Google AdWords Fundamentals Exam Study Guide

Google AdWords certification is a process by which Google recognizes marketers as experts in online advertising. After passing two AdWords certification exams, individuals get a personalized certificate and appear on a Google Partners public profile page.

A florist is advertising 5 types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on “roses”?

  • The home page, showing 5 types of bouquets that include roses
  • The “Contact us” page
  • The page on which people can sign up for coupons
  • The page showing rose bouquets
You own a bed and breakfast in southern France and want to target English-speaking tourists looking for accommodations after they’ve arrived in France. What language and location should you target?

  • English; the 25-mile radius around the bed and breakfast
  • French and English; the 5-mile radius around the bed and breakfast
  • English; the United States
  • English; southern France
Your client sells gardening supplies online. You suggest she use sitelinks because they can:

  • take people to subpages on her site about gloves, tools, and fertilizer
  • be used with Shopping campaigns
  • take people to blogs about gardening
  • bring people to her site from blogs about gardening
An advertiser who sells designer dresses is selecting a landing page to pair with new ads for spring dresses. A good landing page for the spring dress collection ads would display:

  • a page of the top-selling dresses for all seasons.
  • a catalog of all dresses available on the website.
  • several colors of spring dresses.
  • spring dresses, skirts, belts, and shoes.
You’re reviewing the campaigns of a new client who wants to better promote his child daycare facility to parents researching childcare on their mobile devices. Currently, his ads include generic text about childcare. To optimize his ads for mobile, you might create an ad with:

  • the computer version of the facility’s website as the landing page, and a headline and description text that encourages people to sign up for the facility’s newsletter
  • a headline and description text that includes a customer testimonial, and uses the previous visits automated ad extension to let people see when they last visited the client’s website
  • the mobile version of the facility’s website as the landing page, and uses an interactive video showing current students and teachers reading together
  • a headline and description text that encourages people to sign up for a tour, and uses location extensions so they know where the client’s business is located
An advertiser wants to improve the position of ads on Google but isn’t willing to raise bids. What else could increase Ad Rank?

  • Lower bids on keywords with a low click-through rate (CTR)
  • Change keyword match types from exact match to phrase match
  • Make changes to improve the components of Quality Score
  • Review impression share data to identify missed opportunities
Keyword Planner can do all of these things except:

  • suggest keywords and ad groups that may not have occurred to you
  • multiply keyword lists together
  • provide Quality Score estimates and validate keywords
  • provide historical statistics on search volume
You can use the AdWords Application Programming Interface (API) to:

  • integrate AdWords data with your inventory system
  • integrate AdWords data with multiple manager accounts
  • override AdWords functions you don’t need
  • integrate data about competitors into your account
If your choose a target cost-per-acquisition (CPA) of US$15, AdWords will automatically adjust your bids to try to get as many conversions at what amount, on average? US$15 US$18 US$30 US$45
Obi added a sitelink extension to her text ad and and wants it to show as often as possible. What’s the best way to achieve this?

  • Raise her maximum cost-per-click (max. CPC)
  • Lower her maximum cost-per-click (max. CPC)
  • Add a second type of extension
  • Lower her Ad Rank
Jonathan, who has a Bay Area sailing excursion business, notices that his text ads show below a competitor’s in search results when people enter keywords like “sailing excursions on San Francisco Bay.” Which automated bid strategy could help him attain the top position?

  • Enhanced cost-per-click (ECPC)
  • Target outranking share
  • Target return on ad spend (ROAS)
  • Maximize clicks
You have an online electronics business and you’ve set up an ad group for digital cameras. What keywords could make this ad group as effective as possible?

  • Brand names of your top competitors’ cameras
  • Words from headlines on your website, like “electronics” and “sale on cameras”
  • General phrases related to photography, like “camera lens” and “camera base”
  • Words in your ad text, like model names of digital cameras
You manage the campaigns for a client that runs a wine tour business in Florence. The ads have stopped showing on Google. If the budget is limited, what might help make sure the ads show?

  • Raise the target cost-per-acquisition (CPA) bid
  • Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages
  • Use target outranking share bidding
  • Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning
An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?

  • The Quality Score for the account was reset after the ad was edited.
  • The edited ad is less relevant to the keywords within the ad group.
  • The edited ad has a lower conversion rate after the changes were made.
  • The advertiser’s landing page is down for maintenance.
Megan enabled target cost-per-acquisition (CPA) bidding in all six of her campaigns. How can she tell if it’s improving her campaign performance?

  • Compare average CPA and conversion rate before and after using target CPA bidding
  • Enable and disable target CPA bidding every other day to observe differences
  • Install a new conversion tracking code
  • Monitor overall changes in clicks received
An advertiser who uses ad scheduling has a custom bid adjustment for 9 p.m. to 12 a.m. on weeknights. The normal bid is £0.40 and the bid multiplier is -25%. How much is the advertiser bidding for that time period?

  • £0.30
  • £0.03
  • £0.32
  • £0.31
If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:

  • add a call extension
  • add a sitelink extension
  • run an app install ad
  • include the word “install” in the ad text
The automated “Maximize clicks” bid strategy attempts to get advertisers the most:

  • clicks for their daily budget
  • conversions based on their conversion goals
  • impressions in their preferred position range
  • impressions for their daily budget
Which is a best practice for writing an effective text ad?

  • Use all capital letters in the headline
  • Make sure the headline wraps to two lines
  • Capitalize the first letter of each word in the headline
  • End the headline with an exclamation point
Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers, and tablets?

  • Click-through conversions
  • Cross-OS conversions
  • Cross-through conversions
  • Cross-device conversions
In order to differentiate ads from the ads of competitors, advertisers creating text ads should:

  • Use special characters, such as asterisks or hashes.
  • Mention competitor offers and prices.
  • Use exclamation points and capital letters.
  • Include prices, promotions, and a call-to-action.
With call extensions, a customer who searches for Thai food on her mobile phone can see an ad for a Thai restaurant, along with a phone number, and make the call with one click. How is that priced?

  • The same as when someone clicks on an ad
  • Flat fee, based on the caller’s phone model
  • Negotiated in advance, with bulk discounts
  • By the minute, based on the length of the call
An ad group contains the phrase-matched keyword “underwater camera.” Which search query may trigger an ad in this ad group to display?

  • camera for use underwater
  • underwater camera case
  • affordable underwater digital camera
  • water-proof camera
You can use target cost-per-acquisition (CPA) bidding to help:

  • A) get as many conversions as possible within your budget
  • B) get as many conversions as possible within a flexible budget range
  • C) get as many clicks as possible within your budget
  • D) generate more clicks than manual bidding would generate
Which statement is true?

  • Ads with call extensions only let people call the business
  • Call extensions send people to a landing page with a phone number
  • Call-only ads are available exclusively on the Display Network
  • Call-only ads only let people call the business
An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?·  AdWords Application Programming Interface (API)·  AdWords Editor ·  Automatic cost-per-click (CPC) bidding ·  My Client Centre (MCC)
You’re working on the bidding strategy for a Search Network campaign. If the cost-per-conversion for mobile is lower than for desktop, how might you optimize the bidding strategy to increase the number of conversions?

  • Increase the mobile bid adjustment for the campaign
  • Decrease the mobile bid adjustment for the campaign
  • Increase the number of mobile-optimized text ads
  • Decrease the number of mobile-optimized text ads
What information does a target cost-per-acquisition (CPA) bid strategy need in order to find the optimal cost-per-click (CPC) bid for an ad each time it’s eligible to appear?

  • A) Manual bid changes
  • B) Forecast data
  • C) Historical conversion data
  • D) Test conversions
You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which result is most likely?

  • Receive more conversions while paying more on average per conversion.
  • Receive fewer conversions while paying more on average per conversion.
  • Receive more conversions while paying less on average per conversion.
  • Receive fewer conversions while paying less on average per conversion.
You’re using target search page location bidding. You know it’s working because you see your ad:

  • on the first page of Google search results or in the top positions
  • repeatedly mixed in with the organic search results
  • on the second page of Google search results or in the second positions
  • at the bottom of the every page of search results
An advertiser implements target cost-per-acquisition (CPA) bidding and notices that the campaigns are receiving fewer conversions. What could help increase the number of conversions?

  • Increase the target CPA bid
  • Set the campaign budget to a 30-day cycle
  • Specify the bid amount for each individual campaign
  • Try a different automated bid strategy
Daley is managing multiple Adwords accounts for a grocery store chain and using conversion tracking. What might make her daily Adwords tasks simpler?

  • Using 1 conversion code snippet with cross-account conversion tracking
  • Setting up automated conversion rules for both accounts
  • Combining the accounts for streamlined reporting
  • Using multiple conversion code snippets with single-account conversion tracking
Nick sells 5 flavors of gourmet popcorn. Why is he bundling ads for his best-selling flavor, “Sweet & spicy coconut” with related keywords like “coconut snacks” in a single ad group?

  • To show ads promoting “Sweet & spicy coconut” to people searching for that flavor
  • To show ads promoting all the flavors to people searching for “gourmet popcorn”
  • To make sure “Sweet & spicy coconut” continues to be the bestseller
  • It’s most efficient to have a single ad group
Customers who want to increase app downloads should use which campaign type?

  • Ads in mobile apps
  • Mobile app installs
  • Mobile app engagement
  • Call only
If your campaign’s daily budget is US$20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic?      ·                     Up to US$24  ·                     Up to US$21 ·                     Up to US$20 ·                     Up to US$30
If an advertiser has the same keyword in two different ad groups, the one to win a given auction will be the keyword with the:

  • highest maximum cost-per-click (CPC) bid.
  • most historical data in the account.
  • best Quality Score.
  • highest Ad Rank.
Sarah manages 2 AdWords accounts for a client. Which tool would she use to search and replace a group of keywords across several ad groups?

  • Keyword Planner
  • AdWords Editor
  • AdWords API
  • Bid Simulator
You can add a “+”modifier in front of the words in a broad match keyword to:

  • specify that someone’s search must include certain words or their close variations
  • indicate that this keyword should be dynamically inserted in your ad text
  • specify that certain words and their close variants be prioritized
  • override a negative keyword with a positive one
Dustin wants to write a great text ad that will get people’s attention when they’re searching on Google. What should he do to generate the most clicks?

  • Put special characters in the ad headline
  • Put the ad headline in all capital letters
  • Include his keywords in the ad text
  • Include his business address in the ad text
Yoon, who sells designer jeans, has a mobile app to help women determine what leg style looks best on their body type. What could she do to bring in more prospective customers?

  • Add a call-only extension to her ad
  • Use the “Ads on mobile devices” campaign type
  • Include a link to her mobile website in her ad
  • Add a mobile-app extension to her ad
Which is a best practice for writing an effective text ad?

  • Use all capital letters in the headline
  • Make sure the headline wraps to two lines
  • Capitalize the first letter of each word in the headline
  • End the headline with an exclamation point
Which of these statements is true?

  • Location extensions appear when someone who’s physically near the business searches on relevant terms
  • Location targeting determines which business address appears in an extension
  • Location targeting enables location extensions
  • Location extensions appear when an advertiser targets a geographic location
To create a customer experience that’s relevant and useful at every touch point, a search advertiser should focus on:

  • launching a cross-device campaign
  • running ads only on mobile devices
  • addressing consumers’ needs
  • carrying over the theme of her traditional ad campaign to her online campaign
Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?

  • “Free shipping on CuStOm Ts”
  • “Design Your Own T-shirt”
  • “Custom Tees, Click Here”
  • “We sell custom t-shirts!”
Which report and metric should you analyze to see how often your client’s ads are showing above search results in comparison with other advertisers?

  • Top of page rate metric from the Auction insights report
  • Average position metric from the top mover report
  • Ad average position metric from the paid and organic report
  • Ad group data that you customize with the report editor
The keyword insertion code in an ad’s headline reads: “Buy {KeyWord:Books}.” The related ad appeared when a user searched “flower books” and the query expanded to a broad-matched keyword in the account, “gardening books.” In this example, how would the ad’s headline be displayed?

  • Buy keyword books
  • Buy Gardening Books
  • Buy flower books
  • Buy Books
Drew is selling math textbooks and using cost-per-click (CPC) bidding for his campaign. What’s the final cost each time his ad is clicked?

  • The projected maximum cost-per-click (max. CPC)
  • The average amount charged each time someone clicks on his ad
  • The average amount needed to make the ad appear somewhere on the page
  • The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction
Why would the data for a Search Network campaign show conversions but no view-through conversions?

  • A view-through conversion is counted when someone sees an image or rich media ad on the Display Network but doesn’t click, and later converts on the site
  • A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site
  • A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site
  • A view-through conversion is counted when someone sees an ad in Google Search and calls the business
Executives at a small e-commerce company are debating AdWords performance metrics. If the budget is unlimited as long as return on investment (ROI) is positive, which recommendation best positions the company for maximum profit?

  • Ad spend should always be 7% of revenue, which should be used as the target ROI
  • Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit
  • The company’s email campaigns are the most profitable, with a cost-per-acquisition of £15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids
  • Decrease the target cost-per-acquisition (CPA) for the campaigns from £15 to £10 to drive an increase in profit per customer
You have a budget of US$75 per day for your clients Search campaign and you’d like to set a maximum cost-per click (max.CPC) bid of US$1. How can you validate that this is the right bid amount for getting the most clicks?

  • Raise your max.CPC to US$3 cover possible competitive bids
  • Use bid simulators to see CPC estimates
  • Try various CPC amounts to determine the average
  • Bid across multiple ad groups to determine the average
Which is a best practice for creating a mobile-preferred ad?

  • Use the same format and content as you’d use for a laptop ad
  • Integrate mobile Flash video ads
  • Use a mobile-optimized landing page
  • Put your most important information in the second line of ad text
To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:

  • segment the campaign’s data by network and evaluate its performance on search partner sites
  • use Keyword Planner to evaluate how the campaign might perform better on search partner sites
  • review the top movers report to see if the campaign is getting more clicks on search partner sites
  • evaluate the campaign’s performance on search partner sites vs. display partner sites
A new coffeehouse downtown would like to run an “afternoon espresso” promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?

  • Managed placements
  • Automatic bidding
  • Custom ad scheduling
  • Keyword Planner
What can you learn from attribution reports?

  • The series of steps customers take after completing a conversion, including information on ads, clicks, and other elements of a campaign
  • The series of steps customers take before completing a conversion, including information on ads, clicks, and other elements of a campaign
  • Budget usage for all Search campaigns, including limitations and opportunities for more traffic
  • The number of conversions the same customer completes after clicking an ad
One factor the AdWords system uses to calculate an ad’s actual cost-per-click (CPC) is the:

  • actual cost-per-click (CPC) of the ad showing one position lower on the page.
  • location targeting of the ad showing one position lower on the page.
  • cost-per-thousand impressions (CPM) of the ad showing one position lower on the page.
  • Ad Rank of the ad showing one position lower on the page.
If you’re currently using text, display, and video ads but also want to more specifically control spending on ads that appear when someone searches on Google, which additional campaign type would you choose?

  • Search Network with Display Select
  • Search Network only
  • Display Network only
  • Display Network, advanced
How might you explain to an account manager why she should identify how much a conversion costs when setting up conversion tracking for a client’s Search Network campaign?

  • Knowing the cost-per-conversion can help her better optimize the campaign’s keywords
  • Cost-per-conversion data can indicate whether her profit will increase
  • Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets
  • Cost-per-conversion data can be compared with competitors’ cost-per-conversion data
How would you determine the clickthrough rate (CTR) for a client’s search ads?

  • Evaluate the number of clicks the ad accrues per day
  • Divide the number of clicks the ad gets by the number of impressions it gets
  • Divide the number of impressions the ad gets by its average position
  • Divide the number of impressions the ad gets by the number of clicks it gets
Which statement about ad extensions isn’t true?

  • They show additional information about a business
  • They tend to improve an ad’s visibility
  • They often appear below the organic search results
  • They can help improve clickthrough rate
High quality ratings for an ad can:

  • increase its average cost-per-click (avg. CPC) bid
  • be achieved with an increase in bid
  • improve its position
  • increase how often people click on it
Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank?

  • An increased CPC bid leads directly to a small increase in Ad Rank.
  • CPC bid only affects Ad Rank on the Search Network.
  • An increased CPC bid leads directly to a large increase in Ad Rank.
  • CPC bid is one factor that affects Ad Rank.
Maria would like to target people who’ve already browsed her online clothing boutique by offering them a 10% discount on their first purchase. What tool should she use to reach these people on the Search Network?

  • Flexible bidding
  • Dynamic search ads
  • Remarketing lists for search ads
  • Retargeting lists for text ads
According to Google data, 70% of mobile searchers who’ve recently made a purchase have:

  • clicked to call a business from the search results page
  • visited a business’s website from the search results page
  • called a similar business from their phone
  • saved a business as a contact on their phone
Heather has a mobile app she wants people to keep using once they’ve downloaded it. How can she make it more engaging?

  • Customize the app for each format (phone, tablet, computer)
  • Add some large, memory-intensive graphics
  • Set up custom deep links
  • Use the bid strategy “Maximize engagement”
Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?

  • Optimize for clicks
  • Rotate evenly
  • Optimize for conversions
  • Rotate randomly
You might analyze exact match impression share data to get an idea of:

  • the percentage of eligible impressions you received for searches that exactly matched content on your landing page
  • the percentage of eligible impressions you received for searches that exactly matched your keywords
  • the number of times your ads were shown on the Search Network
  • the number of eligible impressions your broad match keywords received
You’re the account manager for a client who wants to increase reservations at her boutique hotel. You’ve been manually managing the bids for her campaigns, and you’re looking for ways to save time and optimize. How can you most effectively do this?

  • Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign
  • Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions
  • Create 1 campaign and apply target search page location bidding to drive visibility and reservations
  • Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
Search terms report data shows that people who click on ads promoting your prescription glasses were searching for terms like “wine glasses” and “drinking glasses.” Which might you add as negative keywords to prevent your ads from showing on such searches?

  • “prescription” and “glasses”
  • “drinking” and “glasses”
  • “wine” and “drinking”
  • “glasses” and “wine”
Which option can you use to capture potential business later in the day, even on a limited budget?

  • Bid capping
  • Bid allocation
  • Ad automation
  • Ad delivery
You have a food truck and want to reach people who are nearby on their mobile phones. Your maximum cost-per-click (max. CPC) bid is US$1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?   A) US$2.80 B) US$2 C) US$1.70 D) US$1.80
The AdWords Application Programming Interface (API) allows developers to use applications that:

  • are accessible only through AdWords editor.
  • can appear throughout the Google Search Network.
  • can be uploaded into the Ad gallery.
  • interact directly with the AdWords server.
According to Google data, after seeing an ad on their smartphone, more than half of people:

  • do a mobile search
  • go to a store and buy the product
  • go to the company’s website and buy the product
  • send a text
Chanara, a senior account manager at a large digital agency, likes having an AdWords manager account. What can she do with a manager account that she can’t do with an individual account?

  • Upgrade multiple manager accounts
  • Upgrade each individual AdWords account
  • Use a single sign-in for all accounts
  • Access the AdWords Application Programming Interface (API)
Jose has a limited AdWords budget, and his ads aren’t showing as often as he wants. How might he improve results without spending more money on the campaigns limited by budget?

  • Replace his 3 most expensive keywords with lower-priced keywords
  • Slightly lower bids
  • Choose accelerated instead of standard delivery
  • Slightly raise bids
Roxanne’s online estate-jewelry sales are lagging despite running a great text ad. What else might she do to drive sales?

  • Increase the number of keywords in each ad group
  • Increase her maximum cost-per-click (max. CPC) bid
  • Use the Shopping ad format
  • Add the location extension to her ad
You want to see how raising your client’s target cost-per-acquisition (CPA) might affect his ad performance. Which tool could help?

  • Target CPA Planner
  • Target CPA Simulator
  • Target Bid Simulator
  • Keyword Simulator
An advertiser attempts to enable target cost-per-acquisition (CPA) bidding but the option isn’t available. The most likely reason is that the advertiser:

  • has fewer than 15 conversions in the last 30 days
  • has fewer than 5 conversions in the last 15 days
  • is using Google Analytics
  • is using another automated bid strategy
An advertiser enables target cost-per-acquisition (CPA) bidding and notices that conversions decrease. What might cause this?

  • The target CPA bid was higher than the recommended amount
  • The target CPA bid was lower than the recommended amount
  • The conversion tracking code snippet was not added to the site
  • The cost-per-click (CPC) bid was lower than the recommended amount
You’re reviewing the paid & organic search report for a client who runs a Maui snorkeling tour business, and you see that her business appears only in organic search for queries such as “boat snorkeling tour” and “beachside snorkeling tour.” You can use this information to:

  • increase the budget for all of her campaigns that contain these queries as keywords
  • create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords
  • lower the budget for all of her campaigns that contain these queries as keywords
  • increase the bids for the keywords that include the terms “boat,” “snorkeling,” and “beachside”
You have a maximum cost-per-click (max. CPC) bid of US$2 for a keyword. To determine the prospective impact of raising this bid to US$3, you could use:   A) CPC Simulator B) Portfolio Simulator C) Bid Simulator D) Keyword Simulator
Which allows advertisers to automate AdWords reporting and campaign management?

  • Use of Structured Query Language (SQL) server reporting services
  • Execution of multiple reporting tasks from multiple computers
  • Execution of repetitive Data Mining Extensions (DMX) queries
  • Use of an AdWords Application Programming Interface (API) web service
Someone searches on “laptop computers” and clicks an ad. Which landing page would be most relevant?

  • A computer store homepage
  • A page showing a tablet
  • A page showing laptops
  • A page showing both laptops and desktops
How does target cost-per-acquisition (CPA) bidding determine the optimal cost-per-click (CPC) bid?

  • It uses conversion history to set higher bids when a conversion is more likely
  • It sets CPC bids as one-tenth of the current CPA bid setting
  • It bids a static CPC value based on the current maximum CPC settings
  • It adjusts CPC bids based on existing bid adjustments
You sell chocolate and want to tailor your text ads so they more directly match people’s search terms, like “dark chocolate.” You use keyword insertion code “We sell {KeyWord:Chocolate}”. Your headline could look like this: We sell chocolate We sell dark chocolate We Sell dark chocolate We sell Dark Chocolate
Which lets you change keywords, campaigns, ads, ad groups, and product groups?

  • Category editor
  • Bulk edits
  • Campaign editor
  • Revision tool
A client is asking you why he should evaluate the number of clicks on his search ads relative to the number of impressions received. What should you tell him?

  • He can better understand whether potential customers find his ads appealing
  • He can better understand what happens after potential customers click his ads
  • He can get an idea of how many people who’ve seen his ads actually became customers
  • He can get an idea of how many people double clicked his ads
A furniture store owner is creating her first AdWords campaign. What’s the best way to group her products?

  • Separate them in ad groups with themes like sofa beds, king-size beds, and queen-size beds
  • Separate them in ad groups based on what she thinks will sell best on the Search vs. the Display Network
  • Group them in a single ad group
  • Create a new campaign for every bed she sells in her store
True or false: Shopping Ads use Merchant Center product data to decide how and where to show.

  • True
  • False
True or false: Adding an extension to a text ad improves an advertiser’s Quality Score.

  • TRUE
Dynamic search ads would be most helpful for:   Moving an ads position dynamically in whatever direction a users eyes are looking. Campaigns that need to reduce exposure on competitive keywords. A local restaurant with a dynamically changing menu that offers fresh new entrees every few months. A global, online clothing retailer that changes its inventory seasonally.
You have a friend starting her first AdWords campaign. What would you suggest about how to choose keywords?

  • Set a theme for each campaign and choose related keywords
  • Keep each keyword to a single word, rather than a phrase
  • Set a theme for each ad group and choose related keywords
  • Include more than 50 keywords in 1 ad group
Zoe has a website selling customizable electronic greeting cards. What could be interfering with her getting the most possible conversions?

  • It’s obvious on the landing page that she’s selling greeting cards
  • Some of her keywords are on the landing page
  • The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations, and get well
  • When people click the ad, they’re taken to the get-well category
Which is a best practice for optimizing a landing page for AdWords?

  • Several links to related websites
  • Easy-to-navigate content
  • The same programming language across the whole site
  • Prominent headlines in several font styles and sizes
You want to use AdWords to promote your dog-sitting service. What kind of campaign might you create to reach dog owners, whether they’re searching on Google or surfing a pet-supply website?

  • Search Network with Display Select
  • Display Network with Search Select
  • Display Network, advanced
  • Search Network, advanced
A successful AdWords text ad:

  • has a wrapping headline and at least 2 paragraphs of text
  • ties the call-to-action to the landing page
  • mentions at least 4 key selling points
  • talks about the advertiser’s reputation
To optimize a client’s campaign to get the most out of her mobile advertising, you can:

  • set shorter conversion windows to capture users who convert after researching on multiple devices
  • set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data
  • edit the campaign’s ad text to include information about how customers can purchase her product on their computers
  • use the maximize clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices
An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets AdWords editorial and professional requirements?

  • 20-70% off LCD monitors
  • BUY affordable LCDs
  • **Free** shipping on LCDs
  • Cheap, cheap, cheap monitors
AdWords Editor lets users do all of these things except:

  • simultaneously make edits to multiple accounts online
  • keep working while offline
  • view statistics for all campaigns
  • export and import files
Small-business owner Marcos set up his AdWords campaign by thinking of “obvious” keywords off of the top of his head. What’s one way he might improve them?

  • Click the “Automatic keyword refresh” button
  • See the suggestions on the Opportunities tab
  • See the suggestions on the Keywords tab
  • Stick with the current keywords for 2 months to collect enough viable data