AFG : AdWords Fundamentals Google AdWords Fundamentals : Part 11

  1. You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

    • The number of clicks your ad received divided by the number of times it showed
    • The percentage of budget spent compared to how many forms were completed
    • You can’t calculate return on investment for campaigns that are focused on online leads
    • How much you’ve spent on the campaign compared to the value of leads generated
  2. Cliff just started working with a client who has a very disorganized AdWords account. What’s an effective way for him to begin restructuring his client’s account?

    • Create multiple campaigns, each with a set of related keywords
    • Create one campaign with a broad selection of keywords
    • Create campaigns based on the structure of his client’s website
    • Create one campaign for all the products his client offers
  3. An advertiser should group their campaigns by:

    • type of product or service
    • number of keywords
    • maximum cost-per-click (CPC) bids
    • number of ad groups per campaign
  4. An advertiser wants to target people on the Search Network who have previously visited their website. What should they do?

    • They should use device targeting
    • They should create remarketing lists for search ads
    • They should use location targeting
    • They should use placement targeting
  5. Which statistic indicates how often a click has led to a conversion?

    • Cost-per-thousand impressions (CPM)
    • Clickthrough rate (CTR)
    • Conversion rate
    • Cost-per-conversion
  6. Which of the following items is not a component of Quality Score?

    • Maximum cost-per-click (max. CPC) bid
    • Expected clickthrough rate (CTR)
    • Landing page experience
    • Ad relevance
  7. Which campaign type would an advertiser use to target users searching on Google.com?

    • “Video campaign”
    • “Search Network with Display opt-in”
    • “Search Network”
    • “Display Network”
  8. Which of these metrics is especially important to clients who are running a branding campaign?

    • Average cost-per-click (avg. CPC)
    • Impressions
    • Clickthrough rate (CTR)
    • Phone call conversions
  9. When building a keyword list for a Display Network campaign, you should do which of the following:

    • use aggressive targeting to identify new keywords
    • include keywords that are related to the websites your customers visit
    • only include exact match keywords
    • only use Keyword Planner to identify new keywords
  10. Tom wants to promote his windshield repair company’s emergency service by reaching people when they’re searching for help. Which campaign type is a good fit?

    • “Display Network”
    • “Search Network”
    • “Search Network with Display Opt-in”
    • “Shopping”
  11. When choosing a maximum cost-per-click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:

    • 50% of how much your product is worth
    • based on how much your product is worth
    • the same amount as the revenue generated by your product
    • the same amount as the profit generated by your product
  12. Why would an advertiser use sitelinks?

    • To give customers quick access to multiple pages of an advertiser’s website
    • To showcase customer reviews with high-quality survey data
    • To show a link that sends people to the app store or starts downloading an app
    • To let customers click a button to call the business
  13. Which two metrics help show you how many people found your ad compelling enough to actually click on it and visit your website? (Choose two.)

    • Search terms
    • Clickthrough rate (CTR)
    • Clicks
    • Impressions
  14. Which targeting option should an advertiser use when trying to reach 25-30-year-old males?

    • Keyword targeting
    • Interest category targeting
    • Contextual targeting
    • Demographic targeting
  15. Your ad can show to a potential customer when your targeted language matches:

    • the customer’s operating system language
    • the customer’s Google interface language setting
    • the language of websites a user visits most often
    • the customer’s browser setting
  16. Which targeting option can help you to reach people who’ve previously visited your website?

    • Demographic targeting
    • Interest category targeting
    • Device targeting
    • Remarketing
  17. A conversion is:

    • An action defined as valuable to your business that someone takes after clicking on your ad
    • When someone reaches your landing page after clicking on your ad or video
    • By definition when someone makes a purchase after clicking on your ad
    • Any interaction with your ad that can be measured, like watching a video for a certain length of time
  18. You sell autographed sports memorabilia and want to reach people interested in sports. What’s one benefit of promoting your products with an Ads in Mobile Apps campaign on the Display Network?

    • It encourages people using mobile devices to install your app
    • It lets people who see your ad get directions to your store on Google Maps
    • It directs people to your online store to purchase your products
    • It allows you to show your ad on app categories that you choose
  19. Why might you use the “Search Network campaigns with Display opt-in” campaign type?

    • Your ads only show on the first page of search results
    • You can use one budget to advertise on the Search Network and Display Network
    • You can pick the exact websites where you want your ad to show
    • Your video ads can run on the Search Network
  20. A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?

    • Google’s Display Network includes many mobile apps where she could show her ad
    • She can use keywords like “mobile app” t target people who are more likely to download her app
    • Google’s Search Network will help her target people who are more likely to download her app
    • She can use mobile app extensions to reach users in apps
  21. You would choose to advertise on the Search Network if you wanted to:

    • reach customers while there’s searching for your products or services
    • choose the types of websites where you want your ads to show
    • choose the types of websites where you want your ads to show
    • reach customers browsing websites related to your business
  22. Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign type is a good fit?

    • “Search Network with Display opt-in”
    • “Search Network”
    • “Display Network”
    • “Shopping”
  23. Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve?

    • Clickthrough rate (CTR)
    • Conversion rate
    • Clicks
    • Impressions
  24. What report can help you identify opportunities to improve your keywords and ads?

    • Auction insights report
    • Time segmentation report
    • Search terms report
    • Paid & organic report
  25. Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?

    • Use the top movers report to show which campaigns have seen the biggest change in clicks since last month.
    • Use the paid & organic report to show when his website appears in organic search, with no associated ads.
    • Use the Search term report to show which search terms lead to the most clicks on his ads.
    • Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
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