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Google Adwords Advanced Display Exam Quick Preparation

The document outlines various limits and guidelines for Google Ads (formerly AdWords) campaigns, including maximum numbers for campaigns, ad groups, targeting items, and ad extensions. It provides insights into video advertising strategies, including best practices and bidding models, as well as general tips for optimizing ad performance. Additionally, it addresses specific advertising strategies for both display and search networks, emphasizing the importance of campaign goals, quality scores, and audience targeting.

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ADWORDS ACCOUNT LIMIT *10,000 campaigns (includes active and paused) *20,000 ad groups per campaign *20,000 ad group targeting items per ad group (such as keywords, placements, audience lists & product targets) *300 display ads per ad group (includes image ads) *50 text ads per ad group *4 million active or paused ads per account *5 million ad group targeting items per account (such as keywords, placements, audience lists & product targets) *1 million campaign targeting items per account (such as geo target and campaign-level negative keywords. *10,000 location targets (targeted and excluded) per campaign, including upto 500 proximity targets per campaign. *20 shared negative placement list per account *5,000 keyword per negative keyword list *100,000 active legacy ad extensions per account *1.3 million references to legacy ad extensions per account. *100,000 active upgraded ad extensions per account *10,000 ad group references to upgraded ad extensions per account *10,000 campaign references to upgraded ad extensions per account. * Q Using Google’s AdWords for Video, what type of video advertisement can you implement? A: TrueVideo Video Ads can be implemented with AdWords for Video. Q: What type of video still is best for an advertisement? A: Something showing the action. If it’s a surfing video, for instance, show the part where the surfer is attempting to catch the wave, rather than paddling out to the wave or falling off of the surfboard. Q: How is Quality Score affected when using cost-per-thousand-impressions bidding on Display ads? A: QS is not affected because click-through rates are not a factor when using CPM bidding. Q: True or False: You should consider minimum speed requirements in a reservation based campaign. A: True Q: True of False: You should consider the global availability of ad units and ad placements when planning a reservation based campaign. A: True Q: True or False: Think about submission and turnaround time for your creative and video assets when planning a reservation based campaign. A: True
Q: True or False: Consider the bidding strategies of other advertisers when planning a reservation based campaign. A: False Q: If you want the best return on investment from a display campaign, what type of bidding option should you use in AdWords? A: Conversion Optimization Q: True or False: Adding a visible display URL is a good practice when using the Display Ad Builder? A: True Q: True or False: for YouTube, the majority of AdWords ads appear on Event pages. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on Contest pages. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on the YouTube homepage. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on Watch pages. A: True Q: Which types of targeting can you use on YouTube? A: Remarketing, topics, and interest categories Q: How does an ad’s Quality Score work on the Display Network? A: QS will affect whether your ads are eligible to enter the ad auction. Q: True or False: Filling in gaps of niche and mass-marketed sites is one benefit of using AdWords targeting options, even if you use display advertising through other ad networks besides Google’s. A: True Q: Besides AdSense, where else can display inventory come from on the Google Display Network? A: DoubleClick Ad Exchange Q: When do TrueView in-state ads show on YouTube? A: Only before YouTube partner videos that are at least 10 minutes in length. Q: When can Ad Scheduling help your display campaign? A: When you notice spikes in traffic to your website at certain times of the day. Q: What can a Reach and Frequency report tell you about video ad play rates on a placement- targeted campaign? A: Whether decreased play rates are an effect of viewers seeing an ad repeatedly and not watching it again.
Q: When using AdWords Conversion Tracking, which bidding strategy is best for driving traffic to a website along with ROI goals? A: CPC bidding model Q: How can you view your reservation-based reports for ads? A: You’ll need to request it from your Google representative. Q: When there are both CPM and CPC ads in an auction, what will the AdWords system do? A: Calculate the effective CPM for ads. Q: True or False: Allocating budget and controlling spending levels across campaigns is a benefit of having separate campaigns for Search and Display Network advertising. A: True Q: What would the Placement Report tell you? A: Which Display Network properties displayed your ads, as well as related metrics. Q: True or False: You can use the Placement Performance Report to see on which URLs users have seen your ads. A: True Q: True or False: different campaign settings may be better for different networks, so you should separate your Display and Search campaigns. A: True Q: True or False: If you want to do Remarketing and Product Listing Ads, you should set up separate campaigns for each. A: True Q: You are setting up a Display Campaign for a client. What is the first thing you should take into account? A: The advertiser’s goals for the campaign. Q: What will the On Schedule Indicator tell you? A: It will show you the percent chance that the campaign will deliver all of the booked impressions for your ads. Q: How can you get access to View-through conversion data? A: You must be using the Conversion Tracking code on your website. Q: True or False: A faster landing page load time could increase the Quality Score of your ad. A: True Q: What would a Remarketing campaign allow you to do? A: Reach people who have previously visited your website and show them ads as they visit sites on the Google Display Network. Q: What is a best practice for optimizing ad groups in a placement-targeted campaign? A: Use Ad Groups to categorize placement-targeted sites with similar themes.
Q: True or False: YouTube ads can show up on the YouTube homepage. A: True Q: True or False: YouTube ads can run on videos that are part of the Partnership Program. A: True Q: How long must people watch TrueView in-stream ads on YouTube? A: They play for at least 5 seconds, then users can keep watching or skip the ad. Q: If you do not want to find and bid on individual placements, what is the best way to advertise on the Display Network? A: Use the Conversion Optimizer. Q: True or False: You can set language targeting options for campaigns that use ads on YouTube. A: True Q: For a campaign focused on branding, what is the best bidding option? A: Cost-per-thousand-impressions Q: True or False: clicks and impressions are key metrics for a branding campaign. A: True Q: What is the recommended minimum amount of time to let a display campaign run before analyzing performance metrics? A: 2-3 weeks Q: True or False: Text ads are the easiest to create on the Display Network. A: True Q: True or False: Video ads are the easiest to create on the Display Network. A: False Q: Where does YouTube rank in terms of search queries? A: It has the second highest number of search queries in the world. Q: What would you use to limit the impressions of an ad for a single unique user? A: Frequency capping Q: True or false: Conversions is the most important measurement in a direct response advertiser’s campaign on the Display Network. A: True Q: Your display ad has been disapproved. How can you submit a request for another review? A: Save an edited version of the disapproved ad, or create a new ad. Q: True or False: CPM bidding is available for the Search Network. A: False
Q: True or False: CPM bidding is available for the Display Network. A: True Q: Can you track phone calls as conversions with Enhanced Campaigns? A: Yes Q: Can you track sales transactions as conversions with Enhanced Campaigns? A: Yes Q: Can you track text messages as conversions with Enhanced Campaigns? A: No Q: What are some features of a YouTube Brand channel? A: Custom gadgets, house and curate video content, and develop social friendships with YouTube users. Q: True or False: Use the Placement Report is a good idea when using Site and Category exlusions. A: True Q: True or False: You can limit exposure to your ads through site/category exclusions. A: True Q: True or False: You can limit exposure to your ads by including negative keywords. A: True Q: What tool can you use to target different categories of video content on the Display Network? A: AdWords for Video Q: Can your video mimic functions that an ad can not perform? A: No. Your ad is likely to be disapproved. Q: Using AdWords, can you target mobile apps? A: Yes. Q: What would you use to target relevant sites on the Display Network based on a list of keywords? A: Managed Placements Q: What is the payment model for a YouTube homepage masthead advertisement? A: These are sold on a fixed cost per day model. Q: How can you optimize your CPC-based campaign? A: Focus on a high CTR, ad rank, and Quality Score. Q: What will Frequency Capping do? A: It will limit the number of times an ad appears to the same unique user on the Display Network. Q: True or False: You can set individual bids for sites you select for Managed Placements advertisements. A: True
Q: Can you use Frequency Capping on the Search Network? A: No, this feature is available only for ads on the Display Network. Q: Can you track the Mouseover Rate on ads built with the Display Ad Builder? A: Yes Q: True or False: Topic Targeting is likely to ensure ads are contextually relevant to the sites they appear on. A: True Q: Will all of your performance metrics be lost if you edit an ad with an ad extension, if you are using Enhanced Campaigns? A: No. Q: True or False: Using a color scheme that complements the image and branding on your site is recommended when using the Display Ad Builder. A: True. Q: Where are ads using images and videos shown? A: They would only be shown on the Google Display Network. Q: For direct response marketing, which is the ideal bidding model? A: Cost per click Q: True or False: YouTube homepage ads are available through AdWords. A: False Q: True or False: YouTube watch page ads are available through AdWords. A: True Q: True or False: YouTube search page ads are available through AdWords. A: True Q: Why should you include a text ad in your Display Network campaign, even if you want to focus on image/video? A: Not all publishers accept image/video ads, so having a text ad will ensure maximum coverage. Q: True or False: You can use Pop-Up ads on the Google Display Network. A: False Q: True or False: You can use Print Ads through a Display Network campaign. A: False Q: What is one reason to consider different messages in your video ads than in your text/search ads? A: Video search behavior is different than search behavior on a traditional search engine like Google.
Q: True or False: You can utilize pre-existing design templates with the Google Display Ad Builder tool. A: True Q: Should you use a Call to Action in the opening image of a click-to-play video? A: Yes, this is considered a best practice for this type of advertisement. Q: When would you pay for a TrueView in-search advertisement? A: Only if a viewer chooses to watch the video. Q: What aspect of an ad would help set expectations for users in different stages of the buying cycle? A: A clear Call to Action in the text portion of a text, video, or image advertisement. Q: True or False: You can incorporate an error message or warning box in your image ad. A: False, this will get your ad disapproved. Q: True or False, you can use a strobe background in your Display Network ads. A: False, this will get your ad disapproved. Q: Which bidding model allows advertisers to pay by the conversion? A: Cost per acquisition (CPA) Q: What is the best bidding model to increase reach and visibility? A: Cost per thousand impressions (CPM) Q: What type of bidding model do reservation ads use? A: They are a fixed price, so no bidding is used. Q: Using Google’s AdWords for Video, what type of video advertisement can you implement? A: TrueVideo Video Ads can be implemented with AdWords for Video. Q: What type of video still is best for an advertisement? A: Something showing the action. If it’s a surfing video, for instance, show the part where the surfer is attempting to catch the wave, rather than paddling out to the wave or falling off of the surfboard. Q: How is Quality Score affected when using cost-per-thousand-impressions bidding on Display ads? A: QS is not affected because click-through rates are not a factor when using CPM bidding.
Q: True or False: You should consider minimum speed requirements in a reservation based campaign. A: True Q: True of False: You should consider the global availability of ad units and ad placements when planning a reservation based campaign. A: True Q: True or False: Think about submission and turnaround time for your creative and video assets when planning a reservation based campaign. A: True Q: True or False: Consider the bidding strategies of other advertisers when planning a reservation based campaign. A: False Q: If you want the best return on investment from a display campaign, what type of bidding option should you use in AdWords? A: Conversion Optimization Q: True or False: Adding a visible display URL is a good practice when using the Display Ad Builder? A: True Q: True or False: for YouTube, the majority of AdWords ads appear on Event pages. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on Contest pages. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on the YouTube homepage. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on Watch pages. A: True Q: Which types of targeting can you use on YouTube? A: Remarketing, topics, and interest categories Q: How does an ad’s Quality Score work on the Display Network? A: QS will affect whether your ads are eligible to enter the ad auction.
Q: True or False: Filling in gaps of niche and mass-marketed sites is one benefit of using AdWords targeting options, even if you use display advertising through other ad networks besides Google’s. A: True Q: Besides AdSense, where else can display inventory come from on the Google Display Network? A: DoubleClick Ad Exchange Q: When do TrueView in-state ads show on YouTube? A: Only before YouTube partner videos that are at least 10 minutes in length. Q: When can Ad Scheduling help your display campaign? A: When you notice spikes in traffic to your website at certain times of the day. Q: What can a Reach and Frequency report tell you about video ad play rates on a placement- targeted campaign? A: Whether decreased play rates are an effect of viewers seeing an ad repeatedly and not watching it again. Q: When using AdWords Conversion Tracking, which bidding strategy is best for driving traffic to a website along with ROI goals? A: CPC bidding model Q: How can you view your reservation-based reports for ads? A: You’ll need to request it from your Google representative. Q: When there are both CPM and CPC ads in an auction, what will the AdWords system do? A: Calculate the effective CPM for ads. Q: True or False: Allocating budget and controlling spending levels across campaigns is a benefit of having separate campaigns for Search and Display Network advertising. A: True Q: What would the Placement Report tell you? A: Which Display Network properties displayed your ads, as well as related metrics. Q: True or False: You can use the Placement Performance Report to see on which URLs users have seen your ads. A: True
Q: True or False: different campaign settings may be better for different networks, so you should separate your Display and Search campaigns. A: True Q: True or False: If you want to do Remarketing and Product Listing Ads, you should set up separate campaigns for each. A: True Q: You are setting up a Display Campaign for a client. What is the first thing you should take into account? A: The advertiser’s goals for the campaign. Q: What will the On Schedule Indicator tell you? A: It will show you the percent chance that the campaign will deliver all of the booked impressions for your ads. Q: How can you get access to View-through conversion data? A: You must be using the Conversion Tracking code on your website. Q: True or False: A faster landing page load time could increase the Quality Score of your ad. A: True Q: What would a Remarketing campaign allow you to do? A: Reach people who have previously visited your website and show them ads as they visit sites on the Google Display Network. Q: What is a best practice for optimizing ad groups in a placement-targeted campaign? A: Use Ad Groups to categorize placement-targeted sites with similar themes. Q: True or False: YouTube ads can show up on the YouTube homepage. A: True Q: True or False: YouTube ads can run on videos that are part of the Partnership Program. A: True Q: How long must people watch TrueView in-stream ads on YouTube? A: They play for at least 5 seconds, then users can keep watching or skip the ad. Q: If you do not want to find and bid on individual placements, what is the best way to advertise on the Display Network? A: Use the Conversion Optimizer.
Q: True or False: You can set language targeting options for campaigns that use ads on YouTube. A: True Q: For a campaign focused on branding, what is the best bidding option? A: Cost-per-thousand-impressions Q: True or False: clicks and impressions are key metrics for a branding campaign. A: True Q: What is the recommended minimum amount of time to let a display campaign run before analyzing performance metrics? A: 2-3 weeks Q: True or False: Text ads are the easiest to create on the Display Network. A: True Q: True or False: Video ads are the easiest to create on the Display Network. A: False Q: Where does YouTube rank in terms of search queries? A: It has the second highest number of search queries in the world. Q: What would you use to limit the impressions of an ad for a single unique user? A: Frequency capping Q: True or false: Conversions is the most important measurement in a direct response advertiser’s campaign on the Display Network. A: True Q: Your display ad has been disapproved. How can you submit a request for another review? A: Save an edited version of the disapproved ad, or create a new ad. Q: True or False: CPM bidding is available for the Search Network. A: False Q: True or False: CPM bidding is available for the Display Network. A: True Q: Can you track phone calls as conversions with Enhanced Campaigns? A: Yes
Q: Can you track sales transactions as conversions with Enhanced Campaigns? A: Yes Q: Can you track text messages as conversions with Enhanced Campaigns? A: No Q: What are some features of a YouTube Brand channel? A: Custom gadgets, house and curate video content, and develop social friendships with YouTube users. Q: True or False: Use the Placement Report is a good idea when using Site and Category exlusions. A: True Q: True or False: You can limit exposure to your ads through site/category exclusions. A: True Q: True or False: You can limit exposure to your ads by including negative keywords. A: True Q: What tool can you use to target different categories of video content on the Display Network? A: AdWords for Video Q: Can your video mimic functions that an ad can not perform? A: No. Your ad is likely to be disapproved. Q: Using AdWords, can you target mobile apps? A: Yes. Q: What would you use to target relevant sites on the Display Network based on a list of keywords? A: Managed Placements Q: What is the payment model for a YouTube homepage masthead advertisement? A: These are sold on a fixed cost per day model. Q: How can you optimize your CPC-based campaign? A: Focus on a high CTR, ad rank, and Quality Score. Q: What will Frequency Capping do? A: It will limit the number of times an ad appears to the same unique user on the Display Network.
Q: True or False: You can set individual bids for sites you select for Managed Placements advertisements. A: True Q: Can you use Frequency Capping on the Search Network? A: No, this feature is available only for ads on the Display Network. Q: Can you track the Mouseover Rate on ads built with the Display Ad Builder? A: Yes Q: True or False: Topic Targeting is likely to ensure ads are contextually relevant to the sites they appear on. A: True Q: Will all of your performance metrics be lost if you edit an ad with an ad extension, if you are using Enhanced Campaigns? A: No. Q: True or False: Using a color scheme that complements the image and branding on your site is recommended when using the Display Ad Builder. A: True. Q: Where are ads using images and videos shown? A: They would only be shown on the Google Display Network. Q: For direct response marketing, which is the ideal bidding model? A: Cost per click Q: True or False: YouTube homepage ads are available through AdWords. A: False Q: True or False: YouTube watch page ads are available through AdWords. A: True Q: True or False: YouTube search page ads are available through AdWords. A: True Q: Why should you include a text ad in your Display Network campaign, even if you want to focus on image/video? A: Not all publishers accept image/video ads, so having a text ad will ensure maximum coverage.
Q: True or False: You can use Pop-Up ads on the Google Display Network. A: False Q: True or False: You can use Print Ads through a Display Network campaign. A: False Q: What is one reason to consider different messages in your video ads than in your text/search ads? A: Video search behavior is different than search behavior on a traditional search engine like Google. Q: True or False: You can utilize pre-existing design templates with the Google Display Ad Builder tool. A: True Q: Should you use a Call to Action in the opening image of a click-to-play video? A: Yes, this is considered a best practice for this type of advertisement. Q: When would you pay for a TrueView in-search advertisement? A: Only if a viewer chooses to watch the video. Q: What aspect of an ad would help set expectations for users in different stages of the buying cycle? A: A clear Call to Action in the text portion of a text, video, or image advertisement. Q: True or False: You can incorporate an error message or warning box in your image ad. A: False, this will get your ad disapproved. Q: True or False, you can use a strobe background in your Display Network ads. A: False, this will get your ad disapproved. Q: Which bidding model allows advertisers to pay by the conversion? A: Cost per acquisition (CPA) Q: What is the best bidding model to increase reach and visibility? A: Cost per thousand impressions (CPM) Q: What type of bidding model do reservation ads use? A: They are a fixed price, so no bidding is used.
Accounts Q: When setting up a Google AdWords Account, why should you choose your currency and time zone carefully? A: These can not 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.” 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. 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. 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. 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. 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. 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 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. 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. Did you make it all the way through these questions and answers and still need some help before taking the exam? If so, take a look at this Study Guide review.

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Google Adwords Advanced Display Exam Quick Preparation

  • 1.
    ADWORDS ACCOUNT LIMIT *10,000campaigns (includes active and paused) *20,000 ad groups per campaign *20,000 ad group targeting items per ad group (such as keywords, placements, audience lists & product targets) *300 display ads per ad group (includes image ads) *50 text ads per ad group *4 million active or paused ads per account *5 million ad group targeting items per account (such as keywords, placements, audience lists & product targets) *1 million campaign targeting items per account (such as geo target and campaign-level negative keywords. *10,000 location targets (targeted and excluded) per campaign, including upto 500 proximity targets per campaign. *20 shared negative placement list per account *5,000 keyword per negative keyword list *100,000 active legacy ad extensions per account *1.3 million references to legacy ad extensions per account. *100,000 active upgraded ad extensions per account *10,000 ad group references to upgraded ad extensions per account *10,000 campaign references to upgraded ad extensions per account. * Q Using Google’s AdWords for Video, what type of video advertisement can you implement? A: TrueVideo Video Ads can be implemented with AdWords for Video. Q: What type of video still is best for an advertisement? A: Something showing the action. If it’s a surfing video, for instance, show the part where the surfer is attempting to catch the wave, rather than paddling out to the wave or falling off of the surfboard. Q: How is Quality Score affected when using cost-per-thousand-impressions bidding on Display ads? A: QS is not affected because click-through rates are not a factor when using CPM bidding. Q: True or False: You should consider minimum speed requirements in a reservation based campaign. A: True Q: True of False: You should consider the global availability of ad units and ad placements when planning a reservation based campaign. A: True Q: True or False: Think about submission and turnaround time for your creative and video assets when planning a reservation based campaign. A: True
  • 2.
    Q: True orFalse: Consider the bidding strategies of other advertisers when planning a reservation based campaign. A: False Q: If you want the best return on investment from a display campaign, what type of bidding option should you use in AdWords? A: Conversion Optimization Q: True or False: Adding a visible display URL is a good practice when using the Display Ad Builder? A: True Q: True or False: for YouTube, the majority of AdWords ads appear on Event pages. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on Contest pages. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on the YouTube homepage. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on Watch pages. A: True Q: Which types of targeting can you use on YouTube? A: Remarketing, topics, and interest categories Q: How does an ad’s Quality Score work on the Display Network? A: QS will affect whether your ads are eligible to enter the ad auction. Q: True or False: Filling in gaps of niche and mass-marketed sites is one benefit of using AdWords targeting options, even if you use display advertising through other ad networks besides Google’s. A: True Q: Besides AdSense, where else can display inventory come from on the Google Display Network? A: DoubleClick Ad Exchange Q: When do TrueView in-state ads show on YouTube? A: Only before YouTube partner videos that are at least 10 minutes in length. Q: When can Ad Scheduling help your display campaign? A: When you notice spikes in traffic to your website at certain times of the day. Q: What can a Reach and Frequency report tell you about video ad play rates on a placement- targeted campaign? A: Whether decreased play rates are an effect of viewers seeing an ad repeatedly and not watching it again.
  • 3.
    Q: When usingAdWords Conversion Tracking, which bidding strategy is best for driving traffic to a website along with ROI goals? A: CPC bidding model Q: How can you view your reservation-based reports for ads? A: You’ll need to request it from your Google representative. Q: When there are both CPM and CPC ads in an auction, what will the AdWords system do? A: Calculate the effective CPM for ads. Q: True or False: Allocating budget and controlling spending levels across campaigns is a benefit of having separate campaigns for Search and Display Network advertising. A: True Q: What would the Placement Report tell you? A: Which Display Network properties displayed your ads, as well as related metrics. Q: True or False: You can use the Placement Performance Report to see on which URLs users have seen your ads. A: True Q: True or False: different campaign settings may be better for different networks, so you should separate your Display and Search campaigns. A: True Q: True or False: If you want to do Remarketing and Product Listing Ads, you should set up separate campaigns for each. A: True Q: You are setting up a Display Campaign for a client. What is the first thing you should take into account? A: The advertiser’s goals for the campaign. Q: What will the On Schedule Indicator tell you? A: It will show you the percent chance that the campaign will deliver all of the booked impressions for your ads. Q: How can you get access to View-through conversion data? A: You must be using the Conversion Tracking code on your website. Q: True or False: A faster landing page load time could increase the Quality Score of your ad. A: True Q: What would a Remarketing campaign allow you to do? A: Reach people who have previously visited your website and show them ads as they visit sites on the Google Display Network. Q: What is a best practice for optimizing ad groups in a placement-targeted campaign? A: Use Ad Groups to categorize placement-targeted sites with similar themes.
  • 4.
    Q: True orFalse: YouTube ads can show up on the YouTube homepage. A: True Q: True or False: YouTube ads can run on videos that are part of the Partnership Program. A: True Q: How long must people watch TrueView in-stream ads on YouTube? A: They play for at least 5 seconds, then users can keep watching or skip the ad. Q: If you do not want to find and bid on individual placements, what is the best way to advertise on the Display Network? A: Use the Conversion Optimizer. Q: True or False: You can set language targeting options for campaigns that use ads on YouTube. A: True Q: For a campaign focused on branding, what is the best bidding option? A: Cost-per-thousand-impressions Q: True or False: clicks and impressions are key metrics for a branding campaign. A: True Q: What is the recommended minimum amount of time to let a display campaign run before analyzing performance metrics? A: 2-3 weeks Q: True or False: Text ads are the easiest to create on the Display Network. A: True Q: True or False: Video ads are the easiest to create on the Display Network. A: False Q: Where does YouTube rank in terms of search queries? A: It has the second highest number of search queries in the world. Q: What would you use to limit the impressions of an ad for a single unique user? A: Frequency capping Q: True or false: Conversions is the most important measurement in a direct response advertiser’s campaign on the Display Network. A: True Q: Your display ad has been disapproved. How can you submit a request for another review? A: Save an edited version of the disapproved ad, or create a new ad. Q: True or False: CPM bidding is available for the Search Network. A: False
  • 5.
    Q: True orFalse: CPM bidding is available for the Display Network. A: True Q: Can you track phone calls as conversions with Enhanced Campaigns? A: Yes Q: Can you track sales transactions as conversions with Enhanced Campaigns? A: Yes Q: Can you track text messages as conversions with Enhanced Campaigns? A: No Q: What are some features of a YouTube Brand channel? A: Custom gadgets, house and curate video content, and develop social friendships with YouTube users. Q: True or False: Use the Placement Report is a good idea when using Site and Category exlusions. A: True Q: True or False: You can limit exposure to your ads through site/category exclusions. A: True Q: True or False: You can limit exposure to your ads by including negative keywords. A: True Q: What tool can you use to target different categories of video content on the Display Network? A: AdWords for Video Q: Can your video mimic functions that an ad can not perform? A: No. Your ad is likely to be disapproved. Q: Using AdWords, can you target mobile apps? A: Yes. Q: What would you use to target relevant sites on the Display Network based on a list of keywords? A: Managed Placements Q: What is the payment model for a YouTube homepage masthead advertisement? A: These are sold on a fixed cost per day model. Q: How can you optimize your CPC-based campaign? A: Focus on a high CTR, ad rank, and Quality Score. Q: What will Frequency Capping do? A: It will limit the number of times an ad appears to the same unique user on the Display Network. Q: True or False: You can set individual bids for sites you select for Managed Placements advertisements. A: True
  • 6.
    Q: Can youuse Frequency Capping on the Search Network? A: No, this feature is available only for ads on the Display Network. Q: Can you track the Mouseover Rate on ads built with the Display Ad Builder? A: Yes Q: True or False: Topic Targeting is likely to ensure ads are contextually relevant to the sites they appear on. A: True Q: Will all of your performance metrics be lost if you edit an ad with an ad extension, if you are using Enhanced Campaigns? A: No. Q: True or False: Using a color scheme that complements the image and branding on your site is recommended when using the Display Ad Builder. A: True. Q: Where are ads using images and videos shown? A: They would only be shown on the Google Display Network. Q: For direct response marketing, which is the ideal bidding model? A: Cost per click Q: True or False: YouTube homepage ads are available through AdWords. A: False Q: True or False: YouTube watch page ads are available through AdWords. A: True Q: True or False: YouTube search page ads are available through AdWords. A: True Q: Why should you include a text ad in your Display Network campaign, even if you want to focus on image/video? A: Not all publishers accept image/video ads, so having a text ad will ensure maximum coverage. Q: True or False: You can use Pop-Up ads on the Google Display Network. A: False Q: True or False: You can use Print Ads through a Display Network campaign. A: False Q: What is one reason to consider different messages in your video ads than in your text/search ads? A: Video search behavior is different than search behavior on a traditional search engine like Google.
  • 7.
    Q: True orFalse: You can utilize pre-existing design templates with the Google Display Ad Builder tool. A: True Q: Should you use a Call to Action in the opening image of a click-to-play video? A: Yes, this is considered a best practice for this type of advertisement. Q: When would you pay for a TrueView in-search advertisement? A: Only if a viewer chooses to watch the video. Q: What aspect of an ad would help set expectations for users in different stages of the buying cycle? A: A clear Call to Action in the text portion of a text, video, or image advertisement. Q: True or False: You can incorporate an error message or warning box in your image ad. A: False, this will get your ad disapproved. Q: True or False, you can use a strobe background in your Display Network ads. A: False, this will get your ad disapproved. Q: Which bidding model allows advertisers to pay by the conversion? A: Cost per acquisition (CPA) Q: What is the best bidding model to increase reach and visibility? A: Cost per thousand impressions (CPM) Q: What type of bidding model do reservation ads use? A: They are a fixed price, so no bidding is used. Q: Using Google’s AdWords for Video, what type of video advertisement can you implement? A: TrueVideo Video Ads can be implemented with AdWords for Video. Q: What type of video still is best for an advertisement? A: Something showing the action. If it’s a surfing video, for instance, show the part where the surfer is attempting to catch the wave, rather than paddling out to the wave or falling off of the surfboard. Q: How is Quality Score affected when using cost-per-thousand-impressions bidding on Display ads? A: QS is not affected because click-through rates are not a factor when using CPM bidding.
  • 8.
    Q: True orFalse: You should consider minimum speed requirements in a reservation based campaign. A: True Q: True of False: You should consider the global availability of ad units and ad placements when planning a reservation based campaign. A: True Q: True or False: Think about submission and turnaround time for your creative and video assets when planning a reservation based campaign. A: True Q: True or False: Consider the bidding strategies of other advertisers when planning a reservation based campaign. A: False Q: If you want the best return on investment from a display campaign, what type of bidding option should you use in AdWords? A: Conversion Optimization Q: True or False: Adding a visible display URL is a good practice when using the Display Ad Builder? A: True Q: True or False: for YouTube, the majority of AdWords ads appear on Event pages. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on Contest pages. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on the YouTube homepage. A: False Q: True or False: for YouTube, the majority of AdWords ads appear on Watch pages. A: True Q: Which types of targeting can you use on YouTube? A: Remarketing, topics, and interest categories Q: How does an ad’s Quality Score work on the Display Network? A: QS will affect whether your ads are eligible to enter the ad auction.
  • 9.
    Q: True orFalse: Filling in gaps of niche and mass-marketed sites is one benefit of using AdWords targeting options, even if you use display advertising through other ad networks besides Google’s. A: True Q: Besides AdSense, where else can display inventory come from on the Google Display Network? A: DoubleClick Ad Exchange Q: When do TrueView in-state ads show on YouTube? A: Only before YouTube partner videos that are at least 10 minutes in length. Q: When can Ad Scheduling help your display campaign? A: When you notice spikes in traffic to your website at certain times of the day. Q: What can a Reach and Frequency report tell you about video ad play rates on a placement- targeted campaign? A: Whether decreased play rates are an effect of viewers seeing an ad repeatedly and not watching it again. Q: When using AdWords Conversion Tracking, which bidding strategy is best for driving traffic to a website along with ROI goals? A: CPC bidding model Q: How can you view your reservation-based reports for ads? A: You’ll need to request it from your Google representative. Q: When there are both CPM and CPC ads in an auction, what will the AdWords system do? A: Calculate the effective CPM for ads. Q: True or False: Allocating budget and controlling spending levels across campaigns is a benefit of having separate campaigns for Search and Display Network advertising. A: True Q: What would the Placement Report tell you? A: Which Display Network properties displayed your ads, as well as related metrics. Q: True or False: You can use the Placement Performance Report to see on which URLs users have seen your ads. A: True
  • 10.
    Q: True orFalse: different campaign settings may be better for different networks, so you should separate your Display and Search campaigns. A: True Q: True or False: If you want to do Remarketing and Product Listing Ads, you should set up separate campaigns for each. A: True Q: You are setting up a Display Campaign for a client. What is the first thing you should take into account? A: The advertiser’s goals for the campaign. Q: What will the On Schedule Indicator tell you? A: It will show you the percent chance that the campaign will deliver all of the booked impressions for your ads. Q: How can you get access to View-through conversion data? A: You must be using the Conversion Tracking code on your website. Q: True or False: A faster landing page load time could increase the Quality Score of your ad. A: True Q: What would a Remarketing campaign allow you to do? A: Reach people who have previously visited your website and show them ads as they visit sites on the Google Display Network. Q: What is a best practice for optimizing ad groups in a placement-targeted campaign? A: Use Ad Groups to categorize placement-targeted sites with similar themes. Q: True or False: YouTube ads can show up on the YouTube homepage. A: True Q: True or False: YouTube ads can run on videos that are part of the Partnership Program. A: True Q: How long must people watch TrueView in-stream ads on YouTube? A: They play for at least 5 seconds, then users can keep watching or skip the ad. Q: If you do not want to find and bid on individual placements, what is the best way to advertise on the Display Network? A: Use the Conversion Optimizer.
  • 11.
    Q: True orFalse: You can set language targeting options for campaigns that use ads on YouTube. A: True Q: For a campaign focused on branding, what is the best bidding option? A: Cost-per-thousand-impressions Q: True or False: clicks and impressions are key metrics for a branding campaign. A: True Q: What is the recommended minimum amount of time to let a display campaign run before analyzing performance metrics? A: 2-3 weeks Q: True or False: Text ads are the easiest to create on the Display Network. A: True Q: True or False: Video ads are the easiest to create on the Display Network. A: False Q: Where does YouTube rank in terms of search queries? A: It has the second highest number of search queries in the world. Q: What would you use to limit the impressions of an ad for a single unique user? A: Frequency capping Q: True or false: Conversions is the most important measurement in a direct response advertiser’s campaign on the Display Network. A: True Q: Your display ad has been disapproved. How can you submit a request for another review? A: Save an edited version of the disapproved ad, or create a new ad. Q: True or False: CPM bidding is available for the Search Network. A: False Q: True or False: CPM bidding is available for the Display Network. A: True Q: Can you track phone calls as conversions with Enhanced Campaigns? A: Yes
  • 12.
    Q: Can youtrack sales transactions as conversions with Enhanced Campaigns? A: Yes Q: Can you track text messages as conversions with Enhanced Campaigns? A: No Q: What are some features of a YouTube Brand channel? A: Custom gadgets, house and curate video content, and develop social friendships with YouTube users. Q: True or False: Use the Placement Report is a good idea when using Site and Category exlusions. A: True Q: True or False: You can limit exposure to your ads through site/category exclusions. A: True Q: True or False: You can limit exposure to your ads by including negative keywords. A: True Q: What tool can you use to target different categories of video content on the Display Network? A: AdWords for Video Q: Can your video mimic functions that an ad can not perform? A: No. Your ad is likely to be disapproved. Q: Using AdWords, can you target mobile apps? A: Yes. Q: What would you use to target relevant sites on the Display Network based on a list of keywords? A: Managed Placements Q: What is the payment model for a YouTube homepage masthead advertisement? A: These are sold on a fixed cost per day model. Q: How can you optimize your CPC-based campaign? A: Focus on a high CTR, ad rank, and Quality Score. Q: What will Frequency Capping do? A: It will limit the number of times an ad appears to the same unique user on the Display Network.
  • 13.
    Q: True orFalse: You can set individual bids for sites you select for Managed Placements advertisements. A: True Q: Can you use Frequency Capping on the Search Network? A: No, this feature is available only for ads on the Display Network. Q: Can you track the Mouseover Rate on ads built with the Display Ad Builder? A: Yes Q: True or False: Topic Targeting is likely to ensure ads are contextually relevant to the sites they appear on. A: True Q: Will all of your performance metrics be lost if you edit an ad with an ad extension, if you are using Enhanced Campaigns? A: No. Q: True or False: Using a color scheme that complements the image and branding on your site is recommended when using the Display Ad Builder. A: True. Q: Where are ads using images and videos shown? A: They would only be shown on the Google Display Network. Q: For direct response marketing, which is the ideal bidding model? A: Cost per click Q: True or False: YouTube homepage ads are available through AdWords. A: False Q: True or False: YouTube watch page ads are available through AdWords. A: True Q: True or False: YouTube search page ads are available through AdWords. A: True Q: Why should you include a text ad in your Display Network campaign, even if you want to focus on image/video? A: Not all publishers accept image/video ads, so having a text ad will ensure maximum coverage.
  • 14.
    Q: True orFalse: You can use Pop-Up ads on the Google Display Network. A: False Q: True or False: You can use Print Ads through a Display Network campaign. A: False Q: What is one reason to consider different messages in your video ads than in your text/search ads? A: Video search behavior is different than search behavior on a traditional search engine like Google. Q: True or False: You can utilize pre-existing design templates with the Google Display Ad Builder tool. A: True Q: Should you use a Call to Action in the opening image of a click-to-play video? A: Yes, this is considered a best practice for this type of advertisement. Q: When would you pay for a TrueView in-search advertisement? A: Only if a viewer chooses to watch the video. Q: What aspect of an ad would help set expectations for users in different stages of the buying cycle? A: A clear Call to Action in the text portion of a text, video, or image advertisement. Q: True or False: You can incorporate an error message or warning box in your image ad. A: False, this will get your ad disapproved. Q: True or False, you can use a strobe background in your Display Network ads. A: False, this will get your ad disapproved. Q: Which bidding model allows advertisers to pay by the conversion? A: Cost per acquisition (CPA) Q: What is the best bidding model to increase reach and visibility? A: Cost per thousand impressions (CPM) Q: What type of bidding model do reservation ads use? A: They are a fixed price, so no bidding is used.
  • 15.
    Accounts Q: When settingup a Google AdWords Account, why should you choose your currency and time zone carefully? A: These can not 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.
  • 16.
    Q: What aresome phrases that are not allowed, according to Google Ad Policies? A: Call To Action phrases like “Click here,” or “See this site.” 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.
  • 17.
    Q: True orfalse. 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. 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.
  • 18.
    Campaigns Q: What doesa “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. 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.
  • 19.
    Click-Through Rate Q: Howdoes 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. 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.
  • 20.
    Q: How doesadding 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. 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.
  • 21.
    Q: For adirect 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. 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.
  • 22.
    Q: True orFalse. 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 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.
  • 23.
    Q: What happenswhen 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. Q: What happens if a Search Network campaign consistently reaches its daily budget? A: There will be missed potential ad impressions.
  • 24.
    Q: True orFalse. 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. Did you make it all the way through these questions and answers and still need some help before taking the exam? If so, take a look at this Study Guide review.