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Google adwords fundamentals certification exam question and answers practice test pdf 2017 by onlineseotrainer

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Google adwords fundamentals certification exam question and answers practice test pdf 2017 July Edition By onlineseotrainer


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Google adwords fundamentals certification exam question and answers practice test pdf 2017 by onlineseotrainer

  1. 1. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers ONLINESEOTRAINER Copyright © 2017 By A. Yoganand All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods including information storage and retrieval systems, without the prior written permission of the publisher.
  2. 2. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers GET COMPLETE ADWORDS BUNDLE FOR JUST 15$ 1. Adword Fundamentals Exam Answers 2. Adword Search Advertising Exam Answers 3. Adword Display Advertising Exam Answers 4. Adword Video Advertising Exam Answers 5. Adword Mobile Advertising Exam Answers 6. Adword Shopping Advertising Exam Answers 7. Google Analytics Exam Answers Contact for Details: onlineseotrainer@gmail.com
  3. 3. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 1. Advertising on TV, print and radio typically requires a predefined budget. What key differences enable some online adversting campaingns to invest with more flexible without a predetermined budget in mind? o Online campaigns generate clicks, where other channels generate exposure o 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 o AdWords budgets can only be set once annually and require a fixed commitment o Budgets cannot be applied to online campaigns due to constant changes in trafficOnline campaigns generate clicks, whereas other channels generate exposure Explication : With AdWords you decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your ads. 2. 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? o Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount o Online advertising is always less expensive than traditional media o Traditional media generates exposeure, but online advertising campaigns can garantee sales
  4. 4. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data Explication : With AdWords you can quickly track your ad's effectiveness and easily make changes to improve results. You decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your ads. 3. What's one benefit of creating multiple ad groups? o You can break up keywords and ads into related themes o You can pause specific keywords if they're not performing well o You can set different budgets for each ad group o You can target specific ad groups into various Google networks Explication: Well, maybe it’s not a misleading question, but still creates some confusion. A reason why you should break keywords into related themes, in fact, is to optimize your ads achieving better quality score and adjusting your bids. So, for me both answers "you can break up keywords ads into related themes" and "you can set different budgets for each ad group" are equally correct. Moreover, from my experience it’s a way better to have only one keyword with different matching types in a single ad group than having 5-10 keywords in one ad group as Google recommends. But it’s another topic. 4. 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? o Generic terms about different types of women's shoes o Specific terms about the benefits of running o Generic terms about running and running shoes o Specific terms about the shoe brand and model your client is selling
  5. 5. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers Explication: Select more specific keywords that directly relate your ad's theme if you want to target customers who may be interested in a particular product. 5. Research for a client who owns used car dealership shows that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reasch these people? o Placements o Remarketing o Keywords o Topics Explication: Placements are locations on Display Network where your ad can appear. Examples include relevant websites and apps that partner with Google to show ads. You can choose specific locations by adding managed placements. 6. An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords Account? o Set a daily budget of $20 for the advertiser's campaign o Set a bid of $20 per ad group o Set a bid of $ 20 bid per advertiser's campaign o Set a daily budget of $20 for the advertiser's account Explication: The answer is in question (often happens). Google certainly refers to their 30.4 rule calculating days per month. Read a question! "$608 per month for their CAMPAIGN" Means, client has only a single one, right? Said enough to choose. More about 30.4 rule and setting budgets here. Note: Just change "campaign" to "campaigns" in given question and correct answer would be No 4.
  6. 6. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 7. You would advise a client that's launching a new product line to advertise on the Google Display Network because she can: o Reach people who are interested in similar products o use text ads that encourages people to call her business o use text ads that encourages people to visit her website o reach people who are searching for her products Explication: Logic explication. A question is about new product line, means, people can't be already searching for it. Text ads are referring to Search Network firstly, not Display. Only possible answer is "reach people who are interested in similar products". That's the main advantage of Display Network and Placements feature. 8. When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get. Which bidding strategy should you use to achieve this goal? o Automatic cost-per-click (CPC)o o Manual cost-per-click (CPC) o Cost-per-thousand- impressions (CPM) o Cost-per-acquisition (CPA) Explication: Automatic bidding let's Google set bids to try to get the most clicks within your budget. Note: this could be not cost-effective approach. You should always optimize your campaigns. Manual CPC is a way to go if you are skilled advertiser. Means, given question is redoubtable. 9. 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? o Set a mobile bid adjustment to increase bids for searches on mobile devices o Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices
  7. 7. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Set a mobile bid adjustment to decrease bids for searches on computers and tablets o Use target search page location to help get your client's ads to the top of mobile search page results Explication: Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a smartphone, at a certain time of day, or from a specific location. Use device bid adjustments to show your ad more or less frequently for searches that occur on specific devices: computers, tablets, or mobile devices 10.What happens when a campaign consistently meets its average daily budget? o Your budget is automatically adjusted o Average cost-per-click (CPC) bids will be lowered o Ads in that campaign will stop showing for the rest of the billing cycle o Ads in that campaign will show less often than they could Explication: You set an average daily budget for each AdWords campaign, and then the system will aim to show your ads as much as possible until your budget is met. When your budget is reached, your ads will typically stop showing for that day. How quickly your ads are shown during a given day is determined by your ad delivery option. 11.You can use Display Planner to: o see how other advertisers perform on websites where you want your ad to appear o see ways to reach your target audience based on your keywords, website, or interest categories o see which image and text ads are performing best on the specific websites you're targeting o compare how your current Display Network campaign could perform on websites you'd like to target
  8. 8. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers Explication: Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing. 12.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: o Undo and redo multiple changes while editing his campaigns o Copy or move items between ad groups and campaigns o Refresh data to reflect the lastest statistics on his cost-per-click (CPC) campaign o Mange, edit, and view multiple accounts at the same time Explication: Any advertiser with any size account can use AdWords Editor, but it's especially useful for accounts with multiple campaigns and long lists of keywords or ads. With AdWords Editor you can use bulk editing tools to make multiple changes quickly, export and import files to share proposals or make changes to an account, view statistics, manage, edit, and view multiple accounts at the same time, search and replace text across ad groups or campaigns, copy or move items between ad groups and campaigns, undo and redo multiple changes while editing your campaigns, make changes in draft before uploading them to your account, keep working even when you're offline. 13.Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve? o Conversion rate o Converted clicks o Impressions o Clickthrough rate (CTR) Explication:
  9. 9. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers CTR is a ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing. A high CTR rate is a good indication that users find your ads helpful and relevant. It's one of the most important indicators analyzing your marketing campaigns. 14.You would choose to advertise on the Google Search Network if you wanted to: o reach customers browsing websites related to your business o choose the types of websites where you want your ads to show o reach customers while they're searching for your products or services o choose from range of ad formats, like video and image ads Explication: The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords 15.On the Google Display Network, your ad is eligible to show on a webpage if your: o ad text matches that webpage's content o landing page matches that webpage's content o keywords match that webpage's content o website matches that webpage's content Explication: AdWords has two main networks: Search and Display. The Adwords Search Network reaches people when they’re already searching for specific goods or services. The Display Network helps you capture someone's attention earlier in the buying cycle. For example, if you run an art supply store, you can catch a mom's eye when she's reading reviews about the best brands of washable paints, but before she puts her toddler in the car seat and heads out to buy. 16.What happens as a result of a search campaign consistently meeting its daily budget? o Accelerated ad delivery
  10. 10. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Missed potential ad impressions o Higher average cost-per-clicks (CPCs) o Fewer sites targeted at once Explication: It's a repeating explication.You set an average daily budget for each AdWords campaign, and then the system will aim to show your ads as much as possible until your budget is met. Means, ads simply stop and you miss potential impressions if your campaign consistently meeting its daily budget. 17.Which ad extension would you use for an advertiser who has a chain of restaurants? o Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount o Online advertising is always less expensive than traditional media o Traditional media generates exposure, but online advertising campaigns can guarantee sales o Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data Explication: With AdWords you can quickly track your ad's effectiveness and easily make changes to improve results. You decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your ads. 18.When setting up a campaign, you can use Display Planner to get an idea of the budget and 18 bids you should set based on your: o You can break up keywords and ads into related themes o You can pause specific keywords if they're not performing well o You can set different budgets for each ad group o You can target specific ad groups into various Google networks
  11. 11. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers Explication: Well, maybe it’s not a misleading question, but still creates some confusion. A reason why you should break keywords into related themes, in fact, is to optimize your ads achieving better quality score and adjusting your bids. So, for me both answers "you can break up keywords ads into related themes" and "you can set different budgets for each ad group" are equally correct. Moreover, from my experience it’s a way better to have only one keyword with different matching types in a single ad group than having 5-10 keywords in one ad group as Google recommends. But it’s an another topic. 19.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? o Generic terms about different types of women's shoes o Specific terms about the benefits of running o Generic terms about running and running shoes o Specific terms about the shoe brand and model your client is selling Explication Select more specific keywords that directly relate your ad's theme if you want to target customers who may be interested in a particular product. 20.Research for a client who owns used car dealership shows that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people? o Placementso o Remarketing o Keywords o Topics Explication Placements are locations on Display Network where your ad can appear. Examples include relevant websites and apps that partner with Google to show ads. You can choose specific locations by adding managed placements. 21.An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords Account?
  12. 12. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Set a daily budget of $20 for the advertiser's campaign o Set a bid of $20 per ad group o Set a bid of $ 20 bid per advertiser's campaign o Set a daily budget of $20 for the advertiser's account Explication: The answer is in question (often happens). Google certainly refers to their 30.4 rule calculating days per month. Read a question! "$608 per month for their CAMPAIGN" Means, client has only a single one, right? Said enough to choose. More about 30.4 rule and setting budgets here. Note: Just change "campaign" to "campaigns" in given question and correct answer would be No 4. 22.You would advise a client that's launching a new product line to advertise on the Google Display Network because she can: o Reach people who are interested in similar products o use text ads that encourages people to call her business o use text ads that encourages people to visit her website o reach people who are searching for her products Explication: Logic explication. A question is about new product line, means, people can't be already searching for it. Text ads are referring to Search Network firstly, not Display. Only possible answer is "reach people who are interested in similar products". That's the main advantage of Display Network and Placements feature. 23.When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get. Which bidding strategy should you use to achieve this goal? o Automatic cost-per-click (CPC) o Manual cost-per-click (CPC) o Cost-per-thousand- impressions (CPM) o Cost-per-acquisition (CPA)
  13. 13. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers Explication: Automatic bidding let's Google set bids to try to get the most clicks within your budget. Note: this could be not cost-effective approach. You should always optimize your campaigns. Manual CPC is a way to go if you are skilled advertiser. Means, given question is redoubtable. 24.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? o Set a mobile bid adjustment to increase bids for searches on mobile devices o Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices o Set a mobile bid adjustment to decrease bids for searches on computers and tablets o Use target search page location to help get your client's ads to the top of mobile search page results Explication: Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a smartphone, at a certain time of day, or from a specific location. Use device bid adjustments to show your ad more or less frequently for searches that occur on specific devices: computers, tablets, or mobile devices. 25.What happens when a campaign consistently meets its average daily budget? o Your budget is automatically adjusted o Average cost-per-click (CPC) bids will be lowered o Ads in that campaign will stop showing for the rest of the billing cycle o Ads in that campaign will show less often than they could Explication:
  14. 14. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers You set an average daily budget for each AdWords campaign, and then the system will aim to show your ads as much as possible until your budget is met. When your budget is reached, your ads will typically stop showing for that day. How quickly your ads are shown during a given day is determined by your ad delivery option. 26.You can use Display Planner to: o see how other advertisers perform on websites where you want your ad to appear o see ways to reach your target audience based on your keywords, website, or interest categories o see which image and text ads are performing best on the specific websites you're targeting o compare how your current Display Network campaign could perform on websites you'd like to target Explication: Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing. 27.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: o Undo and redo multiple changes while editing his campaigns o Copy or move items between ad groups and campaigns o Refresh data to reflect the lastest statistics on his cost-per-click (CPC) campaign o Mange, edit, and view multiple accounts at the same time Explication: Any advertiser with any size account can use AdWords Editor, but it's especially useful for accounts with multiple campaigns and long lists of keywords or ads. With AdWords Editor you can use bulk editing tools to make multiple changes quickly, export and import files to share
  15. 15. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers proposals or make changes to an account, view statistics, manage, edit, and view multiple accounts at the same time, search and replace text across ad groups or campaigns, copy or move items between ad groups and campaigns, undo and redo multiple changes while editing your campaigns, make changes in draft before uploading them to your account, keep working even when you're offline. 28.Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve? o Conversion rate o Converted clicks o Impressions o Clickthrough rate (CTR) Explication: CTR is a ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing. A high CTR rate is a good indication that users find your ads helpful and relevant. It's one of the most important indicators analyzing your marketing campaigns. 29.You would choose to advertise on the Google Search Network if you wanted to: o reach customers browsing websites related to your business o choose the types of websites where you want your ads to show o reach customers while they're searching for your products or services o choose from range of ad formats, like video and image ads Explication: The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords 30.On the Google Display Network, your ad is eligible to show on a webpage if your:
  16. 16. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o ad text matches that webpage's content o landing page matches that webpage's content o keywords match that webpage's content o website matches that webpage's content Explication: AdWords has two main networks: Search and Display. The Adwords Search Network reaches people when they’re already searching for specific goods or services. The Display Network helps you capture someone's attention earlier in the buying cycle. For example, if you run an art supply store, you can catch a mom's eye when she's reading reviews about the best brands of washable paints, but before she puts her toddler in the car seat and heads out to buy. 31.What happens as a result of a search campaign consistently meeting its daily budget? o Accelerated ad delivery o Missed potential ad impressions o Higher average cost-per-clicks (CPCs) o Fewer sites targeted at once Explication: It's a repeating explication.You set an average daily budget for each AdWords campaign, and then the system will aim to show your ads as much as possible until your budget is met. Means, ads simply stop and you miss potential impressions if your campaign consistently meeting its daily budget. 32.Which ad extension would you use for an advertiser who has a chain of restaurants? o Seller ratings o Previous visits extensions o Location extensions o Sitelink extensions Explication: In my opinion, it's just a tricky way to ask about simple things. Why not use both Location and Sitelink extensions? Could imagine a chain of restaurants with totally different types of restaurants, menus or just specializing on serving events where sitelink extensions seems even more relevant. Location extensions can help people find your locations by showing your ads
  17. 17. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers with a map, your address, or the distance to your business. People can click or tap your extension to get to your location page, which includes the most relevant business information in one place. Location extensions may also include a phone number or call button. 33.When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your: o traffic estimates for placement ideas o historical cost-per-click (CPC) estimates for your keyword and placement ideas o traffic estimates for your keyword ideas o historical conversion rate estimates for your keyword and placement ideas Explication: Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing. Each idea comes with impression estimates and historical costs. 34.All other things being equal, if you've set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you'd pay for that click? o $0.5 o $0.51 o $1.01 o $1 Explication: Your actual cost per click (actual CPC) is the final amount that you're charged for a click. You're often charged less – sometimes much less – than your maximum cost-per-click (max. CPC) bid, which is the most you'll typically be charged for a click. Actual CPC is often less than max. CPC because, with the AdWords auction, the most that you'll pay is what's minimally required to hold your ad position and any ad formats that are shown with your ad, such as sitelinks.
  18. 18. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 35.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? o Add the terms as keywords o Add the terms as phrase match keywords o Add the terms as exact match keywords o Add the terms as negative keywords Explication: Negative keywords let you exclude search terms from your campaigns. This feature can help you focus on only the keywords that matter to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI) 36.Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she's open for business. Which campaign type is a good fit? o "Search Network only - All features" o "Display Network only - Remarketing" o "Display Network only - All features" o "Search Network with Display Select - All features" Explication: Most tutorials give you a wrong answer. A correct answer is Search Network only All Features And NOT Search Network with Display Select - All Features. And explication is quite tricky. Question is about reaching people "SEARCHING" for baked goods, there are nothing what shows that Mimi uses/needs a Display Network also. If you’ve been running "Search Network only"campaigns and are switching to "Search Network with Display Select", you may notice an increase in conversions (15% on average) at a higher cost (15% in most cases). If you need only Serach Network there are no reason to choose Display also. Change "searching for baked goods" to for example "interested in baked goods", and it would be impossible to choose between two answers. 37.Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices? o Target return on ad spend (ROAS) o Target search page location flexible bidding strategy o Mobile bid adjustments
  19. 19. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Cost-per-acquisition (CPA) Explication: Use device bid adjustments to show your ad more or less frequently for searches that occur on specific devices: computers, tablets or mobile devices. 38.You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:  creating ads that include terms or phrases people are searching for  creating ads that link to a generic landing page  all of the listed answers  creating high-quality ads and landing pages Explication: The most important thing to remember is that even if your competition bids higher than you, you can still win a higher position - at a lower price - with highly relevant keywords and ads.Since the auction process is repeated for every search on Google, each auction can have potentially different results depending on the competition at that moment. Therefore it's normal for you to see some fluctuation in your ad's position on the page and in whether or not your ad shows at all. 39.Which is a benefit of advertising online with Google AdWords? o Advertisers can have ads automatically translated into different languages o Advertisers pay the same amount every time someone clicks their ad o Advertisers can pay to always show their ad above the organic search results o Advertisers can choose how much they spend and only pay when someone clicks their ad Explication: One of the most important benefits of internet marketing is that you can completely control how much you want to spend and can adjust your bids in very flexible way. In AdWords, you can assign a daily budget to each individual campaign, or use shared budgets to allocate budget across multiple campaigns. A shared budget is ideal if you don't have a lot of time to spend setting up and monitoring individual campaign budgets, but would still like to get the most clicks possible for your ads within a set budget.
  20. 20. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 40.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? o Broaden the list of keywords to reach more potential customers o Increase the cost-per-click (CPC) bid for low-performing keywords o Make sure the landing page is closely related to the ad o Increase the average daily budget for the campaign Explication: Landing page experience is AdWords’ measure of how well your website gives people who click your ads exactly what they’re looking for – quickly and effortlessly. Your landing page is the URL that people arrive at after they've clicked your ad, and the experience that you offer affects your Ad Rank and therefore your CPC and position in the ad auction. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience. 41.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? o Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers o Use the paid & organic report to show when his website appears in organic search, with no associated ads o Use the top movers report which campaigns have seen the biggest change in clicks since last month o Use the Search term report to show which search terms lead to the most clicks on his ads Explication: The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you to make strategic decisions about bidding and budgeting choices by showing you where you're succeeding and where you may be missing opportunities for improved performance.
  21. 21. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 42. 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? o Information about Italian food in the description o Include call-to-actions, such as "Find the nearest location" o Use the same headline and description as other advertisers o An exclamation point in the display URL Explication: Almost every online tutorial is giving you a wrong answer to this question pointing to "information about Italian food in the description". But it's a way to generic term. It's like selling Porsche and writing what is a car in description. And it's not relevant. Client is advertising his restaurants in particular location, not Italian food in general. 43. Your ad can show to a user when your targeted language matches: o a user's browser setting o a user's operating system language o the language of websites a user visits most often o a user's Google interface language setting Explication: Each Google domain has a default language. For example, Google.com defaults to English, Google.fr defaults to French, Google.cn defaults to Chinese and so on. The default language can be changed via the Settings link on the Google homepage. A Spanish-speaker living in the United States, for instance, may want to perform searches on the US domain, Google.com, but could change the interface language setting to Spanish. In that case, they would see ads targeting Spanish instead of English. While your campaign always targets searches with a matching interface language, your campaign may also target searches or Google Display Network sites that we detect are written in your target language. 44. 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?
  22. 22. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o To show an ad more often, AdWords charges more than the average daily budget amount multipled by 30.4 o Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies o AdWords automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results o 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 multipied by 30.40 Explication: AdWords helps you maximize your return on investment (ROI) by showing your ads more often on days when Search traffic is higher. When your ads are shown more often, your total daily cost might be up to 20% more than your average daily budget. However, you won't be charged more than your average daily budget multiplied by the average number of days in a month (30.4). 45.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 o AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users o AdWords policies can keep disapproved ads and websites out of organic search results o AdWords policies can help web user distinguish between ads and search results o AdWords policies can help keep ad costs low and affordable for advertisers Explication: Google's advertising policies are designed to promote a good experience for people viewing ads, to help you be successful with your ads and to help make sure that ads follow applicable laws in the countries where they appear. All AdWords ads go through an approval process to ensure that the ads are safe and appropriate for users. Every time that you create a new ad or make changes to an existing ad, it will automatically be submitted for review to ensure that it follows our advertising policies.
  23. 23. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 46.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? o Remove half of the keywords from the ad group o Create new ad groups with several keyword match types o Create one ad group for every five keywords o Create new ad groups with with related keywords grouped together Explication: Well, in general yes. But I bet experienced marketers would consider no 2. Creating just one group pour each single keyword with different match types is a way to go. But its an another topic. For Google and for fundamentals an answer is clear. "An ad group contains one or more ads which target a shared set of keywords. You set a bid, or price, to be used when an ad group's keywords trigger an ad to appear. This is called a cost-per-click (CPC) bid. You can also set prices for individual keywords within the ad group. Use ad groups to organize your ads by a common theme, such as the types of products or services that you want to advertise." 47.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? o Karen's average organic position is higher than other advertisers', but her average ad position is lower than other advertisers' o Karen's ads often show below her organic results for the search query o People who see Karen's site in relevant organic search results often click through to her site o Karen's ads don?t often show for the search query Explication: With the paid & organic report, you can also see how often pages from your website are showing in Google’s free organic search results, and which search terms triggered those results
  24. 24. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers to show on the search results page. This information helps you better understand how paid text ads and organic search results work together to help you reach people searching online, use the organic results to identify new, potentially valuable keywords and gain a holistic view of how your online presence is performing overall in terms of attracting views and clicks. 48.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? o The number of clicks your ad received divided by the number of times it showed o The percentage of budget spent compared to how many forms were completed o How much you've spent on the campaign compared to the value of leads generated o You can't calculate return on investment for campaigns that are focused on online leads Explication: Whether you use AdWords to increase sales, generate leads or drive other valuable customer activity, it's a good idea to measure your return on investment (ROI). Knowing your ROI helps you evaluate whether the money you're spending on AdWords advertising is going to a good cause: healthy profits for your business. 49.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? o "Search Network only - All features" o "Display Network only - All features" o "Display Network only - Remarketing" o "Search Network with Display Select - All features" Explication: Donna wants her ads on both Search and Display Networks. "searching for unusual t-shirts" - Search network. "People interested in music" - Display network. With this campaign type your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and
  25. 25. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers bidding is automated, helping you reach people who are most likely to be interested in the products and services that you’re advertising. 50.Target CPA bidding can help drive conversions by using your conversion history and: o cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely o cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely o cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely o cost-per-click (CPC) goals to raise your bid when a conversion is more likely Explication: Target CPA is an AdWords Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost per acquisition (CPA) that you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction. Target CPA is available as either a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns and ad groups. This article explains how Target CPA bidding works and what its settings are. 51.If you'd like your ads to show on certain sites across the Internet, you can add these websites as: o Topics o Placements o Keywords o Audiences Explication: Locations on the Display Network where your ad can appear. Examples include relevant websites and apps that partner with Google to show ads. A Display Network placement can refer to several things, such as an entire website, a subset of a website (such as specific pages
  26. 26. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers from that site), an individual ad unit positioned on a single page, a video, a mobile phone app and more. You can choose specific locations by adding managed placements. You can also let Google choose relevant automatic placements for you based on your keywords. 52.An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?  Improve Quality Score and increase cost-per-click (CPC)  Decrease cost-per-click (CPC) and increase daily budget  Decrease cost-per-click (CPC) and decrease daily budget  Improve Quality Score and decrease cost-per-click (CPC) Explication: Your ad's position on the page is determined by your Ad Rank – a combination of your bid, the components of Quality Score (expected click-through rate, ad relevance and landing page experience), and the expected impact of extensions and other ad formatting. 53.You signed 3 new clients, each with an existing AdWords account. What's the best way to manage these accounts? o Use your clients' sign-in information to access and manage the accounts o Consolidate the 3 accounts into a new AdWords account you create o Pause your clients' campaigns and recreate them in your manager acccount o Link the client accounts to your My Client Center (MCC) manager account Explication: If you’re an agency or someone who manages multiple AdWords accounts, then a manager account is a powerful tool that could save you time. A manager account is an AdWords account that lets you easily view and manage multiple AdWords accounts – including other manager accounts – from a single location. 54.What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand o Increase the daily budget and add text ads with clear call-to- actions like "Buy now" o Use a balanced combination of broad-, exact-, and phrase-matched keywords
  27. 27. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Target large metropolitan areas where people are more likely to encounter her product o Add display ads and affinity audiences targeting people interested in green living and beauty Explication: (very personal opinion) Confusing... At least.. All answers are correct if we ask "what changes CAN you make", as all of them are likely to improve the results. Keeping in mind that we can run text ads on Display Network also. If a question was like "what would be the first step you should take..."or similar, there would be no doubts.. You should always try to narrow and optimize your audience. But from practical side, you should NEVER decide on possible results without testing. In other words, you never know if people interested in "green living" is a better audience than people leaving in" large metropolitan" areas. Test first, analyze and decide after. 55.Keyword Planner can help you build a new Search Network campaign by: o Organizing potential placements into ad groups o Suggesting landing pages for your ads o Multiplying keyword lists together o Creating new ads based on your keywords Explication: Keyword Planner is a free AdWords tool for new or experienced advertisers that’s like a workshop for building new Search Network campaigns or expanding existing ones. You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns. 56.Which of these metrics is especially important to clients who are running a branding campaign? o Impressions o Clickthrough rate (CTR) o Average cost-per-click (avg. CPC) o Phone call conversions Explication:
  28. 28. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers What is an impression? An impression is counted each time your ad is shown on a search result page or other site on the Google Network. If you are running a "branding" campaign you should be interested in impressions firstly. 57. A standard AdWords text ad is made up of: o a headline text and description text o a display URL and description text o a headline text, a display URL, and description text o a headline text, image, and description text Explication: Text ads on the Search Network show above and below Google search results. A text ad on Google search is the simplest online ad that AdWords offers. It has three parts: headline text, a display URL and description text. 58. Google Analytics can help you learn more about the behavior of your client's customers because it shows you how: o they interact with her websiteo o likely they are to click her ads o they perceive her products o likely they are to become a regular customer Explication: Linking a Google Analytics property to your AdWords account can help you to analyse customer activity on your website after an ad click or impression. This information can shed light on how much of your website traffic or business comes from AdWords, and help you to improve your ads and website. 59.How can you see if people are searching for your client's services during the early morning and evening hours? o Run a keyword diagnosiso o Segment performance statistics by time o Monitor reach and frequency data o Run a search terms report
  29. 29. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers Explication: Here are two examples of how to use segments to gain insights: 1. To determine whether mobile or computers give you a better ROI, segment your keywords by device. Then you might choose to adjust your bids accordingly. 2. To isolate patterns in an ad group’s performance, segment your table by time (day, week, or day of week, month, quarter or year). If you find that your ads perform best on a particular day of the week, then you may choose to modify your bids to boost that pattern. 60.Each campaign in your AdWords account should have a single: o maximum cost-per-click (max. CPC) bid o ad group o landing page o business goal Explication: AdWords is a powerful online advertising tool, and there are lots of ways that you can use it to reach your goals. Depending on how you set up and run your campaign, you can set yourself up for success and use online advertising in a way that gets you maximum results.So as you approach creating advertising campaigns and start using AdWords, it's important to plan out your online advertising goals and business strategy. 61.You can use Keyword Planner to identify: o webpages where your ad can appear based on your keywords o the number of negative keywords you should add o which text ads are performing best based on your keywords o the amount of traffic potential keywords you might get Explication: Keyword Planner is a free AdWords tool for new or experienced advertisers that’s like a workshop for building new Search Network campaigns or expanding existing ones. You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.
  30. 30. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 62.Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him? o Call extensionso o Reach and frequency data o Cost-per-thousand-impressions (CPM) bidding o Placement targeting Explication: The purpose of a brand engagement campaign is to build awareness of and positive associations with your company and its products and services. A customer can interact with your brand in a variety of ways, including watching videos, playing games, spending time on your website or communicating with other customers. 63.When someone clicks your ad, the actual amount you're charged will be: o The minimum needed to hold your ad position or 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater o The minimum needed to hold your ad position but never less than 50% of your maximum cost-per-click (max. CPC) bid, whichever is greater o The minimum needed to hold your ad position but never more than 120% of your maximum cost-per-click (max. CPC) bid, whichever is greater o The minimum needed to hold your ad position, under the maximum cost-per- click (max. CPC) limit Explication: Your actual cost per click (actual CPC) is the final amount that you're charged for a click. You're often charged less – sometimes much less – than your maximum cost-per-click (max. CPC) bid, which is the most you'll typically be charged for a click. Actual CPC is often less than max. CPC because, with the AdWords auction, the most that you'll pay is what's minimally required to hold your ad position and any ad formats that are shown with your ad, such as sitelinks. 64.If you want to direct people to specific pages on your website from an ad, you can create an ad that uses: o callout extensions o sitelink extensions o previous visits extensions o location extensions
  31. 31. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers Explication: To add more links to your ads, create sitelink extensions. Sitelink extensions can take people to specific pages on your site—your store hours, a specific product, or more. When someone clicks or taps on your links, they skip right to what they want. Sitelinks can encourage meaningful clicks, and can generate new business for you. 65.What does "converted clicks" measure? o The total number of clicks within your chosen conversion window o The total number of conversions divided by the total number of clicks o The total number of clicks that led to a conversion o The percentage of clicks that led to a conversion Explication: "Converted clicks" is actually a click metric. It counts the number of clicks that lead to one or more conversions. For example, if a customer clicks your ad once and then completes two different conversions, "Converted clicks" only counts the one click. You might use this metric if you’re tracking multiple types of leads and are interested in seeing clicks that result in one or more leads (regardless of the conversion action). 66.Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign? o Add new relevant keywords and remove keywords with low clickthrough rate (CTR) o Increase bids for ads with the lowest average position and clickthrough rate (CTR) o Broaden his keyword list for ads with the lowest clickthrough rate (CTR) o Increase bids on relevant keywords with low clicks and clickthrough rate (CTR) Explication: Optimization is an ongoing process. You should test, monitor, analyze and optimize your campaigns on regular basis to achieve your business goals. Finding an optimal keywords list is an essential part of optimization.
  32. 32. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 67.Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text? o A prominent headline like "TRIAL MEMBERSHIPS AVAILABLE" o A call-to-action like "Visit our gym now" o Add a promotion like "20% off fitness classes" o Add a call-to-action like "Sign up for a free trial" Explication: To effectively reach potential customers, your text ads should be specific, relevant, attractive, and empowering. Note: the first answer is against Google rules, capitalizing all letters is a bad practice. 68. J ulian 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? o Set up an experiment to test which device he should target o Create multiple ad groups that target different devices, and monitor the results o Create multiple campaigns that target different devices, and monitor the results o Segment his campaign statistics table by device Explication: Use segments to bring out what’s most important to you in your AdWords tables. With segments, you can split your data into rows, isolating exactly what you want to see. Your segment choices vary depending on which table of your AdWords account you're viewing, but may include periods of time, click type, or device. 69.When reviewing your client's Search Network campaign, you notice that the ads in one of the ad groups have a low average position. Which flexible bid strategy should you use to help improve the position of these ads? o Maximize clicks
  33. 33. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Enhance cost-per-click (CPC) o Target return on ad spend (ROAS) o Target search page location Explication: “Target search page location” is a type of flexible bid strategy that automates bidding across multiple campaigns, ad groups, and keywords to show your ad on the top of the page or on the first page of Google search results. This article explains how the flexible “target search page location” bid strategy works and what its settings are. 70.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: o the same amount as the revenue generated by your product o 50% of how much your product is worth o based on how much your product is worth o the same amount as the profit generated by your product Explication: Do we really need to know something about AdWords to answer this question? At least even AdWords exam can be funny. Anyway, here is appropriate explication from google help center "Most people starting out in AdWords use cost-per-click (CPC) bidding to pay for each click on their ads. With this option, you set a maximum cost-per-click bid (max. CPC bid) that's the highest amount that you're willing to pay for a click on your ad. Set your bid by thinking about how much an ad click is worth to you." 71.Which client would you advise to use radius targeting? o Luis, whose e-commerce business delivers nationwide o Christopher, who wants to promote his new product in select cities o Denise, whose service can reach customers within 30 miles o Mabel, who wants to exclude her ads from certain cities Explication: When you target a radius, we'll show a list of locations that are contained within the radius, also known as "Locations within this target". It's a good idea to review these locations to make sure that you've captured the areas that you expected. Keep in mind that if you select a small radius, your ads might only show intermittently or not at all. That’s because small targets might
  34. 34. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers not meet our targeting criteria. You'll also have the option to refine your targeting by individually selecting cities or regions within the radius. 72.Higher Quality Scores typically lead to: o higher costs and lower ad positions o lower costs and better ad positions o less overall impressions o faster delivery of daily budget Explication: Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions. 73.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? o Create a campaign with ads and keywords written in French o Create a campaign targeting Paris and languages other than French o Create a campaign targeting French and regions other than Paris o Create a keyword list with the exact match keyword "Paris" and negative keyword "France" Explication: Choose the language and geographic locations -- such as a country, region or city -- where your customers are located. After you set these targeting options, AdWords determines who to show your ads to based on several factors: the Google domain people use (like www.google.de or www.google.co.uk), their search term, their computer's IP address (which can estimate its geographical location), their language preference set for Google, and the languages of sites they visited in the past. 74.What's the easiest way to evaluate if one version of your landing page performs better than another for the same ad?
  35. 35. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Create another campaign for the new landing page and compare the two campaigns o Replace the existing landing page with the new one and compare this month's data to last month's o Run a Campaign Experiment on the existing campaign that switches between both landing pages o Create another ad group for the new landing page and compare the two ad groups Explication: You can run one experiment per campaign at a time, testing the performance of different keywords, ads, and ad groups. Your experiment can include existing keywords, ads and ad groups, new keywords, or both. When you set up your experiment, you can choose how long you want it to run and what percentage of searches will see your experimental changes. Whether you want your experiment to start on a scheduled date or start manually is up to you. 75.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: o Exact match keywords o Phrase match keywords o Broad match keywords o Negative match keywords Explication: In general, the broader the keyword matching option, the more traffic potential that keyword has. Conversely, the narrower the keyword matching option, the more relevant that keyword will be to someone's search. Understanding these differences can help you to choose the right options and improve your return on investment. "Very specific terms" in question indicates Exact match Keywords. However from my practice it's much wiser to have Exact, phrase and broad match types of keyword in a single ad group. 76.Which client would you advise to advertise on the Google Search Network? o Bill, who wants to reach people looking for plumbing serviceso o Jim, who wants to reach people on social networks interested in poetry o Carol, who wants to reach people watching YouTube videos
  36. 36. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Suzy, who wants to reach people browsing travel websites about China Explication: The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords. 77.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 is a good fit? o "Display Network only - All features"o o "Shopping" o "Search Network only - All features" o "Search Network only - Standard" Explication: A word "announcing" is a key. She is still not selling, right? Otherwise Shopping ad format would be more suitable answer. 78.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: o create a different ad for each keyword o create ads that are relevant to all keywords o only create one ad that's relevant to all keywords o create multiple ads for each keyword Explication: An ad group contains one or more ads which target a shared set of keywords. You set a bid, or price, to be used when an ad group's keywords trigger an ad to appear. This is called a cost- per-click (CPC) bid. You can also set prices for individual keywords within the ad group. Use ad groups to organize your ads by a common theme, such as the types of products or services you want to advertise. "side-note"- grouping keywords together doesn't "allow" you to create ads, it "helps" to "optimize" your ads. There is a difference.
  37. 37. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 79.How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Google Display Network? o CPC bids are effectively coverted to CPM bids o CPM bids are effectively coverted to CPC bids o Ads using CPC bids are not allowed to compete on the Display Network o CPC and CPM bids only compete against bids of the same type Explication: When CPC and CPM ads compete for the same Display Network placement, adwords uses eCPM to compare ad rank. AdWords converts CPC to ECPM ( CPC equivalent bid) Google estimates how many clicks the ad might receive in 1000 impressions to get the comparison, the resulting figure is the ad’s eCPM, or effective cost per impressions. 80.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? o Add search terms that are not leading to many clicks as negative keywords o Add sitelinks to your ads to make them even more prominent o Make sure all of these search terms are included as keywords, regardless of relevance o Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords Explication: The search terms report gives you information on what people were searching for when they saw your ad and clicked it. This information can help you remove poorly performing keywords or add new keywords. You can also use the search terms report to help you identify negative keywords. 81.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? o Create multiple campaigns, each with a set of related keywords o Create campaigns based on the structure of his client's website o Create one campaign with a broad selection of keywords o Create one campaign for all the products his client offers
  38. 38. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers Explication: Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website. For example, let's say you sell desserts, beverages, and snacks on your website. 82.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? o Increase the maximum cost-per-click (CPC) bid o Change the ad delivery method from "Accelerated" to "Standard" o Lower the daily budget amount o Pause the campaign to stop showing ads and accruing costs Explication: Accelerated delivery tries to show your ads more quickly until your budget is reached. With this option, your ads can stop showing early in the day if your budget is spent. 83.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? o A page with information on instrument rentals and a contact form o His homepage, with links to instrument sales, rentals, and music lessons o A page with information on music lessons and a contact form o A page with a wide selection of instruments for sale Explication: The landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. You can use this status to help identify landing pages that might be hurting your chances of making conversions like sales or sign-ups. You should make sure your landing page is clear and useful to customers, and that is related to your keyword and what customers are searching for. All these factors can play a role in determining your landing page experience status.
  39. 39. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 84.When building a keyword list for a Display Network campaign, you should do which of the following: o Use Display Campaign Optimizer to identify new keywords o Only include exact match keywords o Only use Keyword Planner to identify new keywords o Include keywords that are related to the websites your customers visit Explication: Display Network keywords help you connect your campaigns to people most likely to be interested in your business. For example, if your most likely customers like to hike, you might add keywords around hiking or enjoying the outdoors. Then, AdWords finds relevant websites that include your keywords as well as relevant audiences who are interested in those keywords. It’s a good idea to pick keywords that are relevant to an entire ad group, and not just a single ad. 85.What is the benefit of having multiple ads in an ad group? o AdWords will automatically match each ad to the keywords it's most relevant to o Ads are only eligible to show ad extensions if there are more than one ad in that group o Ads are only eligible to show at the top of the page if there are more than one ad in that ad group o AdWords will automatically rotate your ads and show the best performing ones more often Explication: Ad rotation is the way Google delivers your ads on both the Search Network and the Display Network. If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can show at a time. Use the ad rotation setting to specify how often you'd like the ads in your ad group to be served relative to one another. 86.You can use audience targeting to show your ads to: o specific websites, based on specific interests o groups of websites, based on specific interests
  40. 40. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o specific groups of people, based on their interests o specific groups of people, based on their location Explication: Adding audiences allows you to reach people based on their specific interests as they browse pages, apps, channels, videos, and content across YouTube and the Google Display Network as well as on YouTube search results. You can select from a wide range of categories -- from autos and sports to travel and fashion -- and we'll show ads to people who are likely to be interested. Depending on your advertising goals and the stage of the purchase process your customers are in, you can choose to add different audiences to your ad groups. 87.Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid 72 amount, components of Quality Score, and: o the daily budget you've set o your historical conversion rate o the expected impact of extensions and other ad formats o the search ranking of your website Explication: A value that's used to determine your ad position (where ads are shown on a page) and whether your ads will show at all. Ad Rank is calculated using your bid amount, the components of Quality Score (expected click through rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats. 88.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? o The profit dervied from a paid click o The bids of the next closest advertiser o The average profit per conversion o The Quality Score of the keyword Explication: Confusing question. Many online tutorials gives you "the average profit per conversion" as correct answer. But its not a correct answer; Logic explication - conversion in given situation is a "goal". And click doesn't mean conversion. As an advertiser is using CPC bidding the main factor should be a value (profit) of paid click.
  41. 41. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 89.What's a reason to use the "Search Network with Display Select" campaign type? o Your ads only show on the first page search results o You can pick the exact websites where you want your ad to show o You can use one budget to advertise on the search Network and Display Network o Your video ads can run on the Search Network Explication: You manage your "Search Network with Display Select" campaigns the same way that you'd manage a "Search Network only" campaign: set a budget, choose relevant keywords, create ads, and set bids. Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising. 90.Which of the following items is not a component of Quality Score? o Landing page experience o Maximum cost-per-click (max. CPC) bid o Ad relevance o Expected clickthrough rate (CTR) Explication: Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality lead to lower prices and better ad positions. You can see your Quality Score (Quality Score ted on a 1-10 scale and its components (expected click through rate, ad relevance, and page experience) in your keywords’ “Status” column. The more relevant your ads and landing re to the user, the more likely it is that you'll see higher Quality Scores. Quality Score is an ated estimate of your overall performance in ad auctions, and is not used at auction time to one Ad Rank. 91.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?
  42. 42. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Test different cost-per-click (CPC) bids o Test only one version of your ad text o Lower the cost-per-click (CPC) bids and increase the budget o Delete keywords that are generating the most clicks Explication: Testing and experimenting is an essential part of marketing campaign optimization. It's an ongoing process. You can use drafts and experiments to compare your current bidding strategy to something new and more clearly evaluate the results of your test. 92.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? o Use a location bid adjustment to increase bids for customers in Tokyo o Create a separate ad group to target ads and bids for Tokyo o Use the user location view to understand if people who click your ads are located in Tokyo o Refine where your ads show by adding the keyword "Tokyo" Explication: Use location bid adjustments to show your ad more or less frequently to customers in certain countries, cities, or other geographic areas. You can also use location extension targeting to set different bids for customers who are located around your business. 93. W hen creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords? o AdWords only shows an ad for keywords with proper spelling and plural forms o Your keyword list would be disapproved based on Google's advertising policies o AdWords can automatically include these variations for you o Broad match includes the exact words and phrases a user searches for Explication: So that you don't miss out on potential customers, Google shows your ads for close variations of your phrase and exact match keywords to maximize the potential for your ads to show on relevant searches. Close variations include misspellings, singular forms, plural forms, acronyms,
  43. 43. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers stemmings (such as floor and flooring), abbreviations, and accents. So there's no need to separately add close variations as keywords. 94.Negative keywords can help advertisers refine the targeting of their ads by o Reducing the number of irrelevant clicks o Increasing the number of relevant Display Network placements o Raising the average position of their ads o Reducing their campaign's daily budget recommendations Explication: One key to a highly-targeted campaign is choosing what not to target. Because keywords can target a broad set of phrases, it’s important to see whether every term is related to your business. 95.By monitoring ad campaign performance, an advertiser may obtain the information needed to: o create additional AdWords accounts for low-performing keywords o create duplicate ad groups with identical keywords and different ad variations o compare campaign performance to that of individual competitors o determine if campaigns are meeting overall marketing and conversion goals Explication: If you really want to succeed with AdWords, you'll need to regularly review and refine your account's performance. In particular, you'll want to monitor the status and progress of both your ads and their keywords. This article explains where to find and how to interpret performance data in your account. 96.Clyde wants to raise the profile of his dance school. A "Display Network only" campaign can help him: o show ads when someone searches for dance classes o match his ad text to what people are searching o pick the most popular keywords for his campaign o show ads on dance websites and YouTube videos Explication:
  44. 44. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers "Display Network only" campaigns are best if you'd like to show ads on websites and apps when your keywords are related to the sites' content. Display Network only campaigns are usually focused on increasing awareness of your business, or giving a vivid impression of your brand. These campaigns allow a much wider variety of ad formats and different ways to find your customers based on their interests. 97.Which is a benefit of advertising online? o Reach people who are likely interested in what you're advertising o Automatically collect information about potential customers o Increase your position in organic search results o Make money by showing ads on your website Explication: When you advertise online with AdWords, you can use different targeting methods to reach potential customers right when they're searching for your products or services. This can help make sure you're putting your advertising dollars towards reaching only the people most likely to become your customers 98.Your ad can show on the Google Search Network when someone searches for terms that are similar to your: o Placements o Keywords o IWebsite o Ad text Explication: Keywords are words or phrases that are used to match your ads with the terms people are searching for. Selecting high quality, relevant keywords for your advertising campaign can help you reach the customers you want, when you want. 99.Which bidding strategy should Sara use if her goal is to get more people to call her local catering business? o Cost-per-view (CPV)
  45. 45. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Cost-per-thousand-impressions (CPM) o Cost-per-click (CPC) o Cost-per-acquisition (CPA) Explication: Target cost-per-acquisition (CPA) is an automated bid strategy that lets you tell AdWords the amount that you're willing to pay for a conversion. AdWords then automatically sets your bids to give you as many conversions as possible at your targeted cost per acquisition. 100. A nne-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)? o Number of clicks on her ads and costs to produce her purses o How many times her ads have been viewed and clicked on o Number of clicks on her ads and revenue they generated o Costs to produce her purses and revenue generated from her ads Explication: ROI is the ration of your net profit to your costs. Its typically the most important measurement for an advertiser because it's based on your specific advertising goals and shows the real effect your advertising efforts have on your business. The exact method you use to calculate ROI depends upon the goals of your campaign. 101. Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it: o Measures trends relating to the search terms people have used before seeing your ad o Focuses on getting customers to complete an online purchase o Automatically gives your personal details about the people who convert o Shows you which ads lead to customer actions that have value for your business Explication:
  46. 46. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers ROI is the ration of your net profit to your costs. Its typically the most important measurement for an advertiser because it's based on your specific advertising goals and shows the real effect your advertising efforts have on your business. The exact method you use to calculate ROI depends upon the goals of your campaign. With AdWords conversion tracking, you can see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, newsletter sign-ups, and more. Depending on the type of conversion you’re tracking, the setup process is different, so the first step in setting up conversion tracking is choosing a conversion source, or where your conversions come from. 102. What's one of the main benefits of using ad extensions? o Extensions increase your reach by showing your ad on more advertising networks o Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent o Extensions provide additional information to make your ads more relevant to customers o Extensions are automated so you don't have to create your ads Explication: Ad extensions are a type of ad format that show extra information (“extending” from your text ads) about your business. Some can be added manually and others are automated. Similar to higher ad positions, ad extensions give your ad more prominence on the search results page. This additional prominence has two main benefits: ad extensions tend to improve your ad’s visibility, also ad extensions often increase your total number of clicks by improving the clickthrough rate (CTR) of your ads. They provide valuable ways for users to learn more about your business or interact with your ad, such as making a phone call to your business or providing more links to your website. 103. Why should you link your client's AdWords account to Google's Webmaster Tools? o See how your ads performed when triggered by actual searches o See how often your ads rank higher in search results than those of other advertisers
  47. 47. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o See if people reach your client's website via ads or organic search results o See which campaigns have the biggest changes in clicks, costs, and conversions Explication: You can use AdWords reporting tools to see how often your ads are showing to potential customers, and which keywords are triggering those impressions. With the paid & organic report, you can also see how often pages from your website are showing in Google’s free organic search results, and which search terms triggered those results to show on the search results page. 104. You would choose to advertise on the Google Display Network if you wanted to: o show ads to people on non-Google search sites o show ads on Google Maps o show ads on websites related to your business o show ads on Google Shopping Explication: The Google Display Network allows to you connect with customers with a variety of ad formats across the digital universe. This network spans over two million websites that reach over 90% of people on the Internet. It can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile sites and apps. 105. Your client wants to improve her ad position. What would you recommend? o Improve the ad quality and increase bid amount o Add more keywords and increase daily budget o Improve Quality Score and decrease bid amount o Make the ad headline longer and more descriptive Explication: The order in which your ad appears on a page in relation to other ads. An ad position of "1" means that your ad is the first ad on a page. Ad position is determined by a formula called Ad Rank that gives your ad a score based on your bid, the quality of your ads and landing page, and
  48. 48. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers the expected impact of extensions and other ad formats. So even if your competition bids more than you, you can still win a higher position -- at a lower price -- with highly relevant keywords and ads. Your Ad Rank is recalculated each time your ad is eligible to appear, so your ad position can fluctuate each time depending on your competition at that moment. Ads can appear on the top or bottom of a search results page. 106. You sell video games and want people who play mobile gaming apps to know about your store. What's one benefit of promotion your products with a mobile apps campaign on the Display Network?  It lets people who see your ad get directions to your store on Google Maps  It allows you to show your ad on app categories that you choose  It encourages people using mobile devices to install your app  It directs people to your online store to purchase your products Explication: You can reach a growing audience of people using mobile phones and tablets by showing your ads in apps. Choose to let AdWords match your ad to apps for you through the Display Network, or target particular app categories. 107. Tom wants to promote his windshield repair company's emergency service by reaching people right when they're searching for help. Which campaign type is a good fit? o "Search Network with Display Select" o "Shopping" o "Search Network only" o "Display Network only" Explication: Again, many online tutorials give you a wrong answer. There is no need to select Display Network if you don't need it, as in most cases you won't be using your budget in the most efficient way. "Emergency" and "searching for help" points to Search network and only Search Network.
  49. 49. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 108. An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend? o Set an ad group adjustment of +20% for that keyword o Delete the keyword and use keyword Planner to find more relevant keywords o Modify the ad associated with that keyword to direct to a highly-relevant landing page o Delete the keyword and find a synonym of the keyword to campaign Explication: Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher qualityads can lead to lower prices and better ad positions. You can see your Quality Score (Quality Score is reported on a 1-10 scale and its components (expected clickthrough rate, ad relevance, and landing page experience) in your keywords’ “Status” column. The more relevant your ads and landing pages are to the user, the more likely it is that you'll see higher Quality Scores. Quality Score is an aggregated estimate of your overall performance in ad auctions, and is not used at auction time to determine Ad Rank. 109. In order to appeal to customers on mobile devices, it's important to: o Send users to a video-based landing page o Send users to a mobile-friendly landing page o Avoid using Ad extensions o Include your phone number as your display URL Explication: When creating a mobile website use strategies that make the most of the size of mobile screens and how people use their phones. These strategies can help make sure your mobile site offers a great experience for customers and helps them accomplish their goals on your site. In turn, this means better business for you. 110. 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? o Sitelink extensions o Image ads
  50. 50. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Shopping ads o App promotion ads Explication: If you're a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads. To get started, you'll send us your product data with Merchant Center and create a campaign in AdWords. Then we'll use your campaign to create ads on Google and around the web where potential customers can see what you're selling. We call these placements Shopping ads, because they're more than a text ad--they show users a photo of your product, plus a title, price, store name, and more. These ads give users a strong sense of the product you're selling before they click the ad, which gives you more qualified leads. 111. An advertiser should group their campaigns by: o type of product or service o number of keywords o maximum cost-per-click (CPC) bids o number of ad groups per campaign Explication: Organizing your account allows you to better serve the right ads to the right customers, and it allows you to better track the effectiveness of your advertising efforts. When you need to use a different set of campaigns settings (ex: budget or location targeting), create a separate campaign. For instance, if you sell clothing, you may want to set a budget for shirts and a different budget for pants. In this case, you should create a campaign for shirts, and another campaign for pants. 112. 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? o Use frequency capping to limit thenumber of times men ages 40 to 65 see your client's ads
  51. 51. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers o Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips o Add demographic and age targeting to show ads to people in this audience o Set up a remarketing list to show ads to women who have previously visited your client's Explication: With demographic targeting in AdWords, you can reach customers who’re likely to be within the demographic groups that you choose. For example, if your business caters to a specific set of customers within a particular group, you can show your ads to customers according to their gender, age group, parental status, or household income. Follow these step-by-step instructions to reach your customers. 113. A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal? o Google's Search Network will help her target people who are more likely to download her app o She can use keywords like "mobile app" to target people who are more likely to download her app o Google's Display Network includes many mobile apps where she could show her ad o She can use mobile app extensions to reach users in apps Explication: You can reach a growing audience of people using mobile phones and tablets by showing your ads in apps. Choose to let AdWords match your ad to apps for you through the Display Network, or target particular app categories.
  52. 52. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers 114. A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client's campaign to help achieve their goal? o Include a phone number in the client's ad's headlines and monitor performance with the mobile clicks-to-call segment o Include a phone number in the client's ad's headline and monitor performance with the top vs. other segment o Add call extensions to the client's ads and monitor performance with the top vs other segment o Add call extensions to the client's ads and monitor performance with the mobile clicks-to-call segment Explication: Call extensions let you add phone numbers to your ads, which can increase click through rates by 4-5%. When your call extensions show, people can tap or click a button to call your business directly. That means more customer engagement with your ads, and more chances for you to get and track your conversions. 115. Your client wants to show ads to people who've visited her website before. Which Adwords feature would you recommend she use? o Dynamic Search Ads o Ecommerce tracking o Conversion tracking o Remarketing Explication: Remarketing lets you show ads to people who've visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.
  53. 53. GOOGLE ADWORD FUNDAMENTALS EXAM QUESTION & ANSWERS www.onlineseotrainer.com Adword Fundamentals Exam Answers THANK YOU!

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