Deck 2: Google AdWords Fundamentals

Question 1

An advertiser who decides to edit the location targeting of an ad can do this at the:

A) keyword level
B) ad group level
C) campaign level
D) account level

Answer 1

campaign level

Question 2

Which tool can be used if an advertiser wants to simulate Google searches, in order to see ho, geographic locations?

A) Ad preview tool
B) Landing page optimize
C) AdWords Editor
D) Search-based keyword tool

Answer 2

Ad preview tool

Question 3

The main benefit of location targeting is that advertisers can

A) Choose to only target websites based in a specific region or territory.
B) Choose to target a specific Google domain.
C) Target any combination of countries, territories, and regions.
D) Adjust campaign targeting options regardless of their physical location.

Answer 3

Target any combination of countries, territories, and regions.

Question 4

The ad rotation setting "Optimize" means that multiple ads within the same ad group will rotate evenly.

A) Every other day.
B) Throughout the day.
C) Until the ad with the better conversion rate starts to show more frequently.
D) Until the ad with the better click through rate (CTR) starts to show more frequently.

Question 5

Which method would be recommended for an advertiser who is trying to increase the Quality Score of low keyword?

A) Modify the ad associated with that keyword to direct to a highly-relevant landing page.
B) Increase the daily budget for the campaign in which the keyword is located.
C) Delete the keyword and add the keyword to the campaign again.
D) Repeat the keyword as many times as possible in the ad text.

Question 6

Which is a factor that Google uses to target ads to users based on physical location?

A) Language preferences
B) Telephone number
C) Operating system
D) Internet Protocol (IP) address

Question 7

Someone using Google Russian domain (Google.ru) changes the language to English on the "preferences" page. This user may see ads targeted to:

A) Russian speakers in the Czech Republic.
B) English speakers in the United States.
C) Russian speakers in the Germany
D) English speakers in Russia

Question 8

An online company is based in the United States but ships to customers all over the world. If this company wants to serve Spanish language ads to Spanish-Speaking users, which targeting option should be refined?

A) Language targeting
B) Ad scheduling
C) Regional targeting
D) Demographic targeting

Question 9

To determine which ad language to target to a user, the AdWords system refers to that user's?

A) Google interface language setting
B) Internet Protocol (IP) address
C) Operating system language
D) Home country's language

Question 10

"Automatic placements" on the Networks tab displays:

A) Ad variations, such as text ads, image ads, video ads, and Google Places ads.
B) A complete listing of existing destination URLs.
C) Search queries that triggered the ads.
D) Performance on websites throughout the Google Display Network.

Question 11

Which is the highest level of account access available in AdWords?

A) Email-only
B) Executive
C) Administrative
D) Read-only

Question 12

Which is a benefit of search advertising with Google AdWords?

A) Ability to pay for specific placement in top ad positions
B) Ability to view competitors' bids for keywords
C) Better position in natural search results
D) Extended reach to search partners

Question 13

By monitoring ad campaign performance, an advertiser may obtain the information needed to:

A) Determine if campaigns are meeting overall marketing and conversion goals.
B) Compare campaign performance to that of individual competitors.
C) Create duplicate ad groups with identical keywords and different ad variations.
D) Create additional AdWords accounts for low-performing keywords.

Question 14

Which formula does Google use to rank keyword-targeted ads on Google search?

A) (Maximum cost-per-click (CPC) bid x Quality Score) / Daily Budget
B) Maximum cost-per-click (CPC) bid only
C) Maximum cost-per-click (CPC) bid x Quality Score
D) (Maximum cost-per-click (CPC) bid + Daily Budget) / Quality Score

Question 15

A "first page bid estimate" is based on the keyword's Quality Score and the:

A) Current search trends.
B) Past average click through rate (CTR).
C) Past average first page bid estimate.
D) Current advertiser competition.

Question 16

Ads often show on Google with a fifth line of ad text, which includes the city or region targeted by a campaign. One reason this occurs is because:

A) One of the keywords in the campaign is the name of that country.
B) The language preferences of the user assume a location.
C) The Internet Protocol (IP) address of the user is located in the city targeted by the campaign.
D) The search query included the name of the city.

Question 17

How often does the AdWords system run an auction to decide which ads to show on the Google search page?

A) Once every two hours for a given keyword.
B) Once every 24 hours for a given keyword.
C) Every time a user enters a search query.
D) Every time a new advertiser adds a keyword to an account.

Question 18

What is a benefit of online advertising with Google AdWords?

A) Advertisers can pay to place their websites in the natural search results
B) Advertisers can identify the Internet Protocol (IP) address of users who are searching for products
C) Ads are displayed to users who are searching for a particular product or service
D) Ads can include up to 50 characters for the first three lines of ad text

Question 19

A bilingual user searches Google.com (the Google US domain) and has set Spanish as the proffered Google language. In order to target this particular user, which campaign language setting should an advertiser use?

A) Bilingual
B) Portuguese
C) Spanish
D) English

Question 20

Which best describes contextual targeting?

A) Themes of selected placements determine related websites where ads will appear.
B) Themes of keywords are matched to relevant content on websites where ads will appear.
C) Ads are targeted only to websites related to specific businesses.
D) Ads are targeted to groups of websites based on their site categories.

Question 21

A client would like to see data in AdWords that includes clicks and impressions. Which is minimum account access level that can be granted that includes this information?

A) Standard
B) Email-only
C) Read-only
D) Account Management

Question 22

How can advertisers using click-to-play video ads grab the attention of their viewers?

A) Use several lines of text on the opening image
B) Use a standard banner as the opening image.
C) Deliver key messages early in the video ad.
D) Use silent videos to focus attention on images.

Question 23

One reason an Active, Eligible keyword may not receive many impressions is because the keyword:

A) Has a maximum cost-per-click (CPC) bid below the first page bid estimate.
B) Is set to phrase match.
C) Is set to broad match.
D) Has its own destination URL that overrides what is set for the ad group.

Question 24

If an advertiser improves the Quality Score of a keyword, this keyword may:

A) Be more likely to appear in bold when displayed in an ad
B) Automatically reset its match type to Broad
C) Earn the ad a higher average position
D) Receive fewer impressions on the Search Network

Question 25

In order for cost-per-click (CPC) ads and cost per thousand impressions (CPM) ads compete with each other in the same auction on the Google Display Network, AdWords system converts the CPC ad's bid to:

A) A CPM
B) A CPM conversion
C) An effective CPM conversion
D) An effective CPM

Question 26

The maximum cost-per-click (CPC) bid is the:

A) Amount an advertiser must pay to outbid competitors
B) Amount an advertiser is required to pay to achieve top ad position
C) Actual amount an advertiser pays for each click on an ad
D) Most an advertiser is willing to pay for each click on an ad

Question 27

Which is the best way to monitor the performance of a newly created video ad?

A) Total number of impressions
B) Click through rate (CTR)
C) Average cost-per-click (CPC)
D) Interaction Rate

Question 28

Which is a best practice for creating effective ad text?

A) Repeat words to add emphasis
B) Use the same ad text for every ad in the ad group
C) Use a home page for every URL
D) Include prices and promotions

Question 29

The main goal of automatic cost-per-click (CPC) bidding is to:

A) Generate as many conversions as possible within an advertisers' target budget.
B) Generate as many clicks as possible within an advertiser's target budget.
C) Achieve the target average CPC specified by the advertiser.
D) Achieve the target ad position specified by the advertiser.

Question 30

Which is a best practice for optimizing a display ad campaign?

A) Create multiple display ads with different colors and font
B) Create new display ads that clash with the publisher's site for emphasis
C) Stick with the same template and let it run for at least three months
D) Blend the call to action into the rest of the image

Question 31

An advertiser creates a new search campaign with the goal of driving traffic to a new website. The advertiser wants to spend very little time setting and managing individual keyword. Which is the best bidding option for this advertiser?

A) Automatic cost-per-click (CPC)
B) Manual cost-per-click (CPC)
C) Cost-per-thousand impressions (CPM)
D) Cost-per-accusation (CPA)

Question 32

An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when keyword bids are decided?

A) The bids of the next closest competitor
B) The profit derived from a paid click
C) The cost of the bid
D) The quality Score of the keyword

Question 33

Which line of ad text would be disapproved based on Google's advertising policies?

A) Free shipping
B) Best deals-click here
C) Fast, easy, effective
D) Want fast results?

Question 34

An advertiser creates a new ad for an ad group that advertises diamond necklaces. To which page of the website should the ad's destination URL lead?

A) Pearl and Diamond Necklaces
B) All jewelry
C) Gold and Silver Necklaces
D) About Us

Question 35

The display ad builder reduces the need for image editing software by allowing advertises to:

A) Upload custom templates into the existing categories.
B) Customize templates with messages, images, and logo.
C) Upload custom fonts for use over images.
D) Edit their images within the tool.

Question 36

One reason to set a cost-per-click (CPC) bid limit when using automatic bidding is to ensure that:

A) The AdWords system does not use the keyword or ad group maximum CPC.
B) The AdWords system does not bid more than the advertiser has determined the click is worth.
C) An ad achieves the highest Ad Rank possible given the campaign budget.
D) The campaign budget is not exceeded.

Question 37

Which is allowable in an AdWords image ad?

A) Text that flashes continuously to attract the user's attention
B) Images that look like a system warning
C) Use of phrases like "hurry" or "limited time"
D) Content that mimics a news article to appear more factual

Question 38

Which formula represents how Ad Rank is determined on Google search?

A) Popularity of the website being advertised.
B) Historic average position of each ad.
C) Maximum cost-per-click (CPC) multiplied by Quality Score.
D) How much an advertiser is willing to spend each day.

Question 39

Which might negatively affect the performance of a video ad on the Google Display Network?

A) Content with a non-commercial look and feel
B) A clear call-to-action in the opening static image
C) Content in the form of a running list of statistics about the company
D) A video that captures users' attention within the first 10 seconds of play

Question 40

Quality Score is calculated as a measure of:

A) Relevance to a user's search.
B) Frequency of a queried keyword.
C) Proper grammar in an ad text.
D) Maximum cost-per-click (CPC) bid.

Question 41

How are managed placements defined?

A) Appropriate sites are automatically chosen for the advertiser by the Google AdWords system.
B) Advertisers manually select the desired sites on which their ads may appear.
C) Keywords are used to place ads next to content that matches the ad.
D) Advertisers can guarantee placement on prominent and popular sites

Question 42

A key benefit of My Client Center (MCC) is that it allows:

A) Google Analytics users to monitor website Bounce Rates across multiple AdWords accounts
B) Users to change language targeting settings across multiple AdWords accounts simultaneous
C) Management of multiple AdWords accounts from a single Google Account login.
D) Users to manage both AdWords accounts and non-Google search advertising campaigns

Question 43

Which AdWords settings are specified at the account level?

A) Network distribution preferences and a set of keywords.
B) A unique email address, a password, and billing information.
C) Location targeting, cost-per-click (CPC) bids, and match types.
D) A daily budget and a set of keywords and placements.

Question 44

Why is it important to Google that AdWords ads be relevant to a user's search query?

A) Google users are more likely to find what they're looking for.
B) The AdWords ads will appear with every relevant search query.
C) The advertiser's website position in the natural search results will improve.
D) AdWords advertisers are more likely to show their ads on search partner site.

Question 45

Which best describes the "Optimize" ad rotation setting in AdWords?

A) The AdWords system automatically shows the most relevant display URL for each ad.
B) The AdWords system automatically shows the better performing ads more often.
C) Two of the ads from the ad group may show to a user on the same page.
D) The ability to show ads more often to increase impressions.

Question 46

When resetting a password in AdWords, what should a user keep in mind?

A) The new password will work for AdWords and the old password will work for other Google products.
B) The new password is now required to access all other Google products with the affected Google login.
C) The password will need to be reset separately on other Google products that share the Google login.
D) The user will need to sign into the Google Accounts page to update the password across all Google products.

Question 47

One common reason an advertiser may optimize a campaign is to:

A) Ensure conversion tracking is working properly.
B) Improve return on investment (ROI) of the campaign.
C) Improve the quality of landing pages that receive traffic from the campaign.
D) Appear in both the natural search results and sponsored listings.

Question 48

An advertiser using standard delivery notices at around 4 p.m. that the daily budget for one campaign has been reached serving for this campaign, but other campaigns are still running as normal. The most likely cause for this is that the:

A) AdWords system automatically attempted to deliver most clicks by noon.
B) Advertise set the wrong time zone for the account.
C) Campaign accrued clicks more quickly than the AdWords system anticipated.
D) New keywords added to the campaign were disapproved.

Question 49

The Google AdWords system rewards good Quality Score by

A) Adding a free badge that identifies ads with high Quality Score as "top ads".
B) Guaranteeing the associated ad to show on all relevant queries.
C) Placing the associated ad in a higher position.
D) Placing the most relevant ad into the natural search results.

Question 50

An advertiser creates a new ad group in a campaign that is set to run on all relevant sites across the Google Display. If both keywords and placements are added to the ad group, they would work together to:

A) Determine where on the Google Display Network the ads will run
B) Impact search results and cost-per-click (CPC) on the Google Display Network
C) Determine the target return on investment (ROI) for a given ad group
D) Impact the time of ads that the impacts are eligible to show

Question 51

What does the "Devices" targeting setting allow advertisers to do?

A) Target ads to specific countries based on mobile phone usage
B) Select the mobile service providers on which users may see ads
C) Target mobile phone users in any country around the world
D) Select video ads to run on mobile networks in certain countries

Question 52

On which devices are mobile ads eligible to appear?

A) Standard mobile phones that use mobile (WAP) browsers
B) Electronic readers with Internet connections
C) Desktop and laptop computers
D) iPhones and similar mobile devices that use full (HTML) browsers

Question 53

Placement-targeted and contextually-targeted ads compete for placement on pages across the Google Display Network on:

A) Ad Rank
B) Location targeting
C) Keyword match type
D) Language targeting

Question 54

Which Google AdWords, advertises can:

A) See the Internet Protocol (IP) addresses of individual users clicking on their ads.
B) Gain a wide reach while targeting ads specifically to people who have shown an interest in their product.
C) Show rich media and display ads alongside the Google search results.
D) Have their ads be automatically translated into any language the user searches

Question 55

In order to see where their ads have shown on the Google Display Network, advertisers should:

A) Run a Google Display Network report under the Reporting tab.
B) Review the network statistics under the Opportunities tab.
C) Visit websites that have the same theme as the ad group to verify where the ads show.
D) Automatic placements" on the Networks tab.

Question 56

A benefit of Google AdWords image ads is that they:

A) Allow advertisers to set budgets for each ad variation within an ad group.
B) Can appear next to related content on a website.
C) Can be targeted to both the Google Display Network and Search Network.
D) Are viewable on all mobile devices, regardless of country or carrier.

Question 57

An advertiser wants to improve return on investment (ROI). The advertisement notices that users have often clicked on an ad without purchasing. After ensuring that keywords and ad text are highly relevant to one another, which is the best course of action for the advertiser to take?

A) Evaluate current landing page to determine if it is relevant to the ad.
B) Raise the campaign's budget to increase traffic to the site.
C) Remove any negative keywords to attract more relevant visitors.
D) Increase maximum cost-per-click (CPC) bids to improve Ad Rank.

Question 58

It is important to identify special offers like "free shipping" before building an AdWords campaign in order to:

A) Choose effective language targeting.
B) Create compelling ad text.
C) Choose good negative keywords.
D) Secure an effective daily budget.

Question 59

How does contextual targeting work?

A) Websites outside of the Google Display Network are selected for keyword-matched placements.
B) Advertisers select individual websites on the Google Display Network to display their ads
C) Keywords are used to place ads on websites next to the content that matches the keyword
D) Text is used to place ads next to relevant website content without using keywords

Question 60

Which is a benefit of AdWords for search marketing?

A) Collect contact information automatically from potential customers.
B) Understand how customers navigate websites.
C) Acquire potential qualified customers.
D) Increase position in organic search results.

Question 61

An advertiser is new to display advertising and wary about having their ads appear on social network and gaming is most effective in preventing their ads from serving on these types of websites?

A) Conversion Optimizer
B) IP Address Exclusion Tool
C) Location targeting
D) Site and Category Exclusion Tool

Question 62

A benefit of My Client Center (MCC) is the:

A) Dashboard that provides summaries of statistics for all client accounts.
B) Ability to edit campaign settings across multiple accounts simultaneously.
C) Increased Quality Score enjoyed on shared keywords.
D) Ability to link multiple accounts with Google Analytics.

Question 63

As of May 2012, if the keyword "purple flowers" was running within your campaign as an exact match, the ad would be eligible to serve for which of the following keyword searches? (Choose two.)

A) Purple flowers
B) Flower gardens
C) Purple flowers haze
D) Purple flower seeds

Question 64

You can use the Contextual Targeting Tool to:

A) See which images and text ads within your campaign are performing best on the specific websites you are targeting.
B) Manage CPC bids for contextual campaigns within your account.
C) Run a report to determine which keywords are most likely to convert based on the past 30-days of your campaign.
D) See potential web pages where your ad can appear based on your keywords.

Question 65

Which is true of negative keywords on the Google Display Network?

A) Negative keywords do not play any role in determining where ads are eligible to appear on the Google Display network.
B) Negative keywords on Display campaigns work as precisely as negatives on Google search campaigns.  
C) Adding negative keywords will prevent ads from showing on all placements containing those terms
D) The system compares negative keywords with the content of the placements, and if there is a match, ads is less likely to appear on those placements.

Question 66

What type of bidding method is used to manage Image ads on the Google Display Network?

A) CPA
B) CPM and/or CPC
C) CPC only
D) CPM only

Question 67

The Site and Category Exclusion Tool is used to exclude sites.

A) Outside of an advertiser's target region.
B) At the account level.
C) On the Google Display and Search Networks.
D) On the Google Display Network only.

Question 68

An advertiser wants to increase click through rate (CTR). Which would help to eliminate irrelevant impression?

A) Evaluate the site design for improvements.
B) Add more relevant keywords to the ad group.
C) Add negative keywords to the ad group.
D) Assign unique URLs keywords to each keyword.

Question 69

A co-worker needs to log into someone else's AdWords account to make changes and manage access levels. Which would be the appropriate AdWords account access level to assign to that co-worker?

A) Administrative
B) Standard
C) Reports
D) Managed

Question 70

The Opportunities tab with AdWords can be used to:

A) See an overview of how your campaigns are performing
B) Find keyword, bid, and budget ideas that can help improve your campaign performance
C) Find account reporting tools that'll help you manage your daily budget
D) Create and edit campaigns, ads, keywords, and campaign settings

Question 71

Which is a best practice for setting up a placement-targeted campaign?

A) Add relevant sites that are not part of the Google Display Network.
B) Target websites that represent a wide variety of themes in one campaign.
C) Set bids at the ad group level and not for individual sites.
D) Set multiple ad formats to increase the number of sites on which the ads are eligible to appear

Question 72

Which best describes the way keywords and placements work together in an ad group to determine where ads are shown?

A) Using keywords enables bid management on placements.
B) Keyword match types further refine placement targeting.
C) Ads are contextual targeted across the selected placements
D) Placements will only display ads if keywords are added

Question 73

Advertisers should use Google Website Optimizer when:

A) Their landing pages generate error messages.
B) Their web pages are not generating the desired conversion results.
C) The number of impressions for their website has decreased.
D) The number of clicks to their websites has decreased.

Question 74

What is a benefit of online advertising with Google AdWords?

A) Advertisers can identify the Internet Protocol (IP) address of users who are searching for products.
B) Ads can include up to 50 characters for the first three lines of ad text.
C) Ads are displayed to users who are searching for a particular product or service.
D) Advertisers can pay to place their websites in the natural search results.

Question 75

Which are the correct steps for setting up a campaign that will run on automatic placements only?

A) Select to target "Relevant pages across the entire network," then add keywords to the appropriate ad groups.
B) Select to target "Relevant pages only on the placements I manage," then add keywords to the appropriate ad groups.
C) Select to target "Relevant pages only on the placements I manage," then select the placements where the ads will appear.
D) Relevant pages across the entire network" then select the placements where the ads will appear.

Question 76

How do managed placements on the Display Network work?

A) Advertisers can guarantee placement on prominent and popular sites.
B) Keywords are used to place ads next to content that matches the ad.
C) Advertisers manually select the desired sites on which their ads may appear.
D) Appropriate sites are automatically chosen for the advertiser by the Google AdWords system.

Question 77

If your ad serving option is set to "optimize" and there are multiple variations of your text ads within the same ad group. AdWords will:

A) Automatically increase your quality score based on the average CTR of the ad group.
B) Automatically try to show the best performing ad more often.
C) Automatically lower your bids according to your CPA goal.
D) Automatically serve the ad with the highest maximum CPC the most often.

Question 78

Which is a benefit that advertisers receive specifically from using managed placements?

A) The option to run ads across the entire Google Display Network.
B) The ability to set unique bids for particular placements.
C) The opportunity to advertise on websites outside of the Google Display Network it.
D) The capability to run a report with screen shots of ads placed on relevant pages.

Question 79

Which is a benefit of Manager Defined Spend (MDS)?

A) Control over managed account budgets for My Client Center (MCC) account-users
B) Advanced permissions control for billing preferences in multi-user accounts
C) Automatic bidding adjustments for Conversion Optimizer users
D) Payment flexibility for accounts currently on prepay billing

Question 80

What best describes Enhanced Cost-Per-Click (ECPC)?

A) ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion.
B) ECPC is a Quality Score boost for advertisers using ad extensions.
C) ECPC is the discount applied to your Max CPC to determine actual CPC.
D) ECPC is a separate bid set for ad groups using the Conversion Optimizer.