Google AdWords Fundamentals Exam question and answers 2018
Google AdWords Fundamentals Exam question and answers 2018
An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords:
A) generate many clicks and conversions
B) generate many impressions and very few conversions
C) contain more than two words in the phrase
D) contain words that are duplicated in a display campaign
What is a benefit of online advertising with Google AdWords?
A) Advertisers can identify the Internet Protocol (IP) address of users who are searching for products
B) Ads can include up to 50 characters for the first three lines of ad text
C) Ads are displayed to users who are searching for a particular product of service
D) Advertisers can pay to place their websites in the natural search results
It is beneficial to create multiple ad groups in order to:
A) opt specific ad groups into various Google networks
B) break up keywords and ads into related themes
C) set different budgets for each ad group
D) pause specific keywords if they are not performing well
What's one benefit of creating multiple ad groups?
A) You can target specific ad groups into various Google networks
B) You can break up keywords and ads into related themes
C) You can set different budgets for each ad group
D) You can pause specific keywords if they are not performing well
Which AdWords settings are specified at the account level?
A) A daily budget and a set of keywords and placements
B) Network distribution preferences and a set of keywords
C) A unique email address, a password, and billing information
D) Location targeting, cost-per-click (CPC) bids, and match types
An online retail company is based in the United States but ships to customers all over the world. If this company wants to serve Spanish language ads to Spanish speaking users, which targeting option should be refined?
A) Language targeting
B) Regional targeting
C) Ad scheduling
D) Demographic targeting
Which method would be recommended for an advertiser who is trying to increase the Quality Score of a low-performing keyword?
A) Repeat the keyword as many times as possible in the ad text.
B) Delete the keyword and add the keyword to the campaign again
C) Modify the ad associated with that keyword to direct to a highly-relevant landing page
D) Increase the daily budget for the campaign in which the keyword is located
An advertiser wants to increase the Quality Score of a low-perofrming keyword. Which approach would you recommend?
A) Repeat the keyword as many times as possible in the ad text.
B) Delete the keyword and add the keyword to the campaign again
C) Modify the ad associated with that keyword to direct to a highly-relevant landing page
D) Increase the daily budget for the campaign in which the keyword is located
An advertiser who decides to edit the location targeting of an ad can do this at the:
A) ad group level
B) keyword level
C) campaign level
D) account level
If your campaign is opted into show ads on the Google Display Network, and your Display Network ads have a lower CTR than your existing search ads - how will this impact the quality score of your search campaign?
A) None of these options is correct
B) Your ad performance on the Display Network does not affect your rank for search ads, so a lower CTR on the Display Network does not affect the Quality score of your ads for search
C) Your daily budget will be adjusted to account for a drop in CTR and in increase in the CPCs needed to maintain the existing Ad Rank of your search campaigns
D) Your quality score will be adjusted to reflect the average CTR of both your search and display network campaign performance.
An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?
A) Improve Quality Score and increase cost-per-click (CPC)
B) Decrease cost-per-click (CPC) and increase daily budget
C) Decrease cost-per-click (CPC) and decrease daily budget
D) Improve Quality Score and decrease cost-per-click (CPC)
To determine which ad language to target to a user, the AdWords system refers to that users:
A) Chrome Browser setting
B) operating system language
C) home countrys language
D) Google interface language setting
Which budget delivery option is most appropriate for an advertiser who wants AdWords to distribute ads evenly throughout the day?
A) Accelerated
B) Optimized
C) Scheduled
D) Standard
An advertiser wants to allocate additional budget to advertising a new product line. In order to accomplish this goal, the advertiser should create:
A) an ad group specific to the product line with a higher daily budget
B) additional text ads that specifically feature the product line
C) a campaign with a separate daily budget specific to the product line
D) an ad group specific to the product line with targeted ad text
Suppose you have created an ad group to advertise gourmet chocolate, and it includes keywords like "dark chocolate" and "gourmet chocolate bars." If you opted this particular campaign into the Google Display Network, what type of targeting would automatically be used to determine whether your ads might show?
A) Remarketing would be used to automatically target users who had previously visited sites that related to your keywords.
B) Topic targeting would be used to target all pages about chocolate, regardless of whether your exact keywords appear on the page.
C) Managed placements would be used to target specific sites you had selected as being important to oyur client.
D) Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign.
Which line of ad text would be disapproved based on Googles advertising policies?
A) Want fast results?
B) Free shipping
C) Best deals- click here
D) Fast, easy, effective
How do managed placements on the Display Network work?
A) Advertisers can guarantee placement on prominent and popular sites.
B) Advertisers manually select the desired sites on which their ads may appear
C) Keywords are used to place ads next to content that matches the ad.
D) Appropriate sites are automatically chosen for the advertiser by the Google AdWords system.
According to ad policies, what types of words, phrases, or characters can not be included in an AdWords text ad?
A) All of these answers are correct
B) Ads can not contain words that are not directly related to the keyword that the ad is targeting
C) Ads cannot use exclamation points (!) or question marks (?).
D) Ads cannot use call-to-action phrases such as "click here" or "See this site"
Your text ad includes the phrase "Your friend has a crush on you, See more!". Why could your ad be disapproved according to AdWords policies?
A) Ads can not simulate email inbox notifications or fake "friends/crush" requests.
B) Ads can not contain that amount of characters
C) Ads can not contain the phrase "See more!"
D) Ads can not contain exclamation points (!).
Which formula does Google use to rank keyword-targeted ads on Google Search
A) (Maximum cost-per-click (CPC) bid + Daily Budget) / Quality Score
B) Maximum cost-per-click (CPC) bid x Quality Score
C) (Maximum cost-per-click (CPC) bid x Quality Score) / Daily Budget
D) Maximum cost-per-click (CPC) bid only
When resetting a password in AdWords, what should a user keep in mind?
A) The new password is now required to access all other Google products with the affected Google Account log-in.
B) The new password will work for AdWords and the old password will work for other Google products.
C) The user will need to enable 2-factor authentication in order to access their account from any location
D) The password will need to be reset separately on other Google products that share the Google Account log-in
A keyword with very low clickthrough rate (CTR) will usually receive:
A) more impressions on the Google Display Network
B) impressions only on the Google Search Network
C) a low average cost-per-click (CPC) on Google search.
D) a low Quality Score on the Google Search Network
Adding placements to an ad group
A) negatively affects the Quality Score for search
B) does not affect the Quality Score for search
C) improves the Quality Score on Google
D) improves the Quality Score for search
In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:
A) the quality of your image
B) the quality of your landing page
C) the maximum CPC of the keyword that triggered an ad.
D) your daily budget
By adding managed placements to a Display Network campaign - you can show your ad:
A) on webpages where the Smart Pricing feature determines there the ad is likely delivery ROI.
B) on specific webpages, online video games, RSS feeds, and mobile sites and apps that you select
C) on webpages where a contextual targeting algorithm identified that is a match between your keywords and a publishers content
D) on Google owned and operated properties such as Gmail and Google News - that have relevant content for your keywords.
A My Client Center (MCC) account manager wants to grant Standard Access to a linked client. Before making this change, the account manager should consider that Standard Access users can:
A) change the access levels of other users.
B) delete the account
C) invite others to access the account.
D) see average cost-per-click (CPC) costs.
What happens when an advertiser sets a daily budget lower than the recommended amount, using the "Standard" delivery method?
A) Ads will show when a user searches on the advertisers keywords, but the ads rank will be reduced.
B) Ads will show each time a user searches on the advertisers keywords, but only during specified time periods
C) Ads will not show every time a user searches on the advertisers keywords
D) Ads will never show when a user searches on the advertisers keywords
The maximum cost-per-click (CPC) bid is the:
A) amount an advertiser is required to pay to achieve top ad position
B) actual amount an advertiser pays for each click on an ad
C) most an advertiser is willing to pay for each click on an ad
D) amount an advertiser must pay to outbid competitors
If an advertiser improves the Quality Score of a keyword, this keyword may:
A) receive fewer impressions on the Search Network
B) automatically reset its match type to Broad
C) earn the ad a higher average position
D) be more likely to appear in bold when displayed in an ad
You can use Display Planner to:
A) see which images and text ads within your campaign are performing best on the specific websites you are targeting
B) run a report to determine which keywords are most likely to convert based on the past 30-days of your campaign
C) see potential webpages where your ad can appear based on your keywords
D) managed CPC bids for contextual campaigns within your account
When sitelinks are set at both the campaign and ad group level, which will be displayed?
A) Sitelinks at the ad group level
B) Sitelinks with the highest ad rank
C) Sitelinks related to the query searched
D) Sitelinks from both the campaign and ad group
Which formula represents how Ad Rank is determined on Google search?
A) Popularity of the website being advertised
B) Historic average position of each ad
C) Maximum cost-per-click (CPC) multiplied by Quality Score
D) How much an advertiser is willing to spend each day
An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when keyword bids are decided?
A) The profit derived from a paid click
B) The bids of the next closest competitor
C) The cost of the bid
D) The Quality Score of the keyword
What should an advertiser use to organize ad groups?
A) Common themes
B) Number of words per keyword
C) Maximum cost-per-click (CPC)
D) Location targeting
Advertisers on Google search accrue cost in AdWords when:
A) users click on their ads
B) their ads appear on the Google search page
C) the user completes a purchase
D) they register a conversion using Conversion Tracking
A primary benefit of location targeting is that advertisers can:
A) choose to target a specific Google domain
B) target any combination of countries, territories, and regions
C) target specific users who have already visited their site
D) choose to only target websites based in a specific region or territory
You are managing a campaign where budget is unlimited as long as ROI is positive, but something still limits how much you are able to effectively invest. What is it? Choose the most closely related answer
A) Whether your payment method is credit or debit
B) The number of tracking codes installed on your website
C) The number of websites on the internet
D) The volume of traffic available for the keywords you are targeting
What is the impact of poor landing page quality on an ad group?
A) The keywords in the ad group will be paused
B) The ads in the ad group will be disapproved due to low Quality Score
C) The keywords in the ad group will have a lower Quality Score.
D) The entire campaign will be paused
With the Smart Pricing feature in Display, if our data shows that a click from a Google Display Network page is less likely to turn into an actionable business result - such as an online sale, registration, phone call, or newsletter sign-up - we may:
A) Automatically adjust your daily budget to serve less ads on Google Display Network pages.
B) Use data from the Display Network auction to revise the cost of your Search ads
C) Automatically reduce your cost-per-click bids on the Google Display Network
D) Send notification that your bids should be adjusted
Quality Score and Ad Rank are calculated:
A) Every time your ad is eligible to serve on a Display Network page
B) Every time someone does a search that triggers your ad
C) A few times a day, based on your ad scheduling settings
D) Every time you change your CPCs within your account
On the Display Network, all keywords are considered broad match only. This means that you do not need to:
A) Include location targeting to narrow the reach of your ads
B) Include plurals, misspellings, and other variants of your keywords
C) Include negative keywords to refine your placement
D) manage your keyword performance at the ad group level
Higher Quality Scores typically lead to:
A) higher costs and lower ad positions
B) lower costs and better ad positions
C) less overall impressions
D) faster delivery of daily budget
Higher Quality Scores typically result in:
A) higher costs and lower ad positions
B) lower costs and better ad positions
C) less overall impressions
D) faster delivery of daily budget
An advertiser wants to increase clickthrough rate (CTR). Which would help to eliminate irrelevant impressions?
A) Assign unique keyword URLs to each keyword
B) Evaluated the site design for improvements
C) Add negative keywords to the ad group
D) Add more relevant keywords to the ad group
Ad groups should be used to:
A) organize your ads by a common theme, such as the types of products or services you want to advertise
B) manage your daily budget according to which keywords are a priority
C) control delivery of your ads so that they appear only to users in a specific geographic location
D) control the specific sites that your ad will be targeted to on the Google Display Network.
When setting up an AdWords account, choose your currency and permanent time zone carefully because:
A) time zone and currency will impact ad position
B) these cannot be changed once you have set up your account
C) ads are only served in countries using the same currency as your account
D) by default, ads are only served in the same time zones as indicated in your account
Which are required components of an ad group running on the Search Network?
A) Frequency capping, daily budget, ad scheduling
B) Placements, keywords, network targeting
C) Default bid, position preference, placements
D) Text ad, keywords, default bid
Which is a factor that Google uses to target ads to users based on physical location?
A) Language preferences
B) Internet Protocol (IP) address
C) Operating system
D) Telephone number
Someone using the Google Russian search domain (Google.ru) changes the language to Englishon the "preferences" page. This user may see ads targeted to:
A) English speakers in the United States
B) Russian speakers in Germany
C) English speakers in Russia
D) Russian speakers in the Czech Republic
Jims restaurant is launching a new campaign and would like greater exposure on mobile devices to attract users on the go. How can this be done?
A) Create a dedicated campaign for each mobile device targeted
B) Use the same bids across all devices
C) Enable a bid adjustment to bid more aggressively on mobile devices
D) Enable a bid adjustment to bid less aggressively on mobile devices
Which is a benefit of Manager Defined Spend (MDS)?
A) Automatic bidding adjustments for Conversion Optimizer users
B) Control over managed account budgets for My Client Center (MCC) account-users
C) Advanced permissions control for billing preferences in multi-user accounts
D) Payment flexibility for accounts currently on prepay billing
A benefit of My Client Center (MCC) is the:
A) increased Quality Score enjoyed on shared keywords
B) dashboard that provides summaries of statistics for all client accounts
C) ability to link multiple accounts with Google Analytics
D) ability to edit campaign settings across multiple accounts simultaneously
Which is a best practice for creating effective ad text?
A) Use a home page for every URL
B) Include prices, promotions, and exclusives
C) Use the same ad text for every ad in the ad group
D) Use multiple exclamation points to grab attention
A My Client Center (MCC) account functions primarily as:
A) a separate AdWords account with its own keywords and campaigns
B) a dashboard that allows clients view-only access to AdWords reports
C) an umbrella account that allows for access to individual accounts with a single log-in.
D) a bid management system for AdWords clients managed by resellers and agencies
An advertiser creates a new ad group in a campaign that is set to run on all relevant sites across the Google Display Network. If both keywords and placements are added to the ad group, they would work together to:
A) determine the target return on investment (ROI) for a given ad group
B) impact the time of day that the ads are eligible to show
C) restrict the ads to specific sites and show them only when the content of that sites page is relevant to the keywords
D) impact search results and cost-per-click (CPC) on the Google Display Network
It is important to identify special offers like "free shipping" before building an AdWords campaign in order to:
A) choose effective CPC bids
B) secure an effective daily budget
C) create compelling ad text
D) choose effective language targeting
The Opportunities tab with AdWords can be used to:
A) Create and edit campaigns, ads, keywords, and campaign settings
B) See an overview of how your campaigns are performing
C) Find account reporting tools that will help you manage your daily budget
D) Find keyword, bid, and budget ideas that can help improve your campaign performance
A bilingual user searches on Google.com (the Google U.S. domain) and has set Spanish as the preferred Google interface language. In order to target this particular user, which campaign language setting should an advertiser use?
A) Portuguese
B) Spanish
C) Bilingual
D) English
Why should you avoid adding duplicate keywords across ad groups?
A) Identical keywords will compete against each other, and because both ads may serve - it may increase your CPCs
B) None of these options are correct
C) Identical keywords are not allowed in AdWords and your ads will be disapproved
D) Identical keywords compete against each other, and the better-performing keyword triggers your ad.
Which best describes keyword contextual targeting?
A) Ads are targeted to groups of websites based on their site categories
B) Themes of selected placements determine related websites where ads will appear
C) Ads are targeted only to websites related to specific businesses
D) Themes of keywords are matched to relevant content on websites where ads will appear
An advertiser adds negative keywords to an ad group within a search campaign. This means that the ad will not show if the negative keywords:
A) also appear in the ad text
B) have low maximum cost-per-click (CPC) bids
C) appear in another campaign within the account
D) appear in a users search query
Quality Score on Google search is evaluated
A) every 48 hours
B) Every time someone does a search that triggers your ad
C) none of these answers is correct
D) every 24 hours
The main goal of automatic cost-per-click (CPC) bidding is to
A) generate as many clicks as possible within an advertisers target budget
B) achieve the target ad position specified by the advertiser
C) generate as many conversions as possible within an advertisers target budget
D) achieve the target average CPC specified by the advertiser
Location extensions can:
A) help show product information in a visual manner within your ad unit
B) help exclude locations where you do not have available stores.
C) help reduce your CPC bids depending on the location of a user
D) help nearby consumers find or call your nearest storefront
Which can be controlled at the ad-group level of an AdWords account?
A) Daily budget
B) Placements
C) End dates
D) Geographic targeting
Which is a benefit of AdWords for search marketing?
A) Increase position in organic search results
B) Acquire potential qualified customers
C) Understand how customers navigate websites
D) Collect contact information automatically from potential customers
When a campaign is showing as "Pending" within AdWords, it is:
A) Inactive because it is past its scheduled date
B) Active, but showing ads only occasionally due to budget constraints
C) Inactive because your prepaid account balance has run out
D) Inactive but scheduled to begin at a future date
Negative keywords can help advertisers refine the targeting of their ads, and potentially increase:
A) the number of relevant Display Network placements
B) their campaigns daily budget recommendations
C) the clickthrough rate (CTR) of their ads
D) the amount of impressions served
If the cost-per-thousand impressions (CPM) option is not available for a campaign, the most likely reason is that the campaign:
A) has used CPM pricing before
B) is only opted into the Google Display Network
C) has never used CPM pricing before
D) is only opted into the Google search and the Search Network
Which is an example of a consideration an advertiser should make when establishing AdWords advertising goals?
A) Payment options available
B) Competitors cost-per-clicks (CPCs)
C) Website load time
D) Target market
By monitoring ad campaign performance, an advertiser may obtain the information needed to:
A) create additional AdWords accounts for low-performing keywords
B) create duplicate ad groups with identical keywords and different ad variations
C) compare campaign performance to that of individual competitors
D) determine if campaigns are meeting overall marketing and conversion goals
What type of bidding method is used to manage image ads on the Google Display Network?
A) CPA
B) CPM only
C) CPC only
D) CPM and/or CPC
What happens as a result of a search campaign consistently meeting its daily budget?
A) Accelerated ad delivery
B) Higher average cost-per-clicks (CPCs)
C) Fewer sites targeted at once
D) Missed potential ad impressions
What happens when a campaign consistently meets its average daily budget?
A) Ads in that campaign will stop showing for the rest of the billing cycle
B) Average cost-per-click (CPC) bids will be lowered
C) Your budget is automatically adjusted
D) Ads in that campaign will show less often than they could
What best describes Enhanced Cost-Per-Click (ECPC)
A) ECPC is a separate bid set for ad groups using the Conversion Optimizer
B) ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion
C) ECPC is a Quality Score boost for advertisers using ad extensions
D) ECPC is the discount applied to your Max CPC to determine actual CPC
Grouping similar keywords together in an ad group will:
A) ensure that the ads and keywords in that ad group are approved
B) allow an advertiser to creae ads relevant to those keywords
C) keep an advertisers average cost-per-click (CPC) within a narrow range
D) allow an advertiser to use only broad match keywords
If your ad serving option is set to "optimize" and there are multiple variations of your text ads within the same ad group, AdWords will:
A) automatically try to show the best performing ad more often
B) automatically increase your quality score based on the average CTR of the ad group
C) automatically serve the ad with the highest maximum CPC the most often
D) automatically lower your bids according to your CPA goal
You have been targeting the entire United States in your scuba diving equipement ad campaign, but you know that much of the scuba equipment that is sold to customers in Hawaii. What would be the most efficient way to optimize your campaign and measure the impact of an optimization?
A) You add the keywords "Hawaii" to all of your ad groups, so that your ad will stop serving on searches that are not specific to Hawaii
B) You delete all of the keywords that have not been performing well, and start over with a new set of keywords and campaigns that uses location targeting to show only to users in Hawaii
C) You create a separate campaign targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget
D) You adjust your ad scheduling so that your campaign is only showing during business hours for the time zone that Hawaii is in
With social extensions, how are +1s calculated for your ad and Google+ page
A) Any +1 on your ad is displayed as a part of your display campaigns, but has no bearing on oyur quality score or AdRank
B) Any +1 on your ad applies to your Google+ Page as well. All +1s from your Google+ Page are also applied to your AdWords ads
C) Only +1s from your Google+ page are showing in the count that is visible on your ad
D) Only +1s from your ads are calculated, your Google+ page is considered a separate campaign
Which potential factor does Google use to calculate a search campaigns recommended daily budget?
A) Impressions
B) Conversions
C) Transactions
D) Placements
A lower CPA does not necessarily indicate higher profit. Why?
A) A lower CPA may be due to changes in CPC bidding
B) A lower CPA may also have lower sales volume, reducing overall profit
C) A lower CPA may be due to additions in negative keywords
D) A lower CPA may be due to changes in network distribution
Which best describes the "Optimize" ad rotation setting in AdWords?
A) The "Optimize" ad rotation setting allows your campaign to show ads more often, which can increase impressions
B) The "Optimize" ad rotation setting allows your campaign to automatically show the most relevant display URL for each ad
C) The "Optimize" ad rotation setting allows the AdWords system to automatically show the better performing ads more often
D) The "Optimize" ad rotation setting allows two of the ads from the ad group to show to a user on the same page
In order for cost-per-click (CPC) ads and cost-per-thousand impressions (CPM) ads to compete with each other in the same auction on the Google Display Network, the AdWords system converts the CPC ads bid to:
A) a CPM
B) an effective CPM
C) an effective CPM conversion
D) a CPM conversion
Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?
A) AdWords budgets can only be set once annually and require a fixed commitment
B) Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive
C) Online campaigns generate clicks, whereas other channels generate exposure
D) Budgets cannot be applied to online campaigns due to constant changes in traffic
Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?
A) AdWords budgets can only be set once annually and require a fixed commitment
B) Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
C) Online campaigns generate clicks, whereas other channels generate exposure
D) Budgets cannot be applied to online campaigns due to constant changes in traffic
Your ad is live on Google search, and you want to continue to check it over time to see if it is still running. Why is it advised that you use the AdPreview and Diagnosis took, instead of doing searches to find your ad on Google.com?
A) By performing searches that trigger your ad, you are inflating the amount of predicted impressions on the search keywords, which may impact your organic search ranking
B) By performing searches that trigger your ad, you will be automatically be charged for the impressions and may use all of your daily budget too quickly
C) None of these options are correct
D) By performing searches that trigger your ad, you will rack up impressions without clicks, which can lower your clickthrough rate and prevent your ad from appearing as often as it should
You are starting a new campaign with the goals of achieving a positive ROI and extending to all profitable traffic. How can the AdWords average daily budget setting help when starting out?
A) It can help direct traffic to different landing pages to discover which performs best
B) It can help aim for a desired average position during testing
C) It can help limit your costs and exposure while profitability is achieved
D) It can help limit exposure to only the geographical areas you support
When optimizing your campaign, you can get ideas for negative keyword and placement exclusions lists through which AdWords tool?
A) List suggestor
B) Ad experiments
C) Placement performance report
D) Keyword aggregator
You are focused on reaching viewers with video content, and are looking to pay only when a user views your ad (CPV model). Which form of AdWords video advertising would be most appropriate?
A) TrueView video formats
B) YouTube homepage ads
C) Click-to-Play video ad formats
D) CPM Video ad formats
How often does the AdWords system run an auction to decide which ads to show on the Google search page
A) Every time a user enters a search query
B) Once every 24 hours for a given keyword
C) Every time a new advertiser adds a keyword to an account
D) Once every two hours for a given keyword
Which is one character
