She can’t afford to run ads at all times of the day and on all days of the week
Her “goal’ is for people to visit her website
Her ads generate 95% of her business on Fridays, so she’d like to show them more on that day
She prefers not to limit ad exposure, regardless of when the restaurant is open
Easy-to-navigate content
Several links to related websites
The same programming language across the whole site
Prominent headlines in several font styles and sizes
Make changes to improve the components of Quality Score
Review impression share data to identify missed opportunities
Lower bids on keywords with a low clickthrough rate (CTR)
Change keyword match types from exact match to phrase match
If you want to target ads to only people who speak Spanish, you can:
have Google translate your ad and keywords into Spanish
write your ad and keywords in English and target the Spanish language
in your ad text, make a reference to Spanish speakers
write your ad and keywords in Spanish and target the Spanish language
Keyword Planner can do all of these things except:
Show search volume trends
provide Quality Score estimates and validate keywords
suggest keywords and ad groups that may not have occurred to you
provide historical statistics on search volume
Dynamic search ads would be most helpful for:
a global, online clothing retailer that changes its inventory seasonally
campaigns that need to reduce exposure on competitive keywords
moving an ad’s position dynamically in whatever direction a person’s eyes are looking
a local restaurant with a dynamically changing menu that offers fresh, new entrees every day
To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:
use Keyword Planner to evaluate how the campaign might perform better on search partner sites
segment the campaign’s data by network and evaluate its performance on search partner sites
evaluate the campaign’s performance on search partner sites vs. display partner sites
review the Overviews page to see the top searches on Google.com that caused your ads to display
Search Network with Display opt-in
Display Network
Universal App
Search Network
Lots of his site visitors are 49ers fans
Lots of his site visitors are signing up for his baseball trivia newsletter
Most of his customers are watching a ballgame when they visit his site
Most people clicking on his ad already own at least 1 baseball cap
According to Google data, 70% of mobile searchers who’ve recently made a purchase have:
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
clicked to call a business from the search results page
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:
Bid Simulator
CPC Simulator
Keyword Simulator
Portfolio Simulator
People located in France are using Swiss-related words like “hotels in Switzerland”
People located in Switzerland are searching using France-related words, like “hotels in Paris”
French people visiting Switzerland are searching on Google for information about Switzerland
Swiss people are searching on Google for information about Switzerland
Divide the number of impressions the ad gets by its average position
Divide the number of clicks the ad gets by the number of impressions it gets
Evaluate the number of clicks the ad accrues per day
Divide the number of impressions the ad gets by the number of clicks it gets
Set a theme for each ad group and choose related keywords
Keep each keyword to a single word, rather than a phrase
Include more than 50 keywords in 1 ad group
Set a theme for each campaign and choose related keywords
Cross-through conversions
Cross-OS conversions
Click-through conversions
Cross-device conversions
The majority of consumers want ads customized to their:
age group
country or nationality
interests and hobbies
city, zip code, or immediate surroundings
a – They tend to improve an ad’s visibility
b – They can help improve clickthrough rate
c – They often appear below the organic search results
d – They show additional information about a business
Flexible bidding
Remarketing lists for search ads
Dynamic search ads
Retargeting lists for text ads
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:
create 2 separate ad groups focused on boat and beachside snorkeling and include these queries as keywords
increase the bids for the keywords that include the terms “boat,” “snorkeling,” and “beachside”
increase the budget for all of her campaigns that contain these queries as keywords
lower the budget for all of her campaigns that contain these queries as keywords
Knowing the cost-per-conversion can help her better optimize the campaign’s bids and budgets
Cost-per-conversion data can indicate whether her profit will increase
Knowing the cost-per-conversion can help her better optimize the campaign’s keywords
Cost-per-conversion data can be compared with competitors’ cost-per-conversion data
An advertiser who sells designer dresses is selecting a landing page to pair with ads for a collection of spring dresses. A good landing page would show:
top-selling dresses for all seasons
a catalog of spring and summer dresses
spring dresses in several colors
a single best-selling dress
a – Receive fewer conversions while paying less on average per conversion
b – Receive more conversions while paying more on average per conversion
c – Receive more conversions while paying less on average per conversion
d – Receive fewer conversions while paying more on average per conversion
Add a call-only extension to her ad
Use sitelink extensions
Include a link to her mobile website in her ad
Add a mobile-app extension to her ad
If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:
create a Universal App campaign
add a call extension
include the word “install” in the ad text
add a sitelink extension
Website
Apps
Imports
Phone calls
Shoe store sales
Shoe stores near me
Great shoe stores
Shoe store addresses
To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:
carrying over the theme of her traditional ad campaign to her online campaign
launching a cross-device campaign
running ads only on mobile devices
addressing consumers’ needs
If an advertiser has the same keyword in 2 different ad groups, the one entered in a given auction will have the:
highest Ad Rank
lowest maximum CPC bid
highest maximum cost-per-click (max. CPC) bid
highest cost-per-acquisition (CPA) bid
Each of these are benefits you’d expect from Shopping ads except:
ease of targeting without needing keywords
free listings
better-qualified leads
more traffic and leads
True or false: Adding an extension to a text adimproves an advertiser’s Quality Score.
False
True
After searching for shoes, Sean clicks on an ad promoting a sale on sneakers, which has several pop-ups. What should the advertiser do to improve Sean’s experience?
Remove the pop-ups
Ensure that the pop-ups get Sean’s attention
Ensure that the pop-ups relate to the search
Remove all but one of the pop-ups
Negotiated in advance, with bulk discounts
By the minute, based on the length of the call
The same as when someone clicks on an ad
Flat fee, based on the caller’s phone model
a – Location targeting enables location extensions
b – Location extensions appear when someone who’s physically near the business searches on relevant terms
c – Location targeting determines which business address appears in an extension
d – Location extensions appear when an advertiser targets a geographic location
a – The “Contact us” page
b – The home page, showing 5 types of bouquets that include roses
c – The page on which people can sign up for coupons
d – The page showing rose bouquets
Target CPA Planner
Target Bid Simulator
Target CPA Simulator
a – US$0.32
b – US$0.03
c – US$0.30
d – US$0.31
Adding an extension
Improving a lower-level page on his website
Reducing prices on his inventory
Using the Shopping ad format
Talk about yourself and your business
Make the text different from what’s on your landing page
Use a passive verb in the headline
Write several ads and see which one performs the best
US$1500 (revenue) / US$1200 (cost + Google Ads spend)
[US$1500 (revenue) – 10 (number of products sold)] / US$1200 (cost + Google Ads spend)
[US$150 (sales price) – US$1500 (cost)] / US$700 (Google Ads spend)
[US$1500 (revenue) – US$1200 (cost + Google Ads spend)] / US$1200 (cost + Google Ads spend)
An increased CPC bid leads directly to a small increase in Ad Rank
A CPC bid only affects Ad Rank on the Search Network
A CPC bid is one factor that affects Ad Rank
An increased CPC bid leads directly to a large increase in Ad Rank
“Free shipping on CuStOm Ts”
“Design Your Own T-shirt”
“Custom Tees, Click Here”
“We sell custom t-shirts!”
Use a single sign-in for all accounts
Access the Google Ads Application Programming Interface (API)
Upgrade multiple manager accounts
Upgrade each individual Google Ads account
Put special characters in the ad headline
Put the ad headline in all capital letters
Include his business address in the ad text
Include his keywords in the ad text
a – Up to US$24
b – Up to US$30
c – Up to US$20
d – Up to US$21
Determine whether the campaigns are profitable, then test different target cost-per-acquisition (CPA) bid increases to see which maximizes total profit
Ad spend should always be 7% of revenue, which should be used as the target ROI
Decrease the target cost-per-acquisition (CPA) for the campaigns from US$15 to US$10 to drive an increase in profit per customer
The company’s email campaigns are the most profitable, with a cost-per-acquisition of US$15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids
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:
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
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 encourages people to sign up for a tour, and uses location extensions so they know where the client’s business is located
Forecast data
Manual bid changes
Test conversions
Historical conversion data
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
edit the campaign’s ad text to include information about how customers can purchase her product on their computers
set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data
use the maximize clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices
Ad delivery
Bid capping
Ad automation
Bid allocation
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 5 conversions in the last 15 days
is using Google Analytics
has fewer than 15 conversions in the last 30 days
is using another automated bid strategy
Note the sale end date in the text
Use the “Countdown” function
Insert the Google Ads clock icon in each ad
Use the “Sale duration” function
+40% for San Francisco, -20% for Houston
+20% for San Francisco, -40% for Houston
+40% for San Francisco, -40% for Houston
+20% for San Francisco, -20% for Houston
Stick with the current keywords for 2 months to collect enough viable data
Click the “Automatic keyword refresh” button
See the suggestions on the Keywords page
See the suggestions on the Opportunities page
English; the United States
English; southern France
French and English; the 5-mile radius around the bed and breakfast
English; the 25-mile radius around the bed and breakfast
Increase the number of keywords in each ad group
Use the Shopping ad format
Increase her maximum cost-per-click (max. CPC) bid
Add a location extension to her ad
Increase the number of mobile-optimized text ads
Decrease the mobile bid adjustment for the campaign
Decrease the number of mobile-optimized text ads
Increase the mobile bid adjustment for the campaign
Customize the app for each format (phone, tablet, computer)
Use the bid strategy “Maximize engagement”
Set up custom deep links
Add some large, memory-intensive graphics
Use all capital letters in the headline
Make sure the headline wraps to two lines
End the headline with an exclamation point
Capitalize the first letter of each word in the headline
True or false: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords.
a – Buy plant books
b – Buy Gardening Books
c – Buy flower-arranging books
d – Buy keyword books
In order to differentiate ads from those of competitors, advertisers should:
use special characters, such as asterisks or hashtags
use exclamation points and words in all capital letters
include prices and promotions
mention competitor offers and prices
Keywords
Ad extensions
Headlines
A landing page
The format of a Shopping ad is different from that of a standard text ad in that it includes:
a – a product image, background color, and price
b – a product image, title, price, and merchant name
c – a product image, title, price, and extension
d – a product image, title, and price
a – He can better understand what happens after potential customers click his ads
b – He can get an idea of how many people who’ve seen his ads actually became customers
c – He can better understand whether potential customers find his ads appealing
d – He can get an idea of how many people double clicked his ads
a – The edited ad has a lower conversion rate
b – The advertiser’s budget has been depleted
c – The advertiser’s landing page is down for maintenance
d – The edited ad is less relevant to the keywords in the ad group
a – Create 1 campaign with an ad group for each menu item
b – Create 1 campaign with an ad group for all restaurant locations
c – Create several campaigns with 2 ad groups each: dine in and takeout
d – Create 1 campaign with an ad group for each restaurant location
Choose accelerated instead of standard delivery
Slightly raise bids
Slightly lower bids
Replace his 3 most expensive keywords with lower-priced keywords
True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.
You might analyze exact match impression share data to get an idea of:
the number of times your ads were shown on the Search Network
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 eligible impressions your broad match keywords received
Enable and disable target CPA bidding every other day to observe differences
Install a new conversion tracking code
Monitor overall changes in clicks received
Compare average CPA and conversion rate before and after using target CPA bidding
a – A view-through conversion is counted when someone sees an ad in Google Search and calls the business
b – A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site
c – 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
d – 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
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:
a – We Sell chocolate
b – We Sell dark chocolate
c – We sell Dark Chocolate
d – We sell dark chocolate
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 in the #1 position on the page
maximum CPC bid 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
The number of conversions the same customer completes after clicking an ad
Budget usage for all Search campaigns, including limitations and opportunities for more traffic
The series of steps customers take before completing a conversion, including information on ads, clicks, and other elements of a campaign
Lower her Ad Rank
Raise her maximum cost-per-click (max. CPC)
Lower her maximum cost-per-click (max. CPC)
Add a second type of extension
Words in your ad text, like model names of digital cameras
General phrases related to photography, like “camera lens” and “camera base”
Words from headlines on your website, like “electronics” and “sale on cameras”
Brand names of your top competitors’ cameras
a – It uses conversion history to set higher bids when a conversion is more likely
b – It adjusts CPC bids based on existing bid adjustments
c – It bids a static CPC value based on the current maximum CPC settings
d – It sets CPC bids as one-tenth of the current CPA bid setting
**Free** shipping on LCDs
20-70% off LCD monitors
Cheap, cheap, cheap monitors
BUY affordable LCDs
A successful Google Ads text ad:
mentions at least 4 key selling points
has a wrapping headline and at least 2 paragraphs of text
ties the call-to-action to the landing page
talks about the advertiser’s reputation
The automated “Maximize clicks” bid strategy attempts to get advertisers the most:
impressions for their daily budget
conversions based on their conversion goals
impressions in their preferred position range
clicks for their daily budget
Someone searches on “laptop computers” and clicks an ad. Which landing page would be most relevant?
a – A computer store homepage
b – A page showing laptops
c – A page showing both laptops and desktops
d – A page showing a tablet
AdWords Editor lets users do all of these things except:
simultaneously make edits to multiple accounts online
export and import files
view statistics for all campaigns
keep working while offline
a – The cost-per-click (CPC) bid was lower than the recommended amount
b – The target CPA bid was higher than the recommended amount
c – The target CPA bid was lower than the recommended amount
d – The conversion tracking code snippet was not added to the site
It’s obvious on the landing page that she’s selling greeting cards
The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations, and get well
Some of her keywords are on the landing page
When people click the ad, they’re taken to the get-well category
underwater camera case
camera for use under water
underwater digital camera
underwater lens camera
You can add a “+” modifier in front of the words in a broad match keyword to:
override a negative keyword with a positive one
specify that certain words and their close variants be prioritized
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
According to Google data, after seeing an ad on their smartphone, more than half of people:
send a text
go to the company’s website and buy the product
do a mobile search
go to a store and buy the product
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
bring people to her site from blogs about gardening
take people to blogs about gardening
be used with Shopping campaigns
Try a different automated bid strategy
Set the campaign budget to a 30-day cycle
Specify the bid amount for each individual campaign
Increase the target CPA bid
Raise the target cost-per-acquisition (CPA) bid
Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning
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
You have a budget of US$75 per day for your client’s 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?
Use bid simulators to see CPC estimates
Bid across multiple ad groups to determine the average isn’t spent in the morning
Try various CPC amounts to determine the average
Raise your max. CPC to US$3 to cover possible competitive bids
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:
a – estimate revenue based on online sales, factor out gross margins, and subtract Google Ads costs
b – estimate revenue based on the value of a click, factor out gross margins, and subtract Google Ads costs
c – estimate revenue based on the value of an Google Ads customer, factor out gross margins, and subtract Google Ads costs
d – estimate revenue based on in store sales, factor out gross margins, and subtract Google Ads costs
a – They can help her calculate how often someone clicked on her ad and then converted
b – They can give her an idea of how often her ad is shown to potential customers
c – They can give her an idea of how often someone clicked on her ad
d – They can help her evaluate how engaging her ad is to potential customers
You can use target cost-per-acquisition (CPA) bidding to help:
get as many conversions as possible within a flexible budget range
generate more clicks than manual bidding would generate
get as many conversions as possible within your budget
get as many clicks as possible within your budget
A furniture store owner is creating her first Google Ads campaign. What’s the best way to group her products?
Separate them in ad groups based on what she thinks will sell best on the Search vs. the Display Network
Create a new campaign for every bed she sells in her store
Separate them in ad groups with themes like sofa beds, king-size beds, and queen-size beds
Group them in a single ad group
To show ads promoting all the flavors to people searching for “gourmet popcorn”
It’s most efficient to have a single ad group
To make sure “Sweet & spicy coconut” continues to be the bestseller
To show ads promoting “Sweet & spicy coconut” to people searching for that flavor
Return on investment (ROI) information can help you manage a client’s campaign by helping you determine how to:
optimize your client’s keywords
adjust your client’s budget
optimize your client’s ad text
All of the listed answers are correct
High quality ratings for an ad can:
increase how often people click on it
improve its position
increase its average cost-per-click (avg. CPC) bid
be achieved with an increase in bid
About 10%
Nearly everyone who’s ready to buy
About 50%
About 20%
Enhanced cost-per-click (ECPC)
Maximize clicks
Target outranking share
Target return on ad spend (ROAS)
a – The projected maximum cost-per-click (max. CPC)
b – The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction
c – The average amount needed to make the ad appear somewhere on the page
d – The average amount charged each time someone clicks on his ad
a – US$2.80
b – US$1.80
c – US$2
d – US$1.70
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
Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign
“glasses” and “wine”
“prescription” and “glasses”
“drinking” and “glasses”
“wine” and “drinking”
Ad average position metric from the paid & organic report
Average position metric from the Auction Insights report
Ad group data that you customize with the Report Editor
Top of page rate metric from the Auction insights report
The strategic use of different marketing channels affects:
payment methods
online purchase decisions
target-customer demographics
the average amount of each sale
You’re using target search page location bidding. You know it’s working because you see your ad:
repeatedly mixed in with the organic search results
on the first page of Google search results or in the top positions
at the bottom of the every page of search results
on the second page of Google search results or in the second positions
Managed placements
Custom ad scheduling
Keyword Planner
Automatic bidding
You own a pet-supply store with various category pages on your website, and you’ve set up a tracking template so you can manage tracking and redirect information. Your final URL for the keyword “dog treats” could be something like:
3rdpartytracker.com/rd?keyword=751123&ad={creative}&url=http%3A%2F%2Fwww.example.com%2Ftreats%3Fstyle%3Ddog
dogtreatseasytrackingdestinationURL.com
trackingkeyworddestinationURL=12345678987654321%dogtreatsredirect
2ndpartytracker.com/keyword=751123&ad={creative}dogtreats
Using 1 conversion code snippet with cross-account conversion tracking
Using multiple conversion code snippets with single-account conversion tracking
Combining the accounts for streamlined reporting
Setting up automated conversion rules for both accounts
Call extensions send people to a landing page with a phone number
Call-only ads only let people call the business
Ads with call extensions only let people call the business
Call-only ads are available exclusively on the Display Network
Optimize for clicks
Optimize for conversions
Rotate indefinitely
Rotate evenly
a – US$12
b – US$13
c – US$14
d – US$11