Google Search Advertising Exam Answers

to optimize a client's campaign to get the most out of her mobile advertising, you can:

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True or false: Adding an extension to a text ad improve an advertiser’s Quality Score.
True https://support.google.com/google-ads/answer/6167131?hl=en
#2 According to Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?
Shoe shops near me
#4 You’re using target search page location bidding. You know it’s working because you see your ad:
On the first page of Google’s search results or in the top positions
#5 Which best describes the relationship between maximum cost-per-click (max. CPC) bids and Ad Rank?
A CPC bid is one factor that affects Ad Rank https://support.google.com/google-ads/answer/2464960?hl=en
#6 Which lets you change keywords, campaigns, ads, ad groups and product groups?
Bulk edits
One factor the google ads system uses to calculate an ad’s actual cost-per-click (cpc) is the:
Maximum CPC bid of the ad showing one position lower on the page. https://support.google.com/google-ads/answer/6297?hl=en
#7 True or false: Product Listing Ads use Merchant Center product data to decide how and where to show ads.
True
#8 You might analyse exact match impression share data to get an idea of:
The percentage of eligible impressions you received for searches that exactly matched your keywords
#9 Drew is selling maths textbooks and using cost-per-click (CPC) bidding for his campaign. What’s the final cost each time his ad is clicked?
The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction
#10 Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?
Lots of his site visitors are signing up for his baseball trivia newsletter
#11 Which is a best practice for creating a mobile-preferred ad?
Use a mobile-optimised landing page
#12 If you want to prioritise downloads of your mobile app instead of visits to your mobile site, you should:
Run an app install ad
#13 How might you explain to an account manager why she should identify how much a conversation costs when setting up conversion tracking for a client’s search Network campaign?
Knowing the cost-per-conversion can help her better optimise the campaign’s bids and budgets
#14 The majority of consumers want ads customised to their:
Interests and hobbies
#15 You can use target cost-per-aquisition (CPA) bidding to help:
Get as many conversion as possible within your budget
#16 Nick sells five flavours of gourmet popcorn. Why is he bundling ads for his best selling flavour, “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 flavour
#17 Yoon, who sells designer jeans, has a mobile app to help women determine what leg style looks best on their type. What could she do to bring in more prospective customers?
Add a mobile-app extension to her ad
#18 Which statement is true?
Call-only ads only let people call the business
#19 Each of these are benefits that you’d expect from Product Listing Ads except:
Free listings
#20 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
#21 Why would the data for a Search Network campaign show conversions but no view-through conversions?
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
#22 An ad group contains the phrase-matched keyword “under camera”. Which search query may trigger an ad group to be shown?
Underwater camera case
#23 Your average bid is £ 10 and you’ve enabled enhanced cost-per-click bidding (ECPC). Assuming you haven’t set any bid adjustments, ECPC can raise your bid to which amount when AdWords sees an auction that’s more likely to lead to sale?
£ 13
#24 Small business owner Marcos set up AdWords campaign by thinking of “obvious” keywords off of the top of his head. What’s one way he might improve them?
See the suggestions on the Opportunities tab
#25 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 cant’t do with an individual account?
Use a single sign-in for all accounts
#26 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 Dark Chocolate
#27 Which statement is true?
Call-only ads only let people call the business
#28 Which report and metric should you analyse 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
#29 You’re reviewing the paid and organic search report for a client who runs a Maui snorkelling tour business, and you see that her business appears only in organic search for queries such as “boat snorkelling tour” and “beachside snorkelling tour”. You can use this information to:
Create two separate ad groups focused on boat and beachside snorkelling and include these queries as keywords
#30 Roxanne’s online estate jewellery sales are lagging despite running a great text ad. What else might she do to drive sales?
Use the Product Listing Ad Format
#31 You manage the campaigns for a baby stroller manufacturer that sells its products online and through large retailers. To calculate the total profits from these campaigns, you should:
Estimate revenue based on the value of an AdWords customer, factor out gross margins and subtract AdWords costs
#32 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
#33 Which statement about ad extension isn’t true?
They often appear below the organic search results
#34 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
#35 According to Google data, among consumers who conduct a local search on their smartphone, how many then visits a shop within a day?
About 50%
#36 If your campaign’s daily budget is £20, how much of your budget can be spent to show your ads on certain days, based on fluctuation in traffic?
Up to £24
#37 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?
£030
#38 Which option can you use to capture potential business later in the day, even on a limited budget?
Ad delivery
#39 How would you determine the clickthrough rate (CTR) for a client’s search ads?
Divide the number of clicks the ad gets by the number of impressions it gets
#40 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
#41 Keyword Planner can do all of these things except:
Provide Quality Score estimates and validate keywords
#42 If you want to target ads to only people who speak Spanish, you can:
Write your ad and keywords in Spanish and target the Spanish language
#43 AdWords Editor lets users to do all of these things except:
Simultaneously make edits to multiple accounts online
#44 Which is a best practice for optimising a landing page for AdWords?
Easy-to-navigate content
#45 A florist is advertising five types of bouquets, including those with roses. Which landing page is more likely to convert to a sale when someone searches on “roses”?
The page showing rose bouquets
#46 “Mobile app engagement” campaigns can be used to:
Re-engage people who’ve downloaded an app
#47 Heather has a mobile app that she wants people to keep using once they’ve downloaded it. How can she make it more engaging?
Set up custom deep links
#48 In order to differentiate ads from those competitors, advertisers should:
Include prices and promotions
#49 You have a friend starting her first AdWords campaign. What would you suggest about how to choose keywords?
Set a theme for each ad group and choose related keywords
#50 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
#51 A successful AdWords text ad:
Ties the call-to-action to the landing page
#52 Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?
“Design Your Own T-Shirt”
#53 If an advertiser has the same keyword in two different ad groups, the one entered in a given auction will have the:
Highest Ad Rank
#54 A new client wants to promote his three Indian restaurants, in different areas of London, to people searching for places to eat. How might you organise his account?

Create one campaign with an ad group for each restaurant location

Create one campaign with an ad group for all restaurant locations – THIS IS A GOOD ANSWER TOO

#55 Maria would like to target people who’ve already browsed her online clothing boutique by offering them 10% discount on their first purchase. What tool should she use to research these people on the Search Network?
Remarketing lists for search ads
#56 Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?
Rotate evenly
#57 How would you explain the importance of ad impressions to a client who’s concerned that her Search Network campaign is generating impressions but no clicks?
They can help her evaluate how engaging her ad is to potential customers
#58 After searching for shoes, Sean clicks on an ad promoting a sale on trainers, which has several pop-ups. What should the advertiser do to improve Sean’s experience?
Remove the pop-ups
#59 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?
Include his keywords in the ad text
#60 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
#61 Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did she choose this option?
Her ads generate 95% of her business on Fridays, so she’d like to show them more on that day
#62 A client is asking 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 potencial customers find his ads appealing
#63 The owners of a coffeehouse would like to run an “afternoon espresso” promotion to increase sales weekdays. Which AdWords feature would be most effective for preventing their search ads from appearing at night and on weekends?
Custom ad scheduling
#64 YouTube client’s product costs £50 to produce, and it sells for £150. She’s sold 10 units and spent £700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?
[£1500 (revenue) – £1200 (cost + AdWords spend)] / £1200 (cost + AdWords spend)
#65 To optimise a client’s campaign to get the most out of her mobile advertising, you can:
Set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data
#66 Your client sells gardening supplies online. You suggest that she use sitelinks because they can:
Take people to subpages on her site about gloves, tools and fertiliser
#67 An advertiser who sells designer dresses is selecting a landing page top air with ads for collection of spring dresses. A good landing page would show:
Spring dresses in several colours
#68 An advertiser makes edits to an ad and notices that its ad position is then lower than that of the previous version. What’s the most likely cause?
The edited ad is less relevant to the keywords in the ad group
#69 Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers and tablets?
Cross-device conversions
#70 The keyword insertion code in an ad’s headline is: Buy {KeyWord:Books} The ad appears when someone searches for “flower books” and the query matches a broad matchkeyword, “gardening books”. How would the headline read?
Buy gardening books
#71 Customers who want to increase app downloads should use which campaign type?
Mobile app installs
#72 You have a budget of £75 per day for your client’s Search campaign, and you’d like to set a maximum cost-per-click (max. CPC) bid of £1. How can you validate that this is the right bid amount for getting the most clicks?
Use bid simulators to see CPC estimates
#73 An advertiser targeting only France determines that clicks have been received from people in Switzerland. Why might this happen?
French people visiting Switzerland are searching on Google for information about Switzerland
#74 The strategic use of different marketing channels affects:
Online purchase decisions
#75 Someone searches on “laptop computers” and clicks an ad. Which landing page would be most relevant?
A page showing laptops
#76 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?
Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages
#77 High quality ratings for an ad can:
Improve its position
#78 You’re reviewing the campaigns of a new client who wants to better promote his childcare facility to parents researching childcare on their mobile devices. Currently, his ads include generic text about childcare. To optimise his ads for mobile, you might create an ad with:
A headline and description text that encourages people to sign up for a tour, and uses location extensions so that they know where the client’s business is located
#79 To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:
Addressing consumers’ needs
#80 You’re tracking conversions in a budget-constrained campaign. If you raise cost-per-click (CPC) bids within the budget constraint, which result is most likely?
Receive fewer conversions while paying more on average per conversion
#81 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)
#82 True or false: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords.
True
#83 Dynamic search ads would be the most helpful for:
A global, online clothing retailer that changes its inventory seasonally
#84 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 optimise. How can you most effectively do this?
Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
#85 Data shows that your client’s ad that appears to people in San Francisco gets 120 conversions at a cost of £1200 and cost-per-acqusition (CPA) of £10, while ads showing in Houston get 70 conversions at a cost of £1400 and CPA of £20. If you have a CPA goal of £12, what bid adjustment would you set for each location?
+20% for San Francisco, -40% for Houston
#86 Zoe has a website selling customisable electronic greeting cards. What could be interfering with her getting the most possible conversions?
When people click the ad, they’re taken to the get-well category
#87 You’re working on the bidding strategy for Search Network campaign. If the cost-per conversion for mobile is lower than for desktop, how might you optimise the bidding strategy to increase the number of conversions?
Increase the mobile bid adjustment for the campaign
#88 You have a maximum cost-per-click (max. CPC) bid of £2 for a keyword. To determine the prospective impact of raising this bid to £3, you could use:
Bid Simulator
#89 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?
AdWords Editor
#90 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 only
#91 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
#92 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 a negative keywords to prevent your ads from showing on such searches?
“wine” and “drinking”
#93 Which allows advertisers to automate AdWords reporting and campaign management?
Use of an AdWords Application Programming Interface (API) web service
#94 One factor that the AdWords system uses to calculate an ad’s actual cost-per-click (CPC) is the:
Maximum CPC bid of the ad showing one position lower on the page
#95 You own a bed and breakfast in southern France and want to target English-speaking tourists looking for accomodation after they’ve arrived in France. What language and location should you target?
English; southern France
#96 Obi added a sitelink extension to her text ad 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)
#97 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?
Worlds in your ad text, like model names of digital cameras
#98 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 £1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?
£1.80
#99 What can you learn from attribution reports?
The series of steps that customers take before completing a conversion, including information on ads, clicks and other elements of a campaign
#100 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?
Historical conversion data
You’re reviewing the paid and organic search report for a client who runs a Maui snorkelling tour business, and you see that their business appears only in organic search for queries such as ‘boat snorkelling tour’ and ‘beachside snorkelling tour’. You can use this information to:
Create two separate ad groups focused on boat and beachside snorkelling and include these queries as keywords.
True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.
True
An ad group contains the phrase-matched keyword ‘underwater camera’. Which search query may trigger an ad in this ad group to be shown?
Underwater camera case
According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?
Shoe shops near me
Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?
Rotate evenly
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
The format of a Shopping ad is different from that of a standard text ad in that it includes:
A product image, title, price and merchant name.
What can you learn from attribution reports?
The series of steps that customers take before completing a conversion, including information on ads, clicks and other elements of a campaign
Which of the following is not a benefit that you’d expect from Shopping ads?
Free listings
Heather has a mobile app that she wants people to keep using once they’ve downloaded it. How can she make it more engaging?
Set up custom deep links
You’re tracking conversions in a budget-constrained campaign. If you raise cost-per-click (CPC) bids within the budget constraint, which result is most likely?
Receive fewer conversions while paying more on average per conversion
You own a bed and breakfast in southern France and want to target English-speaking tourists looking for accommodation after they’ve arrived in France. What language and location should you target?
English; southern France
Small-business owner Marcos set up his AdWords campaign by thinking of ‘obvious’ keywords off the top of his head. What’s one way he might improve them?
See the suggestions on the Opportunities page
You have a friend starting their first AdWords campaign. What would you suggest about how to choose keywords?
Set a theme for each ad group and choose related keywords.
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
To create a customer experience that’s relevant and useful at every touch point, a search advertiser should focus on:
addressing consumers’ needs.
You manage the campaigns for a pushchair manufacturer that sells its products online and through large retailers. To calculate the total profits from these campaigns, you should:
estimate revenue based on the value of an AdWords customer, factor out gross margins and subtract AdWords costs.
If you want to target ads only to people who speak Spanish, you can:
write your ad and keywords in Spanish and target the Spanish language.
Which statement about ad extensions isn’t true?
They often appear below the organic search results.
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?
Words from headlines on your website, like ‘electronics’ and ‘sale on cameras’
Obi added a sitelink extension to her text ad and wants it to appear as often as possible. What’s the best way to achieve this?
Raise her maximum cost per click (max. CPC)
Roxanne’s online estate jewellery sales are lagging despite running a great text ad. What else might she do to drive sales?
Use the Shopping ad format
The automated ‘Maximise clicks’ bid strategy attempts to get advertisers the most:
clicks for their daily budget.
Which of these statements is true?
Location extensions appear when someone who’s physically near the business searches using relevant terms.
Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did she choose this option?
Her ads generate 95% of her business on Fridays, so she’d like to show them more on that day.
You want to see how raising your client’s target cost per acquisition (CPA) might affect their ad performance. Which tool could help?
Target CPA Simulator
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?
Use a single sign-in for all accounts
If you want to prioritise downloads of your mobile app instead of visits to your mobile site, you should:
create a Universal App campaign.
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.
In order to differentiate ads from those of competitors, advertisers should:
include prices and promotions.
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?
Remarketing lists for search ads
With call extensions, a customer who searches for Thai food on their 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
Which best describes the relationship between maximum cost-per-click (max. CPC) bids and Ad Rank?
A CPC bid is one factor that affects Ad Rank.
True or false: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords.
False
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
Your client sells gardening supplies online. You suggest that they use sitelinks because they can:
take people to subpages on the client’s site about gloves, tools and fertiliser.
Which is a best practice for writing an effective text ad?
Write several ads and see which one performs best
The keyword insertion code in an ad’s headline is ‘Buy {KeyWord:Books}.’ The ad appears when someone searches for ‘flower books’ and the query matches a broad match keyword, ‘gardening books’. How would the headline read?
Buy gardening books
The strategic use of different marketing channels affects:
online purchase decisions.
Which is a best practice for optimising a landing page for AdWords?
Easy-to-navigate content
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.
Which of the following does AdWords Editor not let users do?
View statistics for all campaigns
An advertiser edits an ad and notices that its position is lower than that of the previous version. What’s the most likely cause?
The edited ad is less relevant to the keywords in the ad group.
If an advertiser has the same keyword in two different ad groups, the one entered in a given auction will have the:
highest Ad Rank.
Data shows that your client’s ad that appears to people in London gets 120 conversions at a cost of £1200 and cost-per-acquisition (CPA) of £10, while ads showing in Manchester get 70 conversions at a cost of £1400 and CPA of £20. If you have a CPA goal of £12, what bid adjustment would you set for each location?
+20% for London, -40% for Manchester
A new client wants to promote their three Indian restaurants, in different areas of London, to people searching for places to eat. How might you organise their account?
Create one campaign with an ad group for each restaurant location
An advertiser selling computer monitors is writing new ad text for an existing ad group. Which of the following meets AdWords editorial and professional requirements?
20-70% off LCD monitors
You might analyse exact match impression share data to get an idea of:
the percentage of eligible impressions that you received for searches that exactly matched your keywords
Joanna would like to direct users to specific pages on her website directly from her text ads, in addition to her ad’s final URL. What feature should she make sure to include in the formatting of her text ads to accomplish this goal?
Ad extensions
Jonathan, who has a Bay Area sailing excursion business, notices that his text ads appear 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?
Target outranking share
You’re the account manager for a client who wants to increase reservations at their boutique hotel. You’ve been manually managing the bids for their campaigns, and you’re looking for ways to save time and optimise. How can you most effectively do this?
Apply target cost-per-acquisition (CPA) bidding to drive conversions at the client’s desired CPA
An advertiser wants to improve the position of ads on Google but isn’t willing to raise bids. What else could increase Ad Rank?
Make changes to improve the components of the Quality Score
Zoe has a website selling customisable electronic greeting cards. What could be interfering with her getting the most possible conversions?
When people click the ad, they’re taken to the get-well category.
How would you determine the click-through rate (CTR) for a client’s search ads?
How would you determine the click-through rate (CTR) for a client’s search ads?
You’re reviewing the campaigns of a new client who wants to better promote their childcare facility to parents researching childcare on their mobile devices. Currently, their ads include generic text about childcare. To optimise their ads for mobile, you might create an ad with:
a headline and description text that encourages people to sign up for a tour and uses location extensions so that they know where the client’s business is located.
Someone searches for ‘laptop computers’ and clicks an ad. Which landing page would be most relevant?
A page showing laptops
Nick sells five flavours of gourmet popcorn. Why is he bundling ads for his best-selling flavour, ‘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 flavour.
According to Google data, after seeing an ad on their smartphone, more than half of people:
do a mobile search.
Which of the following is Keyword Planner not able to do?
Provide Quality Score estimates and validate keywords
Which option can you use to capture potential business later in the day, even on a limited budget?
Ad delivery
You can use target cost-per-acquisition (CPA) bidding to help:
get as many conversions as possible within your budget.
You manage the campaigns for a client who runs a wine tour business in Florence. The ads have stopped showing on Google. If the budget is limited, what might help make sure that the ads are shown?
Improve the quality of the campaigns’ keywords by making sure that they’re relevant to the ads’ text and landing pages
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?
Include his keywords in the ad text
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?
Slightly lower bids
Which report and metric should you analyse to see how often your client’s ads are appearing above search results in comparison with other advertisers?
Top-of-page rate metric from the auction insights report
A successful AdWords text ad:
ties the call to action to the landing page.
Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?
‘Design Your Own T-shirt’
You have a budget of £75 per day for your client’s search campaign, and you’d like to set a maximum cost-per-click (max. CPC) bid of £1. How can you confirm that this is the right bid amount for getting the most clicks?
Use bid simulators to see CPC estimates
Your client’s product costs £50 to produce and it sells for £150. They’ve sold 10 units and spent £700 on their AdWords campaign. How would you calculate their return on investment (ROI) to help them understand the benefit of using AdWords?
[£1500 (revenue) – £1200 (cost + AdWords spend)] / £1200 (cost + AdWords spend)
If your campaign’s daily budget is £20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic?
Up to £24
According to Google data, among consumers who conduct a local search on their smartphone, how many then visit a shop within a day?
About 50%
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?
Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximises total profit.
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
To optimise a client’s campaign to get the most out of their mobile advertising, you can:
set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data.
A furniture shop owner is creating their first AdWords campaign. What’s the best way to group their products?
Separate them in ad groups with themes like sofa beds, king-size beds and queen-size beds
High quality ratings for an ad can:
improve its position.
You have a catering van and want to reach people who are nearby on their mobile phones. Your maximum cost-per-click (max. CPC) bid is £1. You set a mobile bid adjustment of +20% and a location bid adjustment of +50%. What’s the final bid amount?
£1.80
Which statement is true?
Call-only ads only let people call the business.
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 optimise the bidding strategy to increase the number of conversions?
Increase the mobile bid adjustment for the campaign
How might you explain to an account manager why they 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 them to better optimise the campaign’s bids and budgets.
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 appearing on such searches?
‘wine’ and ‘drinking’
The owners of a coffeehouse would like to run an ‘afternoon espresso’ promotion to increase sales on weekdays. Which AdWords feature would be most effective for preventing their search ads from appearing at night and at weekends
Custom ad scheduling
How would you explain the importance of ad impressions to a client who’s concerned that their search network campaign is generating impressions but no clicks?
They can give an idea of how often their ad is shown to potential customers.
A client is asking you why they should evaluate the number of clicks on their search ads relative to the number of impressions received. What should you tell them?
They can better understand whether potential customers find the ads appealing.
Return on investment (ROI) information can help you to manage a client’s campaign by helping you determine how to:
All of the listed answers are correct.
You have a maximum cost-per-click (max. CPC) bid of £2 for a keyword. To determine the prospective impact of raising this bid to £3, you could use:
Bid Simulator
An advertiser who uses ad scheduling has a custom bid adjustment for 9 p.m. to 12 a.m. on week nights. The normal bid is £0.40 and the bid multiplier is -25%. How much is the advertiser bidding for that time period?
£0.30

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