- It is not recommended to duplicate keywords across multiple ad groups, as the keywords will compete against each other and only the highest performing ad group will show ads for that keyword. - Keywords should be grouped into ad groups based on common themes to ensure ad relevance. - Placement settings can be controlled at the ad group level, and including both keywords and placements will restrict ads to only specific sites and pages relevant to the keyword themes.

1. Accounts
Q: When setting up a Google AdWords Account, why should you choose your currency and time zone
carefully?
A: These cannot be edited once the account is set up.
Q: Which settings are specified at the Account level in AdWords?
A: Email address, password, and billing information.
Q: What happens to the rest of your Google products if you change your password for AdWords?
A: The new password will be required to log in to all other Google products.
Ads
Q: Your ad includes the phrase, “Your friend has a crush on you. See who!” and it gets disapproved.
Why?
A: AdWords policy does not allow ads to simulate email inbox notifications or fake friend/crush
requests.
Q: What is the formula for ad rank on the Search Network?
A: Maximum Cost Per Click X Quality Score.
Q: What is the best way to achieve the top position in paid search results?
A: Improve the Quality Score and raise the Cost Per Click.
Q: How should you check to see if your ads are still running on Google?
A: Use the Ad Preview and Diagnosis tool.
Q: Why should you use the Ad Preview and Diagnosis tool to check if your ads are live and running on
Google?
A: By searching for keywords that trigger your ad, you can rack up impressions without clicks, which may
lower your Click-Through Rate, which may prevent your ad from appearing as often as it is eligible.
Q: Why should you identify special offers before building an AdWords campaign?
A: In order to create compelling text for your ad creatives.
Q: All other things equal, if your closest competitor’s bid is $0.25, how much will you pay to show your
ad in a higher position?
A: $0.26
Q: What is the formula for ranking keyword-targeted ads on the Search Network?
A: Maximum Cost Per Click x Quality Score.
Q: What are some phrases that are not allowed, according to Google Ad Policies?
A: Call To Action phrases like “Click here,” or “See this site.”

2. Q: True or false. “Click here” can be used in an ad.
A: False. This phrase violates Google’s Ad Policies.
Q: How can you create effective ad text?
A: Best practices include using prices, promotions, and exclusive offers in your ads.
Ad Extensions
Q: How are +1s calculated for your ad and Google+ page when using the social extension on your ads?
A: +1s from your Google+ page show in the count that is visible on your ad.
Q: What can a location extension do?
A: Assist nearby customers in finding or calling your nearest location.
Q: With the sitelinks extension set at both the campaign and Ad Group level, which ones will be
displayed?
A: The sitelinks at the Ad Group level will be displayed.
Ad Groups
Q: Why is it a bad idea to duplicate keywords in multiple Ad Groups?
A: Keywords in multiple ad groups compete against each other, and the keyword with the higher
performance will trigger the ad in that Ad Group to run.
Q: What is the effect of including both keywords and placements in an Ad Group on the Display
Network?
A: Your ads will be restricted to only specific sites that you choose and webpages where the content is
relevant to the theme of the keywords.
Q: Why is it important to group similar keywords together in an Ad Group?
A: To ensure that the ads remain relevant to those keywords.
Q: Why is it a good idea to create multiple Ad Groups?
A: You can break up keywords and ads and group them by related themes.
Q: What should Ad Groups be organized around?
A: Common themes.
Q: True or false. Placements can be controlled at the Ad Group level.
A: True.
Q: What impact can poor landing page quality have on an Ad Group?
A: Keywords in the Ad Group may be given a lower Quality Score.
Q: What should you use Ad Groups for?
A: To organize ads by common themes that you want to advertise on.

3. Bidding
Q: What is the maximum CPC?
A: The highest amount of money an advertiser is willing to pay for a click on their ad.
Q: What does Smart Pricing mean?
A: Google may automatically reduce your CPC bids on pages on the Display Network that are less likely
to turn into an actionable business result.
Q: When is Cost Per Thousand Impressions (CPM) bidding not available?
A: If your campaign is opted in to the Search Network.
Q:What is the main goal of automatic Cost Per Click bidding?
A: To generate as many clicks as possible within the advertiser’s target budget.
Q: What is one effect using setting a daily budget lower than the recommended amount?
A: Ads will not show every time that a user searches for the keywords that could trigger the ad.
Q: What is important to keep in mind about manual Cost Per Click bidding?
A: The average profit derived from a paid click.
Q: Which bid methods are used for image ads on the Display Network?
A: CPM or CPC bids.
Q: When a CPM and CPC bid compete against each other, how does Google determine each ad’s
position?
A: Google estimates how many clicks the ad might receive in 1000 impressions to get the comparison.
Q: What is Enhanced Cost Per Click?
A: A CPC bidding features to automatically bid more aggressively in auctions more likely to result in
conversions.
Campaigns
Q: What does a “Pending” Campaign in AdWords signify?
A: It is Inactive, but scheduled to begin at a date/time in the future.
Q: What is one main benefit of using Google AdWords?
A: Ads are displayed to users who search for your particular products or services.
Q: With a new campaign, what effect can the AdWords average daily budget have on achieving positive
ROI?
A: It can keep costs and exposure limited until profitability is achieved.
Q: What does the Optimize ad rotation setting do?
A: It allows the AdWords system to show the better performing ad more often than lower performing
ads.

4. Q: You have a new product line and want to allocate additional budge to promoting it. What’s the best
way to do this?
A: Create a campaign with a separate daily budget to promote just the new product line.
Q: What can the Opportunities tab be used to do?
A: Find keyword, bid, and budget ideas to improve campaign performance.
Q: Why is it important to monitor ad campaign performance?
A: In order to determine if campaigns meet business marketing and conversion goals.
Q: What is one benefit of not using a predetermined budget for AdWords advertising, compared to
radio, print, and TV advertising?
A: Online campaigns are highly measurable and may be able to generate an automatic positive ROI. As
long as ROI remains positive, it can be strategic to capture all traffic without a predetermined budget.
Q: Which budget delivery method should you use to distribute ads evenly over the course of a day?
A: Standard.
Q: True or False. With the Accelerated delivery method of ads, ads are shown as frequently as possible
until the daily budget is spent.
A: True.
Q: With an ad serving option set to Optimize, how will AdWords handle multiple variations of text ads in
the same Ad Group?
A: AdWords will try to show the best performing ad more often than lower performing ads.
Click-Through Rate
Q: How does a low CTR on the Display Network affect your Search Network Quality Score?
A: It doesn’t. Your ad performance, including CTR, does not affect your rank for search ads. A low CTR on
the Display Network does not affect your Search Network Quality Score.
Q: If you have a keyword with a low CTR, what can you expect?
A: A lower Quality Score on the Search Network.
Q: What is one way you can increase CTRs?
A: Add negative keywords to the ad group to reduce irrelevant impressions.
Conversions
Q: Why does a lower Cost Per Acquisition (CPA) not indicate a higher profit?
A: A lower CPA may be accompanied by lower sales volume, reducing overall profit.
Q: What can you expect if you raise your bids?
A: More conversions and a higher CPA, in general.

5. Q: What can you expect if you lower your bids?
A: Fewer conversions and a lower CPA, in general.
Display Network
Q: How does a low CTR on the Display Network affect your Search Network Quality Score?
A: It doesn’t. Your ad performance, including CTR, does not affect your rank for search ads. A low CTR on
the Display Network does not affect your Search Network Quality Score.
Q: What effect does using managed placements have on your campaign?
A: Your ads will show on webpages, videos, games, RSS feeds, mobile sites, and apps that you have
specifically selected.
Q: What does Smart Pricing mean?
A: Google may automatically reduce your CPC bids on pages on the Display Network that are less likely
to turn into an actionable business result.
Q: What is the effect of including both keywords and placements in an Ad Group on the Display
Network?
A: Your ads will be restricted to only specific sites that you choose and webpages where the content is
relevant to the theme of the keywords.
Q: How does adding placements to an Ad Group affect its Quality Score for the Search Network?
A: Placements are used on the Display Network, so they do not affect Quality Score on the Search
Network.
Q: Should you use plurals, misspellings, and other variants of words in Ad Groups in the Display
Network?
A: Since the Display Network considers broad match only, plurals, misspellings, and other variants are
unnecessary.
Q: Which bid methods are used for image ads on the Display Network?
A: CPM or CPC bids.
Q: By including keywords in an Ad Group, how does Google automatically determine where ads on the
Display Network might show?
A: Automatic placements would be used to target sites by context whose content shares the same
themes as the keywords in the Ad Group.
Q: How do Managed Placements work?
A: Advertisers can manually specify which websites their ads appear on throughout the Display Network.
Q: What is used to determine Quality Score on the Display Network?
A: The quality of the landing page.

6. Q: How can the Contextual Targeting Tool help you?
A: It can show you potential webpages where your ad can show up based on your keywords.
Keywords
Q: Why is it a bad idea to duplicate keywords in multiple Ad Groups?
A: Keywords in multiple ad groups compete against each other, and the keyword with the higher
performance will trigger the ad in that Ad Group to run.
Q: From which AdWords tool can you get ideas for negative keyword and placement exclusions?
A: The placement performance report.
Q: What is keyword contextual targeting?
A: It is when themes of keywords are matched by AdWords to relevant content on various websites that
run Google ads.
Q: For a direct response campaign, which keywords should an advertise delete or consider not using at
all?
A: Keywords that generate a lot of impressions with very few conversions.
Q: Under the new match type policies, if you use the exact match keyword [red shoe], will your ad
appear for plurals and misspellings?
A: Yes. This is a new change in Google AdWords policies.
Q: Does the Display Network take into account match types like phrase and exact match?
A: No, the Display Network uses only broad match.
Q: Why is it important to group similar keywords together in an Ad Group?
A: To ensure that the ads remain relevant to those keywords.
Q: What can you use the Keyword Tool to do?
A: Find new keywords for advertising campaigns.
Q: If you have a keyword with a low CTR, what can you expect?
A: A lower Quality Score on the Search Network.
Q: True or False. Negative keywords can help you refine the targeting of your ads.
A: True.
Q: True or False. Negative keywords can increase the CTR of ads.
A: True.
Q: Even with an unlimited budget and a positive ROI, what can limit the amount of money you can invest
in a campaign?
A: The amount of profitable traffic available for the keywords that your campaign is targeting.

7. Language
Q: How does the AdWords system decide which ad language to target?
A: Language of ads is determined by the language setting of the Google interface the client is using.
Q: If someone in Russia sets their language preference to English, will they see ads targeted to people in
Russia? Will their ads be in Russian or in English?
A: They will see ads targeted to people located in Russia with the ads in English.
Q: What language setting should you use to target a Spanish speaker in the United States?
A: Spanish.
Q: True or False. In order to target Spanish speaking users with Spanish language ads in the United
States, adjust the language targeting settings.
A: True.
Location
Q: Where can an advertiser change the location targeting of an ad?
A: Location targeting is set at the campaign level.
Q: What is a primary benefit of location targeting?
A: The ability to target combinations of countries, territories, and regions.
Q: True or False. Google can use the IP address of users to target ads based on location.
A: True.
My Client Center
Q: What is one benefit of My Client Center?
A: A dashboard that provides summaries of different metrics for all of your clients’ accounts.
Q: What is the primary function of the My Client Center account?
A: An umbrella account for access to individual accounts with a single login.
Q: What is one way to limit a user’s access to only a specific number of accounts in the MCC?
A: Create a new MCC account linked to the original MCC account. Move the specified number of
accounts into that MCC and grant the user access to the sub-MCC account.
Mobile Ads
Q: How can you get greater exposure on mobile devices?
A: Enable bid adjustments and bid higher on mobile devices.
Quality Score

8. Q: How does a low CTR on the Display Network affect your Search Network Quality Score?
A: It doesn’t. Your ad performance, including CTR, does not affect your rank for search ads. A low CTR on
the Display Network does not affect your Search Network Quality Score.
Q: What is the formula for ad rank on the Search Network?
A: Maximum Cost Per Click X Quality Score.
Q: What are some recommendations for increasing Quality Score for a keyword?
A: Edit the ad associated with that keyword and direct users to a landing page that is very relevant.
Q: What happens when the Quality Score of a keyword is increased?
A: The ad may earn a higher average position.
Q: When are Quality Score and Ad Rank calculated?
A: Every time someone conducts a search where your ad is eligible to appear.
Q: What does a higher Quality Score typically lead to?
A: Lower costs and higher ad positions.
Q: How often is Quality Score evaluated?
A: Each time someone does a search that triggers your ad.
Q: What is used to determine Quality Score on the Display Network?
A: The quality of the landing page.
Q: How does a low CTR on the Display Network affect your Search Network Quality Score?
A: Ad performance on the Display Network does not affect rank for Search Ads or Search Network
Quality Score.
Search Network
Q: What is the best bidding option for clients that want to spend the least amount of time setting and
managing individual keyword bids?
A: Automatic Cost Per Click (CPC)
Q: What is the formula for ad rank on the Search Network?
A: Maximum Cost Per Click X Quality Score.
Q: How is advertising cost accrued on the Search Network:
A: Costs are accrued when someone clicks on an ad that is displayed on the Search Network.
Q: What is the formula for ranking keyword-targeted ads on the Search Network?
A: Maximum Cost Per Click x Quality Score.
Q: What effect do negative keywords have on Ad Groups in a Search Network campaign?
A: The ad will not show if the negative keyword appears in the user’s search query.

9. Q: What happens if a Search Network campaign consistently reaches its daily budget?
A: There will be missed potential ad impressions.
Q: True or False. You can pay for specific placement in top ad positions in the Search Network.
A: True.
Q: True or False: You can pay for specific placement in top positions in the natural search results.
A: False.
Q: How can Search Network marketing help you reach your advertising goals?
A: By acquiring potential qualified customers.
Q: What are the minimum requirements to run an ad on the Search Network?
A: Text ad, keyword list, and a default bid.
Q: How often does AdWords run an auction to determine which ads will be shown on the search results
page?
A: An auction is run every time a users enters a search query.
Video Ads
Q: You want to pay when a user views your video ad through a cost-per-view advertising model. Which
of Google’s services would be most appropriate?
A: TrueView video formats would allow this model of payment through YouTube advertising.