCPC Efectiv = AdRank Competitor / Quality Scoreul Tau
  • 49. Google Online AcademyWhich best describes the relationship between maximum cost-per-click bids and Adrank?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingAn increased CPC bid leads directly to a large increase inAdrankAn increased CPC bid leads directly to a small increase inAdrankCPC bid is one factor that affects AdrankCPC bid only affect Adrank on the Search Network
  • 50. Google Online AcademyWhat is the definition of actual cost per click?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingThe CPC according to a price list, which is then updated dailyThe least possible CPC that the advertiser needs to pay tomaintain an achieved positionThe average CPC that an advertiser needs to pay in order toachieve top positionThe CPC that an advertiser was charged minus credits for overshotdaily budget
  • 51. Google Online AcademyOne factor that the Adwords system uses to calculate an ad’s actualcost per click is the:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingActual cost per click of the ad displayed one position lower on thepageLocation targeting of the ad showing one position lower on thepageAdrank of the ad showing one position lower on the pageCost-per-thoousand impressions (CPM) of the ad showing oneposition lower on the page
  • 52. Google Online AcademyAutomatic cost-per-click bidding attempts to get advertisers the most:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingImpressions for their daily budgetClicks for their daily budgetConversions based on their conversion goalsImpressions in their preferred position range
  • 53. Google Online AcademyCost-per-thousand impressions (CPM) biddding is an effective biddingoption for advertisers who focus on:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingLead generationPurchasesHigh click-through rateBranding
  • 54. Google Online AcademyAn advertiser looking to drive conversions is using manual cost-per-click bidding. Which factor should be most important for this advertiserwhen keyword bids are decided?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingThe bids of the next closest competitorThe profit derived from a paid clickThe cost of the bidThe Quality Score of the keyword
  • 55. Google Online AcademyWhich tool allows advertisers to test different combinations of websitecontent for the purpose of improving conversion rates?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingConversion trackingGoogle AnalyticsConversion OptimiserWebsite Optimiser
  • 56. Google Online AcademyIt is important to identify specific goals for an Adwords campaign, sothat the advertiser can then:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingBid separately for each ad variation based on its performanceUpload goals to the „Advertising goals” section in their accountMake strategic changes to the account to improve performanceManually increase click-through rate to improve performance
  • 57. Google Online AcademyAn advertiser attempts to enable Conversion Optimiser but the featureis not available in the account. Which is the most likely reason?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingThe advertiser’s campaign targets the Google Display NetworkonlyThe advertiser’s daily budget is not set to the recommendedamountThe advertiser has fewer that 15 conversions in the last 30 daysThe advertiser advertises a service rather than a product
  • 58. Google Online AcademyAn advertiser wants to allocate additional budget to advertising a newproduct line. In order to accomplish this goal, the advertiser shouldcreate:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingA campaign with a separate daily budget specific to the productlineAdditional text ads that specifically feature the product lineAn ad group specific to the product line with targeted ad textAn ad group specific to the product line with a higher daily budget
  • 59. Google Online AcademyJim’s restaurant is lauching a new campaign and would like greaterexposure on mobile devices to attract users on the go. How can this bedone?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingUse the same bids across all devicesEnable a bid adjustment to bid less aggressively on mobile devicesCreate a dedicated campaign for each mobile device targetedEnable a bid adjustment to bid more aggressively on mobiledevices
  • 60. Google Online AcademyA baker who uses Adwords to advertise costumised desserts prefers totake orders over the phone. Which mobile ad feature would be mosteffective for the baker’s campaign?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingLocation-targeted mobile click-to-call adsOperator and location-targeted video adsPlacement and mobile-targeted video adsLanguage and location-targeted image ads
  • 61. Google Online AcademyWhich can be specified at the campaign level?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingDestination URLsBilling preferencesAd textNetwork distribution
  • 62. Google Online AcademyHow could an advertiser determine the most profitable keywordswithin a campaign?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingIdentify the keywords with the highest click through ratesCompare the costs accrued by each keyword with the conversiondata for that keywordCompare the total clicks to total conversions for each keyword inthe accountIdentify the keywords with the lowest „first page estimates”
  • 63. Google Online AcademyYou’re starting a new campaign with the goals of achieving positive ROIand extending to all profitable traffic. How can the Adwords averagedaily budget setting help when starting out?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingIt can help aim for a desired average position during testingIt can help limit your costs and exposure while profitability isachievedIt can help limit exposure to only the geographical areas yousupportIt can help direct traffic to different landing pages to discoverwhich performs best
  • 64. Google Online AcademyYour agency has won four new clients. Three have the potential totrack conversions and may consider an unlimited budget if ROI ispositive. Which three?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingRetail e-commerce selling luxury goods and tracking conversionsNetwork security company tracking free trials, some of which convert toa purchaseImprov comedy group promoting a mysterious video with no immediateways to interactCustom-branded merchandiser tracking inquiries, some of which convertto a deal
  • 65. Google Online AcademyYou’re launching a new campaign selling stylish office furniture. You’dlike to grow it to maximize profit to all traffic available on your currentkeywords. If only allowed one cycle, which order of steps below ismost likely to capture the most profit?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingAchieve profitability → Test different bids to optimize profit → Gradually increaseAdwords daily budget to traffic available, maintaining profitability each stepAchieve profitability → Gradually increase Adwords daily budget to trafficavailable, maintaining profitability each step → Test different bids to optimizeprofitTest different bids to optimize profit → Gradually increase Adwords daily budgetto traffic available, maintaining profitability each step → Achieve profitabilityTest different bids to optimize profit → Achieve profitability → Gradually increaseAdwords daily budget to traffic available, maintaining profitability each step
  • 66. Google Online AcademyOften, the „last click” before a conversion gets all the credit. But thereare often assist clicks and assist impressions that help guide yourcustomers to conversion. Which built-in Adwords report can show youthis performance data?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingAdwords editorSearch funnelsBilling preferencesCampaign settings
  • 67. Google Online AcademyWhich tool provides control and organisation functionality acrossmultiple Adwords accounts?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingAd Creation MarketplaceMy Client CenterWebsite OptimiserInsights for search
  • 68. Google Online AcademyA My Client Center account functions primarly as:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingA separate Adwords account with its own keywords and campaignsA dashboard that allows clients view-only access to Adwords reportsA bid management system for Adwords clients managed by resellers andagenciesAn umbrella account that allows for access to individual accounts with asingle login
  • 69. Google Online AcademyA My Client Center user wants to link a new client account into theMCC. In order to start the process, the user should:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingContact Adwords support to obtain account detailsHave administrative access to the existing Adwords accountObtain the billing address for the existing Adwords accountAquire the customer ID number for the existing Adwordsaccount
  • 70. Google Online AcademyA benefit of My Client Center is the:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingAbility to link multiple accounts with Google AnalyticsIncreased Quality Score enjoyed on shared keywordsDashboard that provides summaries of statistics for all clientaccountsAbility to edit campaigns settings across multiple accountssimultaneously
  • 71. Google Online AcademyAmy, a new account manager at Bob’s agency, will be working withthree specific accounts underneath a My Client Center account. Whichis the best way for Bob to limit her access to only those accounts?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingInvite Amy as a read-only user on the MMC level, so she can view reports for the accountsshe needs to seeCombine the campaigns from each account into a single Adwords account. Grant Amyaccess to that single account so she can manage all campaigns from one placeSet up direct login emails to each of the three accounts, so Amy will log in to each accountindividually without gaining access to the other accounts linked to the MCCCreate a new MCC account linked to the original MCC account, and then move the threeaccounts into that MCC. Grand Amy access to that sub-MCC only.
  • 72. Google Online AcademyWhat is a benefit of Manager Defined Spend?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingControl over managed account budgets for My Client Center accountusersAdvanced permissions control for billing preferences in multi-useraccountsAutomatic bidding adjustments for Conversion Optimiser usersPayment flexibility for accounts currently on prepay billing
  • 73. Google Online AcademyManager Defined Spend (MDS) is a feature that is intended to allow:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingAn advertiser with a single account to control their account budgetMy Client Center account managers to control the budgets of theaccounts that they manageThe Adwords system to automatically set an account’s monthly spendlimitMy Client Center account managers to download individual invoices foreach of their clients
  • 74. Google Online AcademyAdvertising on TV, print and radio typically requires a predetermiedbudget. What key differences enable some online advertisingcampaigns to invest with more flexibility without a predeterminedbudget?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingOnline campaigns are highly measurable and can often automate a positive ROI.It can be strategic to capture all traffic without a predetermined budget as longas ROI is positiveBudgets cannot be applied to online campaigns due to constant changes in trafficAdwords budgets can only be set once annualy and require a fixed commitmentOnline campaigns generate clicks, whereas other channels generate exposure
  • 75. Google Online AcademyAn advertiser is focused primarly on direct response, as opposed forbranding. The advertiser should delete keywords from a searchcampaign if the keywords:EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingContain more than two words in the phraseGenerate many impressions and very low conversionsGenerate many clicks and conversionsContain words that are duplicated in a display campaign
  • 76. Google Online AcademyAn advertiser selling anti-bacterial toothbrushes wants to invest intheir brand with a set marketing budget. They want another campaignthat maximizes profit as long as ROI is positive. Which accountstructure achieves both goals?EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingAutomate everything in a single campaign with the branding and ROI optimizerAllocate the set marketing budget across dedicated branding campaigns. Create aseparate campaign that can extend its daily budget after profitability is achievedRun everything in a single campaign, allocating the set marketing budget to itDivide the marketing budget between Search and Display and run two separatecampaigns
  • 77. Google Online AcademyInformatii Importante!EXAM PREPWebDigital - Agentia ta Specializata in PPC MarketingDeadline-ul pentru sustinerea examenului este 30 Iunie(dupa aceasta data nu vom putea rezolva probleme cuvoucherele)Nu uitati de cele doua concursuri - Best AdwordsProfessional & Best Online Idea - cu premii in bani de cate2500 EUR fiecare!Pentru discutii suplimentare folositi grupul online-marketing-academy-2012@googlegroups.com sau trimitetimail la academy.ro.2012@gmail.com
  • 78. Intrebari si raspunsuri