AdWords Search Exam Answers 2018

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Here are the AdWords Search Exam Answers 2018

#1 True or false: Adding an extension to a text ad improve an advertiser’s Quality Score.

True

False

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#2 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

Great shoe shops

Shoe shop addresses

Shoe shop sales

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#3 Sorry, this is the only one question missing

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#4 You’re using target search page location bidding. You know it’s working because you see your ad:

On the second page of Google search results or in the second position

At the bottom of every page of search results

Repeatedly mixed in with the organic search results

On the first page of Google’s search results or in the top positions

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#5 Which best describes the relationship between maximum cost-per-click (max. CPC) bids and Ad Rank?

An increased CPC bid leads directly to a small increase in Ad Rank

A CPC bid is one factor that affects Ad Rank

An increased CPC bid leads directly to a large increase in Ad Rank

A CPC bid only affects Ad Rank on the Search Network

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#6 Which lets you change keywords, campaigns, ads, ad groups and product groups?

Bulk edits

Revision tool

Campaign editor

Category editor

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#7 True or false: Product Listing Ads use Merchant Center product data to decide how and where to show ads.

False

True

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#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 content on your landing page

The number of times your ads were shown on the Search Network

The number of eligible impressions your broad match keywords received

The percentage of eligible impressions you received for searches that exactly matched your keywords

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#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 project maximum cost-per-click (max. CPC)

The average amount needed to make the ad appear somewhere on the page

The minimum amount needed to maintain a higher rank than the rank held by the next-highest bidder in the auction

The average amount charged each time someone clicks on his ad

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#10 Blake is selling baseball caps and using conversion tracking. What information might he learn from the conversion tracking data?

Most people clicking on his ad already own at least one baseball cap

Most of his customers are watching a baseballgame when they visit his site

Lots of his site visitors are 49ers fans

Lots of his site visitors are signing up for his baseball trivia newsletter

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#11 Which is a best practice for creating a mobile-preferred ad?

Use a mobile-optimised landing page

Put your most important information in the second line of ad text

Integrate mobile Flash video ads

Use the same format and connect as you’d use for a laptop ad

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#12 If you want to prioritise downloads of your mobile app instead of visits to your mobile site, you should:

Add a sitelink extension

Run an app install ad

Add a call extension

Include the word “install” in the ad text

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#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?

Cost-per-conversion data can be compared with competitors’ cost-per-conversion data

Knowing the cost-per-conversion can help her better optimise 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 optimise the campaign’s keywords

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#14 The majority of consumers want ads customised to their:

Age group

Country or nationality

City, postcode or immediate surroundings

Interests and hobbies

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#15 You can use target cost-per-aquisition (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 conversion as possible within your budget

Get as many clicks as possible within your budget

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#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

It’s most efficient to have a single ad group

To show ads promoting all the flavours to people searching for “gourmet popcorn”

To make sure “Sweet & spicy coconut” continues to the bestseller

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#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?

Use the “Ads on mobile devices” campaign type

Add a call-only extension to her ad

Add a mobile-app extension to her ad

Include a link to her mobile website in her ad

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#18 Which statement is true?

Ads with call extensions only let people call the business

Call extensions send people to a landing page with a phone number

Call-only ads available exclusively on the Display Network

Call-only ads only let people call the business

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#19 Each of these are benefits that you’d expect from Product Listing Ads except:

Free listings

Better-qualified leads

More traffic and leads

Ease of targeting without needing keywords

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#20 An advertiser selling computer monitors is writing new ad text for an existing ad group. Which meets AdWords editorial and professional requirements?

**Free** delivery on LCDs

Cheap, cheap, cheap monitors

BUY affordable LCDs

20-70% off LCD monitors

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#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 seen an ad in Google Search and calls the business

A view-through conversion is counted when someone sees an image or rich media ad on the Display network

A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site

A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site

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#22 An ad group contains the phrase-matched keyword “under camera”. Which search query may trigger an ad group to be shown?

Camera for use under water

Underwater digital camera

Underwater lens camera

Underwater camera case

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#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?

£ 14

£ 12

£ 11

£ 13

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#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?

Click the “Automatic keywords refresh” button

See the suggestions on the Keywords tab

See the suggestions on the Opportunities tab

Stick with the current keywords for two months to collect enough viable data

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#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?

Upgrade each individual AdWords account

Use a single sign-in for all accounts

Upgrade multiple manager accounts

Access the AdWords Application Programming Interface (API)

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#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

We Sell chocolate

We sell dark chocolate

We Sell Dark Chocolate

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#27 Which statement is true?

Call extensions send people to a landing page with a phone number

Ads with call extensions only let people call the business

Call-only ads only let people call the business

Call-only ads are available exclusively on the Display Network

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#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?

Average position metric from the top movers report

An average position metric from the paid and organic report

Top of page rate metric from the Auction insights report

Ad group data that you customise with the Report Editor

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#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:

Increase the bids for the keywords that include the terms “boat”, “snorkelling”, and “beachside”

Lower the budget for all of her campaigns that contain these queries as keywords

Increase the budget for all of her campaigns that contain these queries as keywords

Create two separate ad groups focused on boat and beachside snorkelling and include these queries as keywords

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#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

Increase her maximum cost-per-click (max. CPC) bid

Increase the number of keywords in each ad group

Add a location extension to her ad

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#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 online sales, factor out gross margins and subtract AdWords costs

Estimate revenue based on in-store sales, factor out gross margins and subtract AdWords costs

Estimate revenue based on the value of an AdWords customer, factor out gross margins and subtract AdWords costs

Estimate revenue based on the value of a click, factor out gross margins and subtract AdWords costs

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#32 To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:

Evaluate the campaign’s performance on search partner sites vs. Display sites

Segment the campaign’s data by network and evaluate its performance on search partner sites

Use Keyword Planner to evaluate how the campaign might perform better on search partner sites

Review the top movers report to see if the campaign is getting more clicks on search partner sites

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#33 Which statement about ad extension isn’t true?

They show additional information about a business

They tend to improve an ad’s visibility

They often appear below the organic search results

They can help improve clickthrough rate

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#34 You can add a “+” modifier in front of the words in a broad match keyword to:

Indicate that this keyword should dynamically inserted in your ad text

Override a negative keyword with positive one

Specify that someone’s search must include certain words or their close variations

Specify that certain words and their close variants be prioritised

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#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%

About 10%

Nearly everyone who’s ready to buy

About 20%

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#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

Up to £30

Up to £21

Up to £20

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#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?

£0.03

£030

£0.32

£0.21

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#38 Which option can you use to capture potential business later in the day, even on a limited budget?

Bid allocation

Ad delivery

Ad automation

Bid capping

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#39 How would you determine the clickthrough rate (CTR) for a client’s search ads?

Divide the number of impressions the ad gets by the number of clicks it gets

Divide the number of clicks the ad gets by the number of impressions it gets

Evaluate the number of clicks the ad accures per day

Divide the number of impressions the ad gets by its average position

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#40 A furniture store owner is creating her first AdWords campaign. What’s the best way to group her products?

Create a new campaign for every bed she sells in her store

Group them in a single ad group

Separate them in ad group based on what she thinks will sell best on the Search vs. The Display Network

Separate them in ad groups with themes like sofa beds, king-size beds and queen-size beds

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#41 Keyword Planner can do all of these things except:

Suggest keywords and ad groups that may not have occurred to you

Provide historical statistics on search volume

Multiply keyword lists together

Provide Quality Score estimates and validate keywords

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#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

Write your ad and keywords in English and target the Spanish language

Have Google translate your ad and keywords into Spanish

In your ad text, make sure a reference to Spanish speakers

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#43 AdWords Editor lets users to do all of these things except:

Export and import files

Simultaneously make edits to multiple accounts online

View statistics for all campaigns

Keep working while offline

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#44 Which is a best practice for optimising a landing page for AdWords?

Easy-to-navigate content

Prominent headlines in several font styles and sizes

The same programming language across the whole site

Several links to related websites

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#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 home page, showing five types of boquets that include roses

The “Contact us” page

The page showing rose bouquets

The page on which people can sign up for coupons

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#46 “Mobile app engagement” campaigns can be used to:

Encourage people to rate an app in the app store

Encourage people to download a new app

Re-engage people who’ve downloaded an app

Increase in-store call conversions

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#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?

Use the bid strategy “Maximise engagement”

Set up custom deep links

Add some large, memory-intensive graphics

Customise the app for each format (phone, tablet, computer)

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#48 In order to differentiate ads from those competitors, advertisers should:

Use exclamation points and words in all capital letters

Include prices and promotions

Mention competitor offers and prices

Use special characters, such as asteriks or hashtags

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#49 You have a friend starting her first AdWords campaign. What would you suggest about how to choose keywords?

Include more than 50 keywords in one ad group

Keep each keywords to a single word, rather than a phrase

Set a theme for each campaign and choose related keywords

Set a theme for each ad group and choose related keywords

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#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:

Is using another automated bid strategy

Has fewer than 15 conversions in the last 30 days

Has fewer than 16 conversions in the last 30 days

Has fewer than five conversions in the last 15 days

Is using Google Analytics

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#51 A successful AdWords text ad:

Talks about the advertiser’s reputation

Mentions at least four key selling points

Has a wrapping headline and at least two paragraphs of text

Ties the call-to-action to the landing page

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#52 Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?

“Custom Tees, Click Here”

“Design Your Own T-Shirt”

“We sell custom t-shirts!”

“Free delivery on CuStOm Ts”

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#53 If an advertiser has the same keyword in two different ad groups, the one entered in a given auction will have the:

Highest cost-per-acquisition (CPA) bid

Highest maximum cost-per-click (max. CPC) bid

Highest Ad Rank

Lowest maximum CPC bid

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#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 menu item

Create one campaign with an ad group for each restaurant location

Create several campaigns with two ad groups each: dine in and takeaway

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

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#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?

Retargeting lists for text ads

Remarketing lists for search ads

Flexible bidding

Dynamic search ads

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#56 Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?

Rotate evenly

Rotate randomly

Optimise for conversions

Optimise for clicks

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#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 give her an idea of how often someone clicked on her ad

They can help her calculate how often someone clicked on her ad and then converted

They can help her evaluate how engaging her ad is to potential customers

They can give her an idea of how often her ad is shown to potential customers

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#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 all but one of the pop-ups

Ensure that the pop-ups relate to the search

Remove the pop-ups

Ensure that the pop-ups get Sean’s attention

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#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 business address in the ad text

Include his keywords in the ad text

Put the ad headline in all capital letters

Put special characters in the ad headline

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#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?

Set the campaign budget to a 30-day cycle

Specify the bid amount for each individual campaign

Try a different automated bid strategy

Increase the target CPA bid

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#61 Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did she choose this option?

She’s using a “Standard” campaign

She prefers not to limit ad exposure, regardless of when the restaurant is open

She can’t afford tor un ads all the times of the day and on all days of the week

Her ads generate 95% of her business on Fridays, so she’d like to show them more on tfhat day

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#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 what happenes after potencial customers click his ads

He can get an idea of how many people who’ve seen his ads actually became customers

He can better understand whether potencial customers find his ads appealing

He can get an idea of how many people double-clicked his ads

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#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?

Automatic bidding

Managed placements

Keyword Planner

Custom ad scheduling

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#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) – 10 (number of products sold)]/ £1200 (cost + AdWords spend)

£1500 (revenue) / £1200 (cost + AdWords spend)

[£1500 (revenue) – £1200 (cost + AdWords spend)] / £1200 (cost + AdWords spend)

[£150 (sales price) – £1500 (cost)] / £700 (AdWords spend)

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#65 To optimise 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 maximise clicks flexible bidding strategy to increase the number of clicks her ads get from users viewing her ads on mobile devices

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#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

Bring people to her site from blogs about gardening

Be used with Shopping campaigns

Take people to blogs about gardening

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#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:

A single best-selling dress

Spring dresses in several colours

A catalogue of springand summer dresses

Top-selling dresses for all seasons

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#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 has a lower conversion rate

The advertiser’s budget has been depleted

The advertiser’s landing page is down for maintenance

The edited ad is less relevant to the keywords in the ad group

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#69 Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers and tablets?

Cross-OS conversions

Cross-device conversions

Cross-through conversions

Click-through conversions

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#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 flower-arranging books

Buy plant books

Buy gardening books

Buy keyword books

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#71 Customers who want to increase app downloads should use which campaign type?

Mobile app installs

Ads in mobile apps

Call only

Mobile app engagement

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#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

Bid across multiple ad groups to determine the average

Try various CPC amounts to determine the average

Raise your max. CPC to £3 to cover possible competitive bids

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#73 An advertiser targeting only France determines that clicks have been received from people in Switzerland. Why might this happen?

Swiss people are searching in Google for information about Switzerland

French people visiting Switzerland are searching on Google for information about Switzerland

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”

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#74 The strategic use of different marketing channels affects:

Target-customer demographics

Online purchase decisions

Payment methods

The average amount of each sale

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#75 Someone searches on ”laptop computers” and clicks an ad. Which landing page would be most relevant?

A page showing laptops

A computer store homepage

A page showing both laptops and desktops

A page showing a tablet

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#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?

Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning

Use target outranking share bidding

Improve the quality of the campaigns’ keywords by making sure they’re relevant to the ads’ text and landing pages

Raise the target cost-per-acquisition (CPA) bid

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#77 High quality ratings for an ad can:

Be achieved with an increase in bid

Increase how often people click on it

Improve its position

Increase its average cost-per-click (avg. CPC) bid

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#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:

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 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 that they know where the client’s business is located

A headline and description text that includes a customer testimonial, and uses the previous visit’s automated ad extension to people see when they last visited the client’s website

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#79 To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:

Addressing consumers’ needs

Carrying over the theme of her traditional ad campaign to her online campaign

Running ads only on mobile devices

Launching a cross-device campaign

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#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 more conversions while paying more on average per conversion

Receive fewer conversions while paying less on average per conversion

Receive more conversions while paying less on averageper conversion

Receive fewer conversions while paying more on average per conversion

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#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 account manager

AdWords application Programming interface (API)

Automatic cost-per-click (CPC) bidding

AdWords editor

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#82 True or false: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords.

False

True

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#83 Dynamic search ads would be the most helpful for:

Campaigns that need to reduce exposure or 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 dishes every day

A global, online clothing retailer that changes its inventory seasonally

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#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?

Create two separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign

Create one campaign and apply target search page location bidding to drive visibility and reservations

Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions

Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA

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#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, – 20% for Houston

+20% for San Francisco, -40% for Houston

+40% for San Francisco, -40% for Houston

+40% for San Francisco, -20% for Houston

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#86 Zoe has a website selling customisable electronic greeting cards. What could be interfering with her getting the most possible conversions?

Some of her keywords are on the landing page

When people click the ad, they’re taken to the get-well category

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, annyversary, congratulations and get well

⋅ AdWords Search Exam Answers 2018 ⋅

#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

Decrease the mobile bid adjustment for the campaign

Increase the number of mobile-optimised text ads

Decrease the number of mobile-optimised text ads

⋅ AdWords Search Exam Answers 2018 ⋅

#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

Portfolio Simulator

Keyword Simulator

CPC Simulator

⋅ AdWords Search Exam Answers 2018 ⋅

#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?

Bid Simulator

AdWords API

AdWords Editor

Keyword Planner

⋅ AdWords Search Exam Answers 2018 ⋅

#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?

Display Network, advanced

Search Network with Display Select

Search Network only

Display Network only

⋅ AdWords Search Exam Answers 2018 ⋅

#91 According to Google data, 70% of mobile searchers who’ve recently made a purchase have:

Saved a business as a contact on their phone

Clicked to call a business from the search results page

Called a similar business from their phone

Visited a business’s website from the search results page

⋅ AdWords Search Exam Answers 2018 ⋅

#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?

“prescription” and “glasses”

“wine” and “drinking”

“drinking” and “glasses”

“glasses” and “wine”

⋅ AdWords Search Exam Answers 2018 ⋅

#93 Which allows advertisers to automate AdWords reporting and campaign management?

Execution of repetitive Data Mining Extensions (DMX) queries

Use of an AdWords Application Programming Interface (API) web service

Use of Structured Query Language (SQL) server reporting services

Execution of multiple reporting tasks from multiple computers

⋅ AdWords Search Exam Answers 2018 ⋅

#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

Location targeting of the ad showing one position lower on the page

Maximum CPC bid of the ad showing in the #1 position on the page

Cost-per-thousand impressions (CPM) of the ad showing one position lower on the page

⋅ AdWords Search Exam Answers 2018 ⋅

#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; the United States

Englist; the 25-mile radius around the bed and breakfast

French and English; the 5-mile radius around the bed and breakfast

English; southern France

⋅ AdWords Search Exam Answers 2018 ⋅

#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?

Lower her maximum cost-per-click (max. CPC)

Raise her maximum cost-per-click (max. CPC)

Lower her Ad Rank

Add a second type of extension

⋅ AdWords Search Exam Answers 2018 ⋅

#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

Words from headline on your website, like “electronics” and “sale on cameras”

General phrases related to photography, like “camera lens” and “camera base”

Brand names of your top competitors’ cameras

⋅ AdWords Search Exam Answers 2018 ⋅

#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

£2

£1.70

£2.80

⋅ AdWords Search Exam Answers 2018 ⋅

#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

The series of steps that customer take after completing a conversion, including information on ads, cicks and other elements of a campaign

The number of conversions that the same customer completes after clicking an ad

Budget usage for all Search campaigns, including limitations and opportunities for mobile traffic

⋅ AdWords Search Exam Answers 2018 ⋅

#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?

Forecast data

Test conversions

Historical conversion data

Manual bid changes

⋅ AdWords Search Exam Answers 2018 ⋅

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:

Lower the budget for all of their campaigns that contain these queries as keywords.
Increase the budget for all of their campaigns that contain these queries as keywords.
Create two separate ad groups focused on boat and beachside snorkelling and include these queries as keywords.
Increase the bids for keywords that include the terms ‘boat’, ‘snorkelling’ and ‘beachside’.

True or false: Shopping ads use Merchant Center product data to decide how and where to show ads.

True
False

An ad group contains the phrase-matched keyword ‘underwater camera’. Which search query may trigger an ad in this ad group to be shown?

Camera for use under water
Underwater lens camera
Underwater camera case
Underwater digital camera

According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?

Shoe shop addresses
Shoe shops near me
Shoe shop sales
Great shoe shops

Explanation: When research is done and people are ready to buy, mobile bridges the gap. More than half of back-to-school apparel shoppers use a smartphone while shopping to get price comparisons, inventory availability, or directions.8 We’ve also seen that local searches are increasing exponentially because people use mobile devices to find stores nearby.

Specifically during back-to-school season, search interest in “shoe stores near me” spiked in August for the last two years in a row, and it more than doubled year over year.9 Compare that to “shoe store locations” searches, which are declining.

Which ad rotation setting shows all ads in an ad group, even those with a lower clickthrough or conversion rate?

Optimize for clicks
Rotate evenly
Optimize for conversions
Rotate randomly

Explanation: The rotate evenly setting delivers your ads more evenly into the ad auction. In general, rotating evenly allows ads with lower clickthrough rates and conversion rates to show more often, so this option could result in a lower average position or fewer clicks and conversions.

You want to use AdWords to promote your dog-sitting service. What kind of campaign might you create to reach dog owners, whether they’re searching on Google or surfing a pet-supply website?

Search Network with Display Select
Display Network with Search Select
Display Network, advanced
Search Network, advanced

Explanation: Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising.

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 extension.
A product image, title and price.
A product image, title, price and merchant name.
A product image, background colour and price.

What can you learn from attribution reports?

The number of conversions that the same customer completes after clicking an ad
The series of steps that customers take before completing a conversion, including information on ads, clicks and other elements of a campaign
Budget usage for all search campaigns, including limitations and opportunities for more traffic
The series of steps that customers take after completing a conversion, including information on ads, clicks and other elements of a campaign

Explanation: Attribution reports show you the paths customers take to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.

Which of the following is not a benefit that you’d expect from Shopping ads?

Free listings
Better-qualified leads
Ease of targeting without needing keywords
More traffic and leads

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
Add some large, memory-intensive graphics
Use the bid strategy ‘Maximise engagement’
Customise the app for each format (phone, tablet, computer)

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 more conversions while paying less on average per conversion
Receive more conversions while paying more on average per conversion
Receive fewer conversions while paying less on average per conversion
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; 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

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 Keywords page
Click the ‘Automatic keyword refresh’ button
See the suggestions on the Opportunities page
Stick with the current keywords for two months to collect enough viable data

You have a friend starting their first AdWords campaign. What would you suggest about how to choose keywords?

Include more than 50 keywords in one ad group.
Set a theme for each campaign and choose related keywords.
Keep each keyword to a single word, rather than a phrase.
Set a theme for each ad group and choose related keywords.

If you’re currently using text, display and video ads but also want to more specifically control spending on ads that appear when someone searches on Google, which additional campaign type would you choose?

Search network with Display opt-in
Universal App
Search network
Display Network

Why would the data for a search network campaign show conversions but no view-through conversions?

A view-through conversion is counted when someone sees an ad in Google Search and calls the business.
A view-through conversion is counted when someone clicks on an ad in Google Search and converts on the site.
A view-through conversion is counted when someone sees an image or rich media ad on the Display Network but doesn’t click, and later converts on the site.
A view-through conversion is counted when someone clicks on an image or rich media ad on the Display Network and converts on the site.

To create a customer experience that’s relevant and useful at every touch point, a search advertiser should focus on:

running ads only on mobile devices.
launching a cross-device campaign.
carrying over the theme of the traditional ad campaign to the online campaign.
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 in-store sales, factor out gross margins and subtract AdWords costs.
estimate revenue based on the value of an AdWords customer, factor out gross margins and subtract AdWords costs.
estimate revenue based on the value of a click, factor out gross margins and subtract AdWords costs.
estimate revenue based on online sales, factor out gross margins and subtract AdWords costs.

If you want to target ads only to people who speak Spanish, you can:

in your ad text, make a reference to Spanish speakers.
write your ad and keywords in English and target the Spanish language.
write your ad and keywords in Spanish and target the Spanish language.
have Google translate your ad and keywords into Spanish.

Which statement about ad extensions isn’t true?

They can help improve click-through rate.
They often appear below the organic search results.
They tend to improve an ad’s visibility.
They show additional information about a business.

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 in your ad text, like model names of digital cameras
Brand names of your top competitors’ cameras
Words from headlines on your website, like ‘electronics’ and ‘sale on cameras’
General phrases related to photography, like ‘camera lens’ and ‘camera base’

Explanation: Keywords in your ad text show your ad’s relevance to what people want. For example, if you’ve included digital cameras as a keyword, your ad headline could be “Buy Digital Cameras.”
Read more here: https://support.google.com/adwords/answer/1704392

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 in your ad text, like model names of digital cameras
Brand names of your top competitors’ cameras
Words from headlines on your website, like ‘electronics’ and ‘sale on cameras’
General phrases related to photography, like ‘camera lens’ and ‘camera base’

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?

Lower her Ad Rank
Lower her maximum cost per click (max. CPC)
Raise her maximum cost per click (max. CPC)
Add a second type of extension

Roxanne’s online estate jewellery sales are lagging despite running a great text ad. What else might she do to drive sales?

Add a location extension to her ad
Use the Shopping ad format
Increase her maximum cost-per-click (max. CPC) bid
Increase the number of keywords in each ad group

The automated ‘Maximise clicks’ bid strategy attempts to get advertisers the most:

clicks for their daily budget.
impressions in their preferred position range.
conversions based on their conversion goals.
impressions for their daily budget.

Which of these statements is true?

Location extensions appear when an advertiser targets a geographic location.
Location targeting enables location extensions.
Location extensions appear when someone who’s physically near the business searches using relevant terms.
Location targeting determines which business address appears in an extension.

Fran decides to use custom ad scheduling to promote her farm-to-table restaurant. Why did she choose this option?

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.
She prefers not to limit ad exposure, regardless of when the restaurant is open.
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 Bid Simulator
Target CPA Simulator
Target CPA Planner
Keyword 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
Upgrade multiple manager accounts
Access the AdWords Application Programming Interface (API)
Upgrade each individual AdWords account

If you want to prioritise downloads of your mobile app instead of visits to your mobile site, you should:

include the word ‘install’ in the ad text.
add a call extension.
create a Universal App campaign.
add a sitelink extension.

You can add a ‘+’ modifier in front of the words in a broad match keyword to:

indicate that this keyword should be dynamically inserted in your ad text.
override a negative keyword with a positive one.
specify that certain words and their close variants be prioritised.
specify that someone’s search must include certain words or their close variations.

In order to differentiate ads from those of competitors, advertisers should:

use special characters, such as asterisks or hashtags.
include prices and promotions.
mention competitor offers and prices.
use exclamation marks and words in all capital letters.

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?

Retargeting lists for text ads
Dynamic search ads
Remarketing lists for search ads
Flexible bidding

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.

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?

Flat fee, based on the caller’s phone model
Negotiated in advance, with bulk discounts
By the minute, based on the length of the call
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 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 small increase in Ad Rank.
An increased CPC bid leads directly to a large increase in Ad Rank.

True or false: If you’d prefer to reach as many people as possible, use exact match or phrase match keywords.

True
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?

Specify the bid amount for each individual campaign
Set the campaign budget to a 30-day cycle
Try a different automated bid strategy
Increase the target CPA bid

Your client sells gardening supplies online. You suggest that they use sitelinks because they can:

take people to blogs about gardening.
take people to subpages on the client’s site about gloves, tools and fertiliser.
be used with Shopping campaigns.
bring people to the client’s site from blogs about gardening.

Which is a best practice for writing an effective text ad?

Make the text different from what’s on your landing page
Use a passive verb in the headline
Talk about yourself and your business
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
Buy plant books
Buy keyword books
Buy flower-arranging books

Buy gardening books
Buy plant books
Buy keyword books
Buy flower-arranging books

The strategic use of different marketing channels affects:

target-customer demographics.
online purchase decisions.
the average amount of each sale.
payment methods.

Which is a best practice for optimising a landing page for AdWords?

Several links to related websites
The same programming language across the whole site
Easy-to-navigate content
Prominent headlines in several font styles and sizes

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 five conversions in the last 15 days.
has fewer than 15 conversions in the last 30 days.
is using Google Analytics.
is using another automated bid strategy.

You’re using target search page location bidding. You know it’s working because you see your ad:

on the first page of Google search results or in the top positions.
on the second page of Google search results or in the second positions.
at the bottom of every page of search results.
repeatedly mixed in with the organic search results.

Which of the following does AdWords Editor not let users do?

View statistics for all campaigns
Simultaneously make edits to multiple accounts online
Keep working while offline
Export and import files

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 has a lower conversion rate.
The edited ad is less relevant to the keywords in the ad group.
The advertiser’s budget has been depleted.
The advertiser’s landing page is down for maintenance.

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.
highest maximum cost-per-click (max. CPC) bid.
lowest maximum CPC bid.
highest cost-per-acquisition (CPA) bid.

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?

+40% for London, -20% for Manchester
+20% for London, -20% for Manchester
+40% for London, -40% for Manchester
+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 all restaurant locations
Create one campaign with an ad group for each menu item
Create several campaigns with two ad groups each: dine in and takeaway
Create one campaign with an ad group for each restaurant location

Explanation: If you want all your ads to share a budget and you want to target the same set of locations, then you can just use one campaign.
Read more here: https://support.google.com/adwords/answer/6372655

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 all restaurant locations
Create one campaign with an ad group for each menu item
Create several campaigns with two ad groups each: dine in and takeaway
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?

Cheap, cheap, cheap monitors
20–70% off LCD monitors
BUY affordable LCDs
**Free** delivery on LCDs

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 content on your landing page.
the percentage of eligible impressions that you received for searches that exactly matched your keywords.
the number of times that your ads were shown on the search network.
the number of eligible impressions that your broad match keywords received.

Explanation: Search Exact match IS: The impressions you’ve received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword).

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 content on your landing page.
the percentage of eligible impressions that you received for searches that exactly matched your keywords.
the number of times that your ads were shown on the search network.
the number of eligible impressions that your broad match keywords received.

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?

Headlines
A landing page
Ad extensions
Keywords

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?

Maximise clicks
Target return on ad spend (ROAS)
Enhanced cost per click (ECPC)
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?

Create two separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply Maximise Clicks bidding to each campaign
Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions
Create one campaign and apply target search page location bidding to drive visibility and reservations
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?

Lower bids on keywords with a low click-through rate (CTR)
Change keyword match types from exact match to phrase match
Review impression share data to identify missed opportunities
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.
Some of her keywords are on the landing page.
The landing page shows popular cards, with easy navigation to specific categories like birthday, anniversary, congratulations and get well.
It’s obvious on the landing page that she’s selling greeting cards.

How would you determine the click-through rate (CTR) for a client’s search ads?

Divide the number of impressions that the ad gets by the number of clicks it gets
Evaluate the number of clicks that the ad accrues per day
Divide the number of impressions that the ad gets by its average position
Divide the number of clicks that the ad gets by the number of impressions it gets

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:

the mobile version of the facility’s website as the landing page, using an interactive video showing current students and teachers reading together.
a headline and description text that encourages people to sign up for a tour and uses location extensions so that they know where the client’s business is located.
the computer version of the facility’s website as the landing page, and a headline and description text that encourages people to sign up for the facility’s newsletter.
a headline and description text that includes a customer testimonial and uses the previous visit’s automated ad extension to let people see when they last visited the client’s website.

Someone searches for ‘laptop computers’ and clicks an ad. Which landing page would be most relevant?

A computer shop homepage
A page showing laptops
A page showing a tablet
A page showing both laptops and desktops

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?

It’s most efficient to have a single ad group.
To show ads promoting all the flavours to people searching for ‘gourmet popcorn’.
To show ads promoting ‘Sweet & spicy coconut’ to people searching for that flavour.
To make sure that ‘Sweet & spicy coconut’ continues to be the bestseller.

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.
go to a shop and buy the product.
do a mobile search.

Which of the following is Keyword Planner not able to do?

Suggest keywords and ad groups that may not have occurred to you
Provide historical statistics on search volume
Provide Quality Score estimates and validate keywords
Show search volume trends

Which option can you use to capture potential business later in the day, even on a limited budget?

Ad delivery
Bid allocation
Bid capping
Ad automation

You can use target cost-per-acquisition (CPA) bidding to help:

get as many clicks as possible within your budget.
generate more clicks than manual bidding would generate.
get as many conversions as possible within your budget.
get as many conversions as possible within a flexible budget range.

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?

Use Target Outranking Share bidding
Raise the target cost-per-acquisition (CPA) bid
Improve the quality of the campaigns’ keywords by making sure that they’re relevant to the ads’ text and landing pages
Use accelerated delivery to show the ads throughout the day to make sure that the entire budget isn’t spent in the morning

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
Include his business address in the ad text
Put the ad headline in all capital letters
Put special characters in the ad headline

Jose has a limited AdWords budget, and his ads aren’t showing as often as he wants. How might he improve results without spending more money on the campaigns limited by budget?

Replace his three most expensive keywords with lower-priced keywords
Slightly lower bids
Choose accelerated instead of standard delivery
Slightly raise 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?

Average position metric from the auction insights report
Ad average position metric from the paid and organic report
Top-of-page rate metric from the auction insights report
Ad group data that you customise with the Report Editor

A successful AdWords text ad:

mentions at least four key selling points.
has a wrapping headline and at least two paragraphs of text.
ties the call to action to the landing page.
talks about the advertiser’s reputation.

Based on AdWords editorial and professional requirements, which headline is most likely to generate clicks?

‘We sell custom t-shirts!’
‘Design Your Own T-shirt’
‘Custom Tees, Click Here’
‘Free delivery on CuStOm Ts’

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?

Raise your max. CPC to £3 to cover possible competitive bids
Bid across multiple ad groups to determine the average
Try various CPC amounts to determine the average
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) – 10 (number of products sold)] / £1200 (cost + AdWords spend)
[£1500 (revenue) – £1200 (cost + AdWords spend)] / £1200 (cost + AdWords spend)
£1500 (revenue) / £1200 (cost + AdWords spend)
[£150 (sales price) – £1500 (cost)] / £700 (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 £30
Up to £24
Up to £21
Up to £20

According to Google data, among consumers who conduct a local search on their smartphone, how many then visit a shop within a day?

About 10%
About 50%
Nearly everyone who’s ready to buy
About 20%

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.
Decrease the target cost per acquisition (CPA) for the campaigns from £15 to £10 to drive an increase in profit per customer.
The company’s email campaigns are the most profitable, with a cost per acquisition of £15, so it should use that as a benchmark when setting target cost-per-acquisition (CPA) bids.
Ad spend should always be 7% of revenue, which should be used as the target ROI.

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?

Install a new conversion tracking code
Compare average CPA and conversion rate before and after using target CPA bidding
Enable and disable target CPA bidding every other day to observe the differences
Monitor overall changes in clicks received

To optimise a client’s campaign to get the most out of their mobile advertising, you can:

use the maximise clicks flexible bid strategy to increase the number of clicks that their ads get from users viewing the ads on mobile devices.
set shorter conversion windows to capture users who convert after researching on multiple devices.
set a mobile bid adjustment for the campaign based on insights from estimated cross-device conversion and total estimated conversion data.
edit the campaign’s ad text to include information about how customers can purchase the product on their computers.

Explanation: Just as with desktop AdWords campaigns, mobile campaigns use bidding and targeting to determine where and when your ad shows up. Sometimes a click is worth more to you if it comes from a mobile device, at a certain time of the day or from specific locations. By setting bid adjustments, you can increase or decrease your bids to gain more control over when and where your ad is shown.

A furniture shop owner is creating their first AdWords campaign. What’s the best way to group their products?

Group them in a single ad group
Separate them in ad groups with themes like sofa beds, king-size beds and queen-size beds
Separate them in ad groups based on what the owner thinks will sell best on the Search vs the Display Network
Create a new campaign for every bed sold at the shop

High quality ratings for an ad can:

be achieved with an increase in bid.
increase its average cost-per-click (avg. CPC) bid.
improve its position.
increase how often people click on it.

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?

£2.80
£1.80
£2
£1.70

Which statement is true?

Ads with call extensions only let people call the business.
Call-only ads only let people call the business.
Call-only ads are available exclusively on the Display Network.
Call extensions send people to a landing page with a phone number.

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?

Decrease the number of mobile-optimised text ads
Increase the mobile bid adjustment for the campaign
Decrease the mobile bid adjustment for the campaign
Increase the number of mobile-optimised text ads

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?

Cost-per-conversion data can be compared with competitors’ cost-per-conversion data.
Cost-per-conversion data can indicate whether their profit will increase.
Knowing the cost per conversion can help them to better optimise the campaign’s keywords.
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?

‘glasses’ and ‘wine’
‘drinking’ and ‘glasses’
‘wine’ and ‘drinking’
‘prescription’ and ‘glasses’

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

Keyword Planner
Custom ad scheduling
Managed placements
Automatic bidding

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 help evaluate how engaging their ad is to potential customers.
They can help calculate how often someone clicked on their ad and then converted.
They can give an idea of how often someone clicked on their ad.
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 get an idea of how many people double-clicked the ads.
They can get an idea of how many people who have seen their ads actually became customers.
They can better understand what happens after potential customers click the ads.
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:

optimise your client’s keywords.
adjust your client’s budget.
All of the listed answers are correct.
optimise your client’s ad text.

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:

Keyword Simulator
CPC Simulator
Bid Simulator
Portfolio 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?

£0.03
£0.31
£0.32
£0.30

AdWords Search Exam Answers 2018

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