AdWords Mobile Advertising Exam Answers 2018

#1 The mobile video Masthead is a homepage ad similar to the desktop video Masthead and will appear on the homepage of all of the YouTube mobile and tablet properties, including _____.

The Android mobile app and m.youtube.com
Both the iOS and Android mobile apps
The Android native mobile app, the iOS app, and m.youtube.com
Reserve in-stream ads

Explanation: The mobile video Masthead is a home page ad similar to the desktop video Masthead in that the format is based on a YouTube video. It appears on the home page of all YouTube mobile and tablet properties, including the Android native mobile app, the iOS app, and m.youtube.com for smartphones and tablets.

• AdWords Mobile Advertising Exam Answers 2018 •

#2 To find the right mobile bid, you would calculate:

(mobile conversion rate / desktop conversion rate) x 100
(desktop conversion rate/ mobile conversion rate) – 1
(mobile conversion rate / desktop conversion rate) + 1
(mobile conversion rate / desktop conversion rate) – 1

Explanation: Find Computer conversion rate and mobile conversion rate using Estimated Total Conversions column. Divide mobile conversion rate by computer conversion rate -1

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#3 If your campaign is running on the Display Network, your ads:

Are not eligible to show in mobile apps
Will only show on mobile apps that you select
Are automatically eligible to show in mobile apps
Are only eligible to show in specific mobile apps

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#4 Select the one way NOT to track app conversions.

Using an app analytics provider for your AdWords campaigns
Integrate the Google SDK in your app
Add a Javascript snippet to your website
Using Codeless Android Install tracking

Explanation: For Android, AdWords is able to provide advertisers with accurate app download conversion data without requiring that any changes be made to the app. Customers often prefer to enjoy the benefits of codeless conversion tracking while still being able to report conversions in their chosen third-party tool. For iOS, the most accurate way to track app downloads is by using the IDFA (Identifier for Advertising) and reliably attributing events to Google ad clicks and report details to AdWords.

Third-party tracking companies instead provide one SDK to add to your app, and they take care of communicating with each ad network behind the scenes to tell the advertiser which installs came from which network on a single dashboard.

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#5 The Mobile App Analytics Behavior reports give you data about:

The detailed ways users of your app interact with other users of your app
The detailed ways users interact with your app
How many people have downloaded your app through a referral from a friend
In-app user satisfaction ratings

Explanation: The Behavior reports help you discover how users interact with your app. You can use these to track a wide range of information about your users, including:

Total number of screens seen per session
Order in which screens are viewed
Number of technical errors, including app crashes
How long individual app elements take to load

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#6 Automatic bidding is ideal for advertisers who:

Want to set their own bids for individual keywords
Want to save time managing bids based on hundreds of signals
Don’t want to spend a lot of time managing keywords
Want to set their own bids for individual ad groups

#7 When you use a flexible bid strategy, it will automatically optimize your bids based on:

Your search terms data
Your remarketing list
Your Quality Score
Your performance KPI (Key Performance Indicator)

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#8 The codeless conversion tracking solution is usually recommended for app downloads on Android OS over SDK or server to server solution when speed and ease of implementation is a priority.

False
True

Explanation: Conversion tracking requires some technical knowledge and in some case could be costly and take more time than needed. If speed and ease of implementation is your priority, you can use codeless conversion tracking solutions.

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#9 Which flexible bid strategy might help improve the chances that your ad gets to the top of the page?

Target return on ad spend (ROAS)
Target outranking share
Target search page location
Target cost-per-acquisition (CPA)

Explanation: “Target search page location” is a type of flexible bid strategy that automates bidding across multiple campaigns, ad groups, and keywords to show your ad on the top of the page or on the first page of Google search results.
Read more here: https://support.google.com/adwords/answer/6268611

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#10 You can use a mobile specific display URL to:

Show consumers that you are a large brand
Differentiate yourself from other advertisers
Effectively track conversions to your desktop site
Indicate that you have a mobile-friendly landing page

Explanation: Mobile-specific helps to create a mobile website that’s tailored to the small screen and makes it easy for people to make a purchase or take other action on your site.

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#11 ________ is a tool that can show you what happens after a customer clicks on your ads; whether they made a purchase, downloaded an app, or called your business.

Keyword planner
Sitelinks
App extensions
Conversion tracking

Explanation: Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads – – whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you’ve defined as valuable, these customer actions are called conversions.
Read more here: https://support.google.com/adwords/answer/1722054?hl=en

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#12 50% of purchase-related conversions happened within ______ of the mobile searches that initiated them.

Three hours
Half-an-hour
Two hours
One hour

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#13 Which of the following is NOT true about an app URL scheme?

Typically the website name appears in reverse; e.g., example.com becomes com.example as a scheme
Schemes are automatically set up when you create your app
The scheme is a part of the link that identifies which app to open
You can use “http” or a custom scheme that can start with the app or website name

Explanation: Deep links are not automatically set up when you create your app, and they work differently on iOS and Android. For app engagement campaigns on the Search Network, we generate an app URI using your deep link so that your ads are compatible with Google Search.
Read more here: https://support.google.com/partners/answer/6046977?hl=en

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#14 Which is a benefit of using server-to-server app conversion tracking over an SDK?

If not implemented correctly, adding the SDK and conversion tracking code could result in bugs in the app
Server-to-server connections are easier to set up than code-less conversion tracking
Adding SDK and conversion tracking changes to your app doesn’t require review by the Google Play Store
Adding multiple SDKs for various advertising or analytics platforms have no impact on app code file-size

Explanation: Adding SDK requires some special knowledge. If not used correctly it could lead to some bugs and conflicts in the code of your app.
Read more here: https://support.google.com/partners/answer/6209179?hl=en

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#15 What is the most common way for advertisers to monetize their app?

Charging for app downloads from the Apple iTunes or Google Play store
All of the listed answers are correct
In-app purchases
In-app ads

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#16 Where can app ads run?

Only on Admob
Only on the Google Play store
Within other apps, also known as in-app
Across Display, Search, and YouTube

Explanation: You can create campaigns to drive app downloads or increase app engagement on the following networks:

Search Network: Google search on mobile, the Google app, and Google Play search
Display Network: Google’s network of publisher websites on mobile and mobile apps
YouTube: The YouTube app on mobile devices.

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#17 Mobile presents an opportunity for a more targeted marketing message because you have an understanding of context such as time, location, and proximity of the customer.

True
False

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#18 App remarketing allows you to target people who:

Have used your app before
Have searched for your app
Have searched for apps similar to yours
Have never used your app before

Explanation: App remarketing lets you target people who’ve used your app. Some uses for app remarketing include:

Showing app engagement ads announcing a new feature to people currently using your app
Reminding people who downloaded your app, but haven’t been using it recently
Encouraging people to upgrade to the latest version of your app

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#19 With YouTube Mastheads you can get 100% share of voice, not just on the desktop YouTube site, but also across screens with:

The AdWords mobile site and YouTube app
The YouTube mobile site and the YouTube app
Video Search on Google The
YouTube mobile site and Google Play App

Explanation: When you want to build awareness, you want to make sure that your brand is in a prominent location for all to see. With YouTube mastheads you can get 100% share of voice, not just on the desktop YouTube website, but across screens with the YouTube mobile site and the YouTube app.
Read more here: https://support.google.com/partners/answer/6208431?hl=en-GB

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#20 An advertiser with stores throughout the country could use Location Extension Targeting to:

Target users in the same way across all of their locations
Decrease bids by 50% for users who are within 10 miles of their stores
Target users who are within 20 miles of one particular city in the country
Target users who are within 10 miles of one particular city in the country

Explanation: Location extensions can help people find your locations by showing your ads with your address, a map to your location, or the distance to your business.
Read more here: https://support.google.com/adwords/answer/2404182?hl=en

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#21 Viewable impressions:

Allow you to only pay for video ads that are viewed within an hour
Allow you to only pay for those ads that are actually viewed
Allow you to pay for ads that are viewed and also converted
Allow you to pay for ads when they are displayed in a viewable position

Explanation: With vCPM bidding, you bid for your ad based on how often it appears in a viewable position on the Google Display Network.
Read more here: https://support.google.com/adwords/answer/2630842?hl=en

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#22 Which of the following is the main reason an app advertiser would want to use a 3rd party conversion tracking company?

To have a single SDK to add to your app instead of one from each ad network
To receive reporting on basic usage analytics
To have more control when communicating with each ad network
To see which of an app’s new users came from recent advertising clicks or views

Explanation:Many app advertisers use 20 or more different ad networks to acquire or engage users. Each ad network has an SDK they would like developers to add to their apps to track performance. However, app developers don’t want to add so many SDKs to their app because this can bloat the size of the app and require constant maintenance.
Read more here: https://support.google.com/partners/answer/6209182?hl=en

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#23 If you want to reach certain categories of apps with in-app display ads, or if you know the apps you want to target, you should:

Enable Active View reporting
Create a Display Network campaign targeted to mobile apps
Go to “Campaign Exclusions” from the Display Network tab
Create a placement inclusion for mobile apps

Explanation: If you want to target particular categories, expand the app stores under “Mobile app categories” by clicking + , then choose the categories you want by clicking » next to each one. These categories match the category names in each store.
Read more here: https://support.google.com/adwords/answer/1722057?hl=en

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#24 An advertiser would NOT use AdWords’ mobile offering to:

Engage with users who have already downloaded their app
Track conversions once a user downloads their app
Build a mobile-optimized website
Advertise their app

Explanation: You can’t build websites with AdWords. At the moment at least.
Read more here: https://support.google.com/partners/answer/6209174?hl=en

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#25 A ______ specifies a location in an app that corresponds to the content you’d like to show.

Location link
Location extension
Deep link
Remarketing link

Explanation: For your destination URL in app engagement ads, you can use a link that just opens your app, or a deep link that will send people directly to a specific screen in your app.
Read more here: https://support.google.com/adwords/answer/6046977?hl=en

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#26 Assuming you are not using any bid adjustment and you value mobile traffic over desktop, which bid adjustment should you set?

Increase bid adjustment for mobile
Increase bid adjustment for tablets
Increase bid adjustment for desktop
Increase bid adjustment for mobile and desktop

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#27 Which of the following is true about apps?

Apps are more geared towards retention, loyalty, and engagement
Apps are more geared towards acquisition purposes
Once a user downloads an app, they are likely to return and engage with it
Apps and mobile optimized sites are the same thing

Explanation: People turn to apps to ease their daily grind. And they’re more likely to use them if they serve a specific purpose. Our research revealed that two in three will use an app frequently when it simplifies their lives.

Apps can be quite helpful during a customer’s purchase journey. In fact, one in two app users turns to them to find information about a business or product or even to make a purchase. The flip side is that apps can also be abandoned immediately after that transaction. Thirty-eight percent of those surveyed said they’re likely to download an app when it’s required to complete a purchase. Once they’ve completed that purchase, however, half will uninstall that just-downloaded app and move on.
Read more here: https://www.thinkwithgoogle.com/articles/mobile-app-marketing-insights.html

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#28 What time of day does mobile usage generally peak?

Evening hours when people are at home
During working hours
Morning and evening when people are commuting to work
Spread evenly throughout the day

Explanation: More searches happen on mobile than on computers and tablets for 15 of the 24 hours during a typical weekday. The chart below illustrates the pattern: Mobile leads in the morning, but computers and tablets become dominant when people get to work around 8 a.m. Then mobile takes the lead again for the afternoon commuting hours and all night.
Read more here: https://www.thinkwithgoogle.com/articles/dayparting-consumer-micro-moments.html

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#29 How do upgraded URLs help advertisers with 3rd party conversion tracking?

Manage a single tracking URL at the campaign, ad group or ad level that is separate from the landing page URL
Show app install ads only to people who haven’t downloaded the app yet
Show deep link URLs only to people who already have the app
Allow advertisers to direct users to the app store to download their app

Explanation: Destination URL is the web address people click to get to your landing page. If you use tracking, you also use the destination URL field for tracking parameters and redirects to third-party tracking services. This upgrade replaces the destination URL field with a final URL field, and creates a new field for tracking management. If you don’t use tracking, you won’t need to change a thing.
Read more here: https://support.google.com/adwords/answer/6049217?hl=en

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#30 According to a Nielsen study, what percentage of purchase-related conversions happened within an hour of the mobile searches that initiated them?

0.5 or 50%
0.25 or 25%
0%
0.75 or 75%

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#31 Deep-linking allows:

Desktop users to be able to access deeper, more targeted sections within a mobile app
Ads to direct customers into deeper, more targeted sections of the app
Ads to direct new customers only into deeper, more targeted sections of the app
Mobile and desktop users to navigate within a mobile app

Explanation: For your destination URL in app engagement ads, you can use a link that just opens a deep link that will send people directly to a targeted section of the web. Tracking parameters are allowed for these links.
Read more here: https://support.google.com/adwords/answer/6046977?hl=en

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#32 With a business in an eligible country, advertisers can use website call conversions to track calls to a Google Forwarding number on their site from users who arrived there from any source

True
False

Explanation: Google provides a unique phone number that’s displayed with your ads. If a potential customer calls this phone number (Not just arrive on website from any source), AdWords will route the call to your business phone number. You’ll then be able to see detailed reports about calls generated from your ads.
Read more here: https://support.google.com/adwords/answer/2382961?hl=en

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#33 Once an advertiser opts in to advertise with our search partners (the default setting) in their campaign network settings, they should use _______ to have their ads populate within Google Maps for Mobile.

Product extensions
Location extensions
Mobile extensions
Store visit extensions

Explanation: If you opt to advertise with Google search partners in your campaign network settings, your ads with location extensions can appear on partner sites. Ads with location extensions on these sites can vary in format, and they might show a map.
Read more here: https://support.google.com/adwords/answer/2404182

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#34 App Downloads are conversions that are tracked when a user downloads or installs a mobile application for the first time.

False
True

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#35 To understand the full value of mobile, you must take into account:

Cross device and mobile conversions
App downloads, calls, store visits, cross device conversion, mobile conversions
Utilization of mobile ad formats, extensions, app and mobile site design best practices
Mobile conversions

Explanation: Measure the Full Value of Mobile by taking into account the different conversions that a mobile user could generate for your business (e.g., converted clicks on your site, cross-device conversions, calls as conversions, website call conversions, app downloads and in-app conversions). Because Onsite conversions are just one part of a mobile user’s potential experience with your brand.
Read more here: https://support.google.com/adwords/answer/6167155?hl=en

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#36 A(n) ____ gives your app users the ability to open your app directly from other apps by clicking a link.

App index
Website deep link
Custom deep link
Location extension

Explanation: A Deep link is a type of destination URL in an ad that takes people to a specific page in an app. For your destination URL in app engagement ads, you can use a link that just opens your app, or a deep link that will send people directly to a specific screen in your app. Tracking parameters are allowed for these links.
Read more here: https://support.google.com/partners/answer/6209162?hl=en&ref_topic=6208366

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#37 Which of the following is incorrect about AdWords cross-device conversions?

Cross-device conversions help advertisers understand the device that received the last ad click before the conversion
Cross-device conversions do not track from desktop to mobile conversions, it only tracks mobile to desktop conversions
Cross-device conversions help advertisers track conversions that couldn’t be tracked before in AdWords since they were attributed to another non-AdWords channel like organic search or direct

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#38 iOS app conversion tracking cannot be set up using:

SDK
Install confirmation feedback
Server-to-server (S2S)
Codeless conversion tracking

Explanation: iOS app conversion tracking is available for AdMob and YouTube, but not supported on mobile search or mobile display. Unlike conversion tracking for Android, where Google offers a codeless alternative, iOS requires either installing a tracking code through the SDK or setting up a server-to-server conversion feed. You can track 2 types of conversions for iOS mobile apps: app downloads and in-app conversions.
Read more here: https://support.google.com/partners/answer/6209179?hl=en

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#39 Which of the following is true about apps?

The number of app installs on Android tablets is increasing
Most smartphone users download apps on a weekly basis
The majority of Android apps have been downloaded
Once a customer downloads an app, they will be likely to return

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#40 An app developer might use remarketing if they wanted to promote a paid version of their game to all users of the free version who reached Level 10 of the game.

True
False

Explanation: You can use remarketing if you want to promote a paid version of your app to users of your app free version

https://support.google.com/partners/answer/6209162?hl=en&ref_topic=6208366

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#41 Admob is ____.

An ad extension
A custom deep link an app promotion ad format
AdWords’ non-owned and operated mobile app inventory
An app promotion ad format

Explanation: AdMob is Google’s advertising platform for promoting and monetizing mobile applications. Similar to MoPub, it allows application developers to promote their applications through in-app ads, monetize their applications by enabling in-app advertising, and provides intelligent insights through Google Analytics.
Read more here: https://www.google.co.uk/admob/

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#42 Usage data allows advertisers to:

Create remarketing lists based on how frequently or infrequently a customer is using their app
Create a conversion tracking list and add it to their app
Change bid adjustments based on mobile traffic
Add the conversion tracking tag to their app

Explanation: To run a mobile remarketing campaign, you’ll need to set up a remarketing list. You can also incorporate usage data that lets you create remarketing lists based on how frequently a customer is using an app — and remarket based on this information.
Read more here: https://support.google.com/partners/answer/6209136?hl=en

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#43 When conversion data shows that mobile drives more value, you would _____ your mobile bid. When conversion data shows that desktop drives more value, you would ______ your mobile bid.

Raise
Lower, raise
Raise, lower
Lower

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#44 _______ are a type of ad format that show extra information about your business.

App installs
Ad extensions
Deep link
Ad extensions

Explanation: A feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links.

Read more here: https://support.google.com/adwords/answer/2393094?hl=en

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#45 Which of the following is NOT a type of mobile ad extension?

App extension
Call extension
Sitelink extension
Download extension

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#46 What is an app engagement ad?

A customized ad shown to users who already have the app in order to drive them back to the app
A templated “engagement” image ad which allows you to add more text or information to your ad
An ad which uses cookies to appear to users who have already downloaded an app
An app extension which shows a link to your app below your ad

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#47 Sitelink extensions:

Decrease CTR rates as users are sent to specific pages of your site
Allow advertisers to give users the option to land directly on specific pages of your site
Show your business address, phone number, and a map marker with your ad text
Allow targeted remarketing list users to land directly on specific pages of your site

Read more here: https://support.google.com/adwords/answer/2375416?hl=en

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#48 When should an advertiser use an app extension instead of an app promotion ad?

With keywords intended to drive app download, but still give the option to visit the mobile website
With keywords intended to direct users to the mobile website, but still give the option to download the app
To re-engage with users who have already downloaded the app
To run your ad on both Search and Display

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#49 Many successful mobile sites have large “touch targets” for clicking that take into account ______.

Location where mobile is being used
Time of day
Responsive design based on touch
The lack of precision on a touch screen

Explanation: Mobile-friendly experiences typically feature very simplified navigation, quick-to-load images, and streamlined text. Many successful mobile sites reduce or eliminate the need for scrolling or typing, and may have large “touch targets” for clicking that take into account the lack of precision on a touch screen.
Read more here: https://support.google.com/partners/answer/6208453?hl=en-GB

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#50 In AdWords, you can create and manage video campaigns by using ___.

“Mobile app engagement” campaigns
“Mobile app installs” campaigns
The TrueView family of cost-per-view (CPV) video ad formats
“Masthead video” campaigns

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#51 The two types of conversions for YouTube on mobile are:

Promotion views and engagement views
Promotion views and view-through conversions
Conversions and view-through conversions
Download views and engagement conversions

Explanation: YouTube conversions consist of click conversions and view-through conversions. Click conversions occur when users reach a billable event and then convert. For example, a user views 30 seconds of a video and then installs an app. View-through conversions occur when someone sees an ad impression but there’s no billable event. For example, they skip an ad and then install an app.
Read more here: https://support.google.com/partners/answer/6209167?hl=en&ref_topic=6208366

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#52 iOS App Install confirmation is a feedback mechanism which enables customers to receive confirmation from Google every time an iOS app install event can be attributed to an AdWords ad click or view. Why would an advertiser use this solution?

The advertiser is interested in cross-device conversions.
This is the only availabe method of conversion tracking for iOS.
The advertiser wants to count calls as conversions.
The advertiser is using an in-house or third party app analytics system.

Explanation: iOS app install confirmation is a feedback mechanism that enables customers and, more commonly, third-party tracking companies, to receive confirmation from Google every time an iOS app install event can be attributed to an AdWords ad click or view. This feedback solution is designed for companies using in-house or third-party app analytics solutions to track attribution across multiple ad networks.
Read more here: https://support.google.com/partners/answer/6209179?hl=en

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#53 An advertiser with shops throughout the country could use the location extension targeting to:

Target users who are within 10 miles of one particular city in the country
Target users who are within 20 miles of one particular city in the country
Target users the same way across all of their locations
Decrease bid by 50% for users who are 10 miles of their stores

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#54 Auto exclusions allow:

Google’s mobile app promotion template ads to be automatically excluded from showing to users who have already downloaded the advertisers app
Google’s mobile app promotion template ads to automatically include showing to users who have already downloaded the advertisers app
Google advertisers to exclude high install pricing
Google advertisers to exclude automatic bidding within their mobile app

Explanation: Automatic exclusions: Google’s mobile app promotion template ads are automatically excluded from showing to people who’ve already downloaded the app.
Read more here: https://support.google.com/partners/answer/6208446?hl=en

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#55 Which of the following is true about mobile optimized sites?

Mobile websites should only focus on task-based functionality, i.e. be a stripped-down version of the desktop site
Mobile-friendly experiences typically feature easy navigation, quick-to-load images, and streamlined text
Visitors to your mobile-optimized site will be at the same point in the purchase funnel as visitors to your desktop site
You should build your app before your mobile site

Explanation: Good mobile experiences typically feature simplified navigation, quick-to-load images, and streamlined text. Many successful mobile sites have reduced or eliminated the need for scrolling or typing, and have large, easy-to-click “touch targets”.
Read more here: https://support.google.com/partners/answer/6208453?hl=en

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#56 The App Overview report is a summary of the most salient data from all of the Mobile App Analytics reports. Use this report to:

Gain insight into your competitor’s strategies
Review data about your users’ names, addresses, and income brackets
Assess the general health of your app and to follow data trends
Review the code for your app and SDKs

Explanation: The App Overview report is a summary of the most salient data from all the Mobile App Analytics reports. Use this report to assess the general health of your app and to follow data trends from the key reporting areas: Acquisition, Audience, Behavior, and Conversions.
Read more here: https://support.google.com/analytics/answer/2621230?hl=en

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#57 To track conversions in an app, you can add the AdWords Conversion Tracking SDK to your app. SDK stands for:

Schema Development Key
Software Deprecation Kit
Software Development Kit
Schema Development Kit

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#58 Call Conversions help advertisers understand the value that calls from their ads are driving by counting calls of a minimum duration to a Google forwarding number as conversions.

True
False

Explanation: This can be understood with a following example. Let’s suppose a travel agent notices that she’s gotten more calls since adding call extensions, and wants to better understand this phone traffic. She turns on call reporting. Reviewing the data, she sees calls lasting more than two minutes tend to lead to sales, so she chooses to count those calls as conversions. Later, she sees that her conversions are coming from callers in the 717 area code, so she decides to target her ads to the corresponding region.
Read more here: https://support.google.com/adwords/answer/2454052

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#59 Showing your ads on top of the mobile page in search results is beneficial because:

Ads above the results get more prominent notice with desktop screens. There are also no ads on the right-hand side of the results on mobile

Ads below the results get more prominent notice with smaller mobile screens. There are also ads on the right-hand side of the results on mobile

Ads above the results get more prominent notice with larger mobile screens. There are also no ads on the right-hand side of the results on mobile

Ads above the results might get more prominent notice with smaller mobile screens. There are also no ads on the right-hand side of the results on mobile

Explanation:On average, ads that appear on the first page or above the search results get substantially more clicks than ads that appear on other search results pages. Ads on top of the mobile page get more prominent notice on smaller screens. Also, there are no ads on the right-hand side of results on mobile

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#60 Showrooming refers to:

The phenomenon which turns brick and mortar stores into showrooms for products which are then purchased online or via mobile

The phenomenon where various brands within similar categories compete for brand placement on a mobile device

The phenomenon where brands sell specialty or limited quantity goods through mobile

The phenomenon which turns brick and mortar stores into showroom apps for mobile users

Explanation: The use of mobile phones in stores has led to the phenomenon of “showrooming,” which turns brick-and-mortar stores into showrooms for products that are then purchased online or via mobile. No retailer is entirely immune to its effects. While many businesses fear that showrooming is a major threat, retailers should approach it as an opportunity.
Read more here: https://support.google.com/partners/answer/6208411?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#61 The conversion optimizer for apps allows:

AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory to help advertisers hit their desired Cost Per Click goal

AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across search and display inventory with the goal of helping Advertisers hit their desired Cost Per Installs

AdWords to automatically take into account dozens of signals (location, time of day, CTR, device, etc) and adjusts bids accordingly across just search inventory to help advertisers hit their desired Cost Per Install goal

Explanation: Conversion Optimizer for apps: AdWords automatically takes into account dozens of signals (e.g., location, time of day, CTR, device) and adjusts bids accordingly across search and display inventory to help advertisers hit desired cost-per-install goals
Read more here: https://support.google.com/partners/answer/6208446?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#62 A mobile app is an application that can be downloaded and installed on your mobile device or rendered within a browser.

True
False

Explanation: Mobile extensions don’t render in browser.

• AdWords Mobile Advertising Exam Answers 2018 •

#63 Advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.

False
True

Explanation: Google provides a unique phone number that’s displayed with your ads. If a potential customer calls this phone number (Not just arrive on website from any source), AdWords will route the call to your business phone number. You’ll then be able to see detailed reports about calls generated from your ads.
Read more here: https://support.google.com/adwords/answer/2382961?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#64 Setting up Mobile App Analytics requires:

The “Edit” permission for a Google Analytics account and technical knowledge of your app development environment
A substantial number of app installs or conversions
A working knowledge of mobile click attribution technologies
At least 1 app install or conversion

Explanation: Setting up Mobile App Analytics requires the Edit permission for a Google Analytics account and technical knowledge of your app development environment.
Read more here: https://support.google.com/partners/answer/6209170?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#65 The Mobile App Analytics Acquisition reports give you data about:

How your users spend time outside of your app
Which type of targeting has the lowest cost-per-acquisition
How much data your app has acquired
How often your mobile apps are installed and opened

The Acquisition reports give you data about how users find your app, including the total number of new users and the most popular devices and operating systems. Use these reports to find out how often your app is downloaded and installed, and how successful certain marketing campaigns are in attracting users.
Read more here: https://support.google.com/partners/answer/6209187?hl=en and https://support.google.com/partners/answer/6209170?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#66 What is a lightbox ad?

A cross-screen expandable ad format that optimizes for taps/swipes on mobile and mouse-overs/clicks on desktops
A remarketing specific ad format to announce new features of your app
A type of ad format that shows extra information (“extending” from your text ads) about your business
A mobile text ad Bottom of Form

https://support.google.com/adwords/answer/6379520?hl=en-GB

• AdWords Mobile Advertising Exam Answers 2018 •

#67 What will you need before you can set up conversion tracking for calls from an ad or from a website?

A mobile specific site-link extension
An app published in the Google Play store
An active call extension or call-only ad
A sales team and operating phone bank

Explanation: To trackYou can set conversion tracking for calls. If you want to track calls you need an active call extension or call-only ad running.
Read more here: https://support.google.com/adwords/answer/6095882?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#68 What is an app install ad?

An ad format for advertisers to re-engage with users who have already downloaded the app
An app extension which shows a link to your app below your ad
A templated way to create text, banner, image, and interstitial ads driving users to the Google Play store
A type of targeting used to match your ads to sites or pages based on the keywords or topics you’ve chosen

Read more here: https://support.google.com/adwords/answer/6309936?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#69 Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.

False
True

Explanation: Each ad network has an SDK they would like developers to add to their apps to track performance. However, app developers don’t want to add so many SDKs to their app because this can bloat the size of the app and require constant maintenance. Third-party tracking companies instead provide one SDK to add to your app, and they take care of communicating with each ad network behind the scenes to tell the advertiser which installs came from which network on a single dashboard.
Read more here: https://support.google.com/partners/answer/6209182?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#70 To re-engage users with an app, use the following strategies:

Build remarketing lists, engage in reactive outreach, offer something free, and don’t track anything outside of installs

Build remarketing lists, engage in reactive outreach, use deep linking, and track outside of installs for your most valuable users

Build general email lists, engage in reactive outreach, don’t use deep linking, and don’t track outside of installs

Build remarketing lists, engage in proactive outreach, offer something unique, use deep linking, and track everything beyond installs to understand your most valuable users

Explanation: There are many things you can do today to re-engage customers: identify target customers, reach out to them via existing channels (organic and paid search), offer them something unique, measure results, and repeat. Here’s how you can bring people back to your app:
Build remarketing lists
Define in-app triggers (e.g., dropped out of purchase flow) or key segments (e.g., lapsed users) to target
Do proactive outreach
Consider available channels (e.g., e-mail, app push notifications, back of register tape) to re-engage
Offer something unique
Provide a unique experience (e.g., an in-store reward, exploding offer, or discount)
Deep-link
Develop your app so it directs people into deeper, more targeted sections
Track
Measure everything beyond installs to understand your most valuable customers and their behaviours
Read more here: https://support.google.com/partners/answer/6208430?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#71 The path to conversion on mobile is not the same as on desktop or tablet due to ALL of the following EXCEPT:

Functionality
Intent
Differing screen size
Context

Explanation: User’s intent is not depended on a device they are using, while context, functionality and screen sizes differ.

• AdWords Mobile Advertising Exam Answers 2018 •

#72 For someone who wants to run a display network campaign, which tool is the best suited for providing targeting ideas and estimates:

Display Keyword Planner
Display AD Builder
Display Planner
Display Ad Preview and Diagnosis

Explanation: Display Planner shows you the potential reach and cost of targeting ideas to help you plan your Display Network campaigns. The forecasts can help you understand how your ad groups could perform and historical costs can guide you to the ideas that are within your budget.
Read more here: https://support.google.com/adwords/answer/3056115?hl=en

• AdWords Mobile Advertising Exam Answers 2017 •

#73 Call conversions, which can be tracked by businesses in eligible countries, can be used to track calls from users who visited a website from any source.

True
False

Explanation: Only from AdWords

• AdWords Mobile Advertising Exam Answers 2018 •

#74 AdWords cross-device conversions don’t:

Track from desktop to mobile conversions; they only track mobile to desktop conversions
Track from mobile to desktop conversions; they only track desktop to mobile conversions
Help advertisers track conversions that couldn’t be tracked before in AdWords since they were attributed to another non-AdWords channel like organic or direct
Help advertisers understand the device that received the last ad click before the conversion

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#75 Automatic bidding is ideal for advertisers who:
Want to save time managing bids based on hundreds of signals
Want to set their own bids for individual ad groups
Want to set their own bids for individual keywords
Don’t want to spend a lot of time managing keywords

#76 The App Overview report is a summary of the most salient data from all of the Mobile App Analytics reports. Use this report to:
Review the code for your app and SDKs
Assess the general health of your app and to follow data trends
Review data about your users’ names, addresses, and income brackets
Gain insights into your competitor’s strategies

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#77 To connect Firebase to Google Analytics, which of these is required?

A working knowledge of mobile click attribution technologies
More than 100 app installs or conversions
Googlge Analytics account accesss and a new property for your mobile app
At least one app install or conversion

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#78 Automated bidding is ideal for advertisers who:

Want to see their own bids for individual keywords
Don’t want to spend a lot of time managing keywords
Want to save time managing bids based on hundreds of signals
Want to set their own bids for individual ad groups

• AdWords Mobile Advertising Exam Answers 2018 •

#79 You can use the Mobile App Overview report to do which of the following?

Assess the general health of your app and follow data trends in key reporting areas
Review the code for your app and SDKs
Review data about your user’s names, addresses, and income brackets
Gain insight into your competitor’s strategies

• AdWords Mobile Advertising Exam Answers 2018 •

#80 Which of the following is a way for an advertiser to monetize their app?

Charging for app downloads from the Apple iTunes or Google Play store
All of the listed answers are correct
In-app purchases
In-app ads

• AdWords Mobile Advertising Exam Answers 2018 •

#81 Target cost-per-acquisition (CPA), which factors in auction-time signals including device, location, time of day, remarketing list, language, and operating system, automatically optimizes bids across:

Search inventory to help advertisers reach their desired cost-per-install goal
Search and display inventory to help advertisers reach their desired cost-per-install goal
Search and display inventory to help advertisers reach their desired cost-per-impression goal
Search and display inventory to help advertisers reach their desired cost-per-click (CPC) goal

Explanation: Setting bid limits for your Target CPA bid strategy isn’t recommended, because it can restrict AdWords’ automatic optimization of your bid. It can also prevent AdWords from adjusting your bids to the amount that best meets your target CPA. If you do set bid limits, they’ll be used in Search Network auctions only. Bid limits are only available for portfolio (not standard) Target CPA bid strategies.

• AdWords Mobile Advertising Exam Answers 2018 •

#82 The Analytics Mobile App Acquisition reports give you data about:
OR
The Mobile App Analytics Acquisition reports give you data about:

How your users spend time outside of your app

How often your mobile apps are installed and opened

Which type of targeting has the lowest cost-per-acquisition

How much data your app has acquired

https://support.google.com/partners/answer/6209170?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#83 The Mobile App Acquisition reports provide data for which of the following:

How users spend time outside of your app
How many times your mobile apps are installed and opened
The type of targeting has the lowest cost-per-acquisition
How much data your app has acquired

Explanation: Acquisition reports let you compare traffic from different sources, from your AdWords campaign to non-AdWords sources. You can use this information to invest your budget in sources that send you high-quality traffic.
The Acquisition reports give you data about how users find your app, including the total number of new users and the most popular devices and operating systems. Use these reports to find out how often your app is downloaded and installed, and how successful certain marketing campaigns are in attracting users.
Read more here: https://support.google.com/partners/answer/6209187?hl=en
https://support.google.com/partners/answer/6209170?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#84 How do upgraded URLs help advertisers with 3rd party conversion tracking?

Allow advertisers to direct users to the app store to download their app
Manage a single tracking URL at the campaign, ad group or ad level that is separate from the landing page URL
Show deep link URLs only to people who already have the app
Show app install ads only to people who haven’t downloaded the app yet

Explanation: You might be familiar with a destination URL—it’s the web address people click to get to your landing page. If you use tracking, you also use the destination URL field for tracking parameters and redirects to third-party tracking services. This upgrade replaces the destination URL field with a final URL field, and creates a new field for tracking management. If you don’t use tracking, you won’t need to change a thing.

• AdWords Mobile Advertising Exam Answers 2018 •

#85 Deep-linking allows:

Ads to direct new customers only into deeper, more targeted sections of the app
Desktop users to be able to access deeper, more targeted sections within a mobile app
Mobile and desktop users to navigate within a mobile app
Ads to direct customers into deeper, more targeted sections of the app

• AdWords Mobile Advertising Exam Answers 2018 •

#86 Viewable impressions:

Allow you to only pay for those ads that are actually viewed
Allow you to pay for ads when they are displayed in a viewable position
Allow you to only pay for video ads that are viewed within an hour
Allow you to pay for ads that are viewed and also converted

• AdWords Mobile Advertising Exam Answers 2018 •

#87 Assuming Google forwarding numbers are available in your country, what do you need before you can set up conversion tracking for calls from an ad or website?

A mobile specific siteling extension
A sales team and operating phone bank
An active call extension or call-only ad
An app published in the Google Play store

Read more here: https://support.google.com/adwords/answer/2382961?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#88 To find the correct mobile bid, you would calculate:

(mobile conversion rate / desktop conversion rate) x 100
(desktop conversion rate/ mobile conversion rate) – 1
(mobile conversion rate / desktop conversion rate) + 1
(mobile conversion rate / desktop conversion rate) – 1

• AdWords Mobile Advertising Exam Answers 2018 •

#89 When you use a flexible bid strategy, it will automatically optimize your bids based on:

Your search terms data
Your remarketing list
Your performance KPI (Key Performance Indicator)
Your Quality Score

Explanation: Key performance Indicator’ (or KPI) is a metric which is used to determine how you are performing against your business objectives. Since KPI is also a metric, we can have KPIs in the form of numbers and ratios. So we can have ‘number KPIs’ and we can have ‘ratio KPIs’
Read more here: https://support.google.com/adwords/answer/2979071?hl=en

• AdWords Mobile Advertising Exam Answers 2018 •

#90 The Mobile App Behavior reports give you data about:

Details about how users interact with other users of your app
Interactions such as screen views, exits, and crashes
How many downloads were referrals from friends
In-app user satisfaction ratings

• AdWords Mobile Advertising Exam Answers 2018 •

#91 Where can app ads run?

Only on Admob
Only on the Google Play store
Within other apps, also known as in-app
On the Search and Display Networks, and YouTube

• AdWords Mobile Advertising Exam Answers 2018 •

#92 Which automated bid strategy might help improve the chances that your ad gets to the top of the page?

Target outranking share
Target cost-per-acquisition (CPA)
Target search page location
Target return on ad spend (ROAS)

Explanation: “Target search page location” is a type of flexible bid strategy that automates bidding across multiple campaigns, ad groups, and keywords to show your ad on the top of the page or on the first page of Google search results.
Read more here: https://support.google.com/adwords/answer/6268611

• AdWords Mobile Advertising Exam Answers 2018 •

#93 To show an ad, which is eligible to appear on search partner sites, on the mobile version of Google Maps, you should use:

Product extensions
Location extensions
Mobile extensions
Store visit extensions

• AdWords Mobile Advertising Exam Answers 2018 •

#94True or false: Firebase can reduce complication for advertisers by providing them with only one SDK to track all traffic sources, including ad networks.

True
False

Explanation: Google Analytics for Firebase is a free and unlimited analytics solution. See user behavior and measure attribution from a single dashboard
Read more here: https://firebase.google.com/docs/

• AdWords Mobile Advertising Exam Answers 2018 •

#95 To give your app users the ability to open your app directly from other apps by clicking a link, you should use:

OR: A(n) ____ gives your app users the ability to open your app directly from other apps by clicking a link.

App index
Custom deep link
Location extension
Website deep link

• AdWords Mobile Advertising Exam Answers 2018 •

#96 If an advertiser wants to run a Display Network campaign, which tool should she use to get targeting ideas and estimates?

OR: For someone who wants to run a Display Network campaign, which tool is best suited for providing targeting ideas and estimates?

Display Planner
Display Ad Builder
Display Ad Preview and Diagnosis
Display Keyword Planner

• AdWords Mobile Advertising Exam Answers 2018 •

#97 Which of the following is true about apps?

Most smartphone users download apps on a weekly basis
Once a customer downloads an app, they will be likely to return
The majority of Android apps have been downloaded
The number of app installs on Android tablets is increasing

• AdWords Mobile Advertising Exam Answers 2018 •

#98 If you value mobile traffic over desktop,which bid adjustment should you set?

Increase bid adjustment for mobile
Increase bid adjustment for tablets
Increase bid adjustment for desktop
Increase bid adjustment for mobile and desktop

• AdWords Mobile Advertising Exam Answers 2018 •

#99 An app advertiser would want to use a third-party tracking company to:

Have a single SDK to add to your app instead of one from each ad network
Receive reporting on basic usage analytics
Have more control when communicating with each ad network
See which of an app’s new users came from recent advertising clicks or views

• AdWords Mobile Advertising Exam Answers 2018 •

#100 In AdWords, you can create and manage video campaigns targeting moblie devices by using ___.

Mobile app engagement campaigns
Mobile app installs campaigns
Video campaigns
Masthead video campaigns

• AdWords Mobile Advertising Exam Answers 2018 •

#101 Call conversions, which can be tracked by business in eligible countries, can help advertisers understand the value that calls from their ads are driving by continuing calls of a minimum duration to a Google forwarding number as conversions.

True
False

• AdWords Mobile Advertising Exam Answers 2018 •

AdWords Mobile Advertising Exam Answers 2018

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