a – Advertisers pay the same amount every time someone clicks their ad
b – Advertisers can pay to always show their ad above the organic search results
c – Advertisers can choose how much they spend and only pay when someone clicks their ad
d – Advertisers can choose how many times their ad should show during the day
a – a bad idea, because it gives the client unnecessary control of the meeting.
b – a good idea, but only if you know the client will not bring up any concerns.
c – a good idea, because you get the client’s input which makes the client feel like he is being listened to.
d – a bad idea, because the client may feel you do not know what you are doing.
It is important so you can persuade the client into spending more money
It is only important if you think the client may have false assumptions on how the campaign will work
To give you the opportunity to tell the client if she is unreasonable in her requests, so you can help her achieve her goals
It will help you better understand how your client wants to be served so you can provide a great experience
Before asking your client questions about her business, it is best to tell her the reasons for the questions and the benefit because:
a – it shows the client you value her insight and partnership so you can provide a tailored solution.
b – it gives the client the opportunity to decide if she needs to gather more information before answering your questions.It is only important if you think the client may have false assumptions on how the campaign will work
c – it will help you appear more confident to the client and she will be more likely to give you truthful responses.
d – you do not want the client to feel as though you are wasting her time.
Empathize and ask the client to tell you more about her concern
Ask the client if her long-term success is worth making room in her budget
Find out if the client has someone she reports to who may be able to approve the investment in display
Explain the return on investment the client can expect and explain why she should make room in her budget
You would choose to advertise on the Google Search Network if you wanted to:
choose the types of websites where you want your ads to show
choose from a range of ad formats, like video and image ads
reach customers while they’re searching for your products or services
reach customers browsing websites related to your business
Clickthrough rate (CTR)
a – It is a good idea to help the client understand how increasing his bid amount and ad quality will help reach his goal of reaching more customers
b – It is only a good idea if the client shows a high level of interest and tells you he wants to spend more money
c – It is not a good idea to recommend this at all, because it might offend the client
d – It is not a good idea, because the client probably already knows how it will benefit him and you do not want to sound overbearing
Starting a client meeting with an agenda:
can help lower the client’s resistance, because he will know what to expect.
is too structured and will probably scare the client.
is only necessary if you do not have experience in selling Google products.
makes the client feel he is important, even if he is not a key decision-maker.
Improve Quality Score and increase cost-per-click (CPC) bid
Decrease cost-per-click (CPC) bid and increase daily budget
Decrease cost-per-click (CPC) bid and decrease dailybudget
Improve Quality Score and decrease cost-per-click (CPC) bid
Your ad can show on the Google Search Network when someone searches for terms that are similar to your:
WebsiteDecrease cost-per-click (CPC) bid and decrease daily budget
KeywordsQuality Score and decrease cost-per-click (CPC) bid
You can use Display Planner to:
see ways to reach your target audience based on your keywords, website, or interest categories
compare how your current Display Network campaign could perform on websites you’d like to target
see which image and text ads are performing best on the specific websites you’re targeting
see how other advertisers perform on websites where you want your ad to appear
How much you’ve spent on the campaign compared to the value of leads generated
The number of clicks your ad received divided by the number of times it showed
You can’t calculate return on investment for campaigns that are focused on online leads
The percentage of budget spent compared to how many forms were completed
Review spreadsheets and tools with your client, so she knows you are knowledgeable about growth metrics
Review the reasons why the client should buy Google Ads, and be sure to emphasize cost so they understand the investment in future success
There is nothing that needs to be done before ending the meeting with the client
Review the key objectives the client wants to accomplish with her campaign and the strategy discussed
Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:
automatically gives you personal details about the people who convert
shows you which ads lead to customer actions that have value for your business
focuses on getting customers to complete an online purchase
measures trends relating to the search terms people have used before seeing your ad
If you want to direct people to specific pages on your website from your ad, you can create an ad that uses:
previous visits extensions
a – To be so convincing that the client has no choice but to buy, because you know he enjoys looking at data
b – To stimulate dialogue with the client so he becomes more excited about your ideas and the potential growth his business could see
c – To sound smarter and show the client that you are more knowledgeable than he originally thought you were
d – To make the meeting last longer, so the client feels even more invested in the solution
Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount
Online advertising is always less expensive than traditional media
Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
Traditional media generates exposure, but online advertising campaigns can guarantee sales
Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:
a – they interact with her website
b – they perceive her products
c – likely they are to become a regular customer
d – likely they are to click her ads
a – It makes the client feel he is being listened to and the solution provided is customized for him
b – It buys you a extra time to decide how to close the sale
c – It gives the client an opportunity to change his mind on buying from you, so it should only be done if absolutely necessary
d – It makes the client feel he is important and guarantees he will buy what you are selling
Mabel, who wants to exclude her ads from certain cities
Denise, whose service can reach customers within 30 milesb – It buys you a extra time to decide how to close the sale
Christopher, who wants to promote his new product in select cities
Luis, whose e-commerce business delivers nationwide
A good guideline for asking your client questions to understand her marketing needs and how you might be able to help her is:
a – uncover the client’s pain points so you can use them against her later.
b – ask “yes” or “no” questions to show credibility and avoid confusing the client.
c – ask questions about the client’s current situation, desired situation and expectations.
d – ask questions only if you did not gather enough information from your pre-call planning.
You would advise a client that’s launching a new product line to advertise on the Google Display Network because she can:
reach people who are interested in similar products
reach people who are searching for her products
use text ads that encourage people to call her business
use text ads that encourage people to visit her website
a – When the client does not seem interested in Google Ads
b – When you want the client to see you as a credible resource with solutions that can help him reach his business objectives
c – When the client has a very large budget and needs especially good treatment to ensure he buys Google Ads
d – When the client is not very clear in his responses to your questions and needs more help understanding your role
If you’d like your ads to show on certain sites across the Internet, you can add these websites as:
Which is a benefit of doing pre-call planning before pitching online advertising solutions to a client?
To prepare for potential objections the client may have
Preparation is only important if you have multiple people meeting with the client and want to avoid confusion on each person’s role in the meeting
To guarantee that the client will make a decision by the end of the meeting
Preparation is not critical if you have enough experience
Asking a client questions about his desired business objectives is:
a good idea, because it can lead you to other information that may be valuable in providing additional solutions.
a good idea, because it makes you sound like you understand the client.
only important when you are not getting very clear responses about the client’s marketing objectives.
a bad idea, because the scope is too broad for a marketing meeting.
When covering the agenda at the beginning of a meeting, stating the purpose should be:
quickly covered, so the client knows you are still in control.
as fast as possible, so the client does not realize he is going to be sold.
avoided, unless the client asks you why he is meeting with you.
client-oriented to let the client know what he will gain from meeting with you.
A standard Google Ads text ad is made up of:
a – a display URL and description text
b – headline text, a display URL, and description text
c – headline text, an image, and description text
d – headline text and description text
You can use Keyword Planner to identify:
the number of negative keywords you should add
the amount of traffic potential keywords might get
webpages where your ad can appear based on your keywords
which text ads are performing best based on your keywords
In order to appeal to customers on mobile devices, it’s important to:
Include your phone number as your display URL
Avoid using ad extensions
Send users to a mobile-friendly landing page
Send users to a video-based landing page
You recently read a great article about the importance of a quality mattress in preventing back problems and it reminds you of your client who owns several mattress stores. After reading the article, you:
do nothing. It was a good article, but your client has been in the industry for 15 years so it would not be anything new for him.
send your client an email and explain that you, “just wanted to say ‘hi’.”
send the article to your client’s competitor with some insider notes on what you did for the client. This might be a good opportunity to get his business.
call your client and tell him about the article, what you thought would be beneficial to him, and engage in additional conversation to see how you might be able to further help him grow his business.
Before the start of a meeting, thinking about the meeting’s desired outcome will:
a – be helpful, only if it will not increase the length of your meeting beyond what is necessary.
b – be a waste of time, and you are already very busy.
c – be helpful, because it will allow you to focus on how to maximize success.
d – not be helpful and will cause you to overthink the meeting.
a question that the client may not be able to answer, because it is confusing.
a question that will upset the client because the client may feel as though you are questioning their current marketing strategy.
how to misinterpret data to persuade the client to buy Google Ads.
demonstrating credibility, while also seeking to understand how the client is currently approaching marketing.
Add a call-to-action like “Sign up for a free trial”
A prominent headline like “TRIAL MEMBERSHIPS AVAILABLE”
A call-to-action like “Visit our gym now”
Add a promotion like “20% off fitness classes”
Phone call conversions
Average cost-per-click (avg. CPC)
ImpressionsAdd a promotion like “20% off fitness classes”
You can use audience targeting to show your ads to:
specific groups of people, based on their interests
specific websites, based on specific interests
groups of websites, based on specific interests
specific groups of people, based on their location
Expected clickthrough rate (CTR)
Landing page experience
Maximum cost-per-click (max. CPC) bid
Suzy, who wants to reach people browsing travel websites about China
Jim, who wants to reach people on social networks interested in poetry
Carol, who wants to reach people watching YouTube videos
Bill, who wants to reach people looking for plumbing services
“Can you please tell me more about what you have heard that concerns you?”Suzy, who wants to reach people browsing travel websites about China
“I can see how that would be your concern, but you do not have to worry about that.”
“This sounds more like a concern your supervisor mentioned. Is that correct?”
“It sounds like you are getting incorrect information. What is the role of the person who told you that?”
“I can see how that would be frustrating” and “That is a valid concern. Many of my clients have expressed that same concern before starting their campaign” are both examples of speaking with a concerned client. These types of responses are:
helpful because they let the client know her concern is valid and can help lower her resistance.
beneficial because clients buy from sales representatives they like.“I can see how that would be your concern, but you do not have to worry about that.”
only beneficial when speaking with a client that is more emotional versus logical.
not beneficial, because clients do not need reassurance.
Negative keywords can help advertisers refine the targeting of their ads by:
increasing the number of relevant Display Network placements
reducing their campaign’s daily budget recommendations
raising the average position of their ads
reducing the number of irrelevant clicks
Dynamic Search Ads
You would choose to advertise on the Google Display Network if you wanted to:
a – show ads on Google Maps
b – show ads on websites related to your business
c – show ads on Google Shopping
d – show ads to people on non-Google search sites
Improve Quality Score and decrease bid amount
Make the ad headline longer and more descriptive
Improve the ad quality and increase bid amount
Add more keywords and increase daily budget
To let the client know you are the expert
There is no purpose to linking back to what the client said
It gives you an advantage in negotiating with the client
It shows the client that the solution is customized to her situation
Budgets cannot be applied to online campaigns due to constant changes in traffic.
Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive.
Google Ads budgets can only be set once annually and require a fixed commitment.
Make money by showing ads on your website
Automatically collect information about potential customers
Reach people who are likely interested in what you’re advertising
Increase your position in organic search results
When introducing yourself to a new client, it is important to share:
a – your name.
b – your name and a brief 15 minute overview of Google Ads.
c – your name and the product you think will benefit the client the most.
d – your name, your role, and relevant experience in helping companies similar to the client.
Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment
Add call extensions to the client’s ads and monitor performance with the top vs. other segment
Include a phone number in the client’s ad’s headline and monitor performance with the mobile clicks-to-call segment
Before you meet with your new client, your online research showed that she played golf for a local college you also attended. Bringing this up in when you meet would:
demonstrate your online research abilities so the client sees you as an expert in anything related to growing business online.
increase the length of your meeting beyond what is really necessary.
be unnecessary, because it will not help you make the sale.
demonstrate your interest in the client as a person and help build rapport.
“Who else needs to be involved in this decision?”
“When do you want to get started?”
“What is your budget?”
“How will this impact your business long-term?”