189 terms

Google AdWords


Terms in this set (...)

Generate many impressions and very few conversions
An advertiser is focused primarily on direct response, as opposed to branding. The advertiser should delete keywords from a search campaign if the keywords:
Ads are displayed to users who are searching for a particular product or service
What is a benefit of online advertising with Google AdWords?
Break up keywords and ads into related themes
It is beneficial to create multiple ad groups in order to:
You can break up keywords and ads into related themes
What's one benefit of creating multiple ad groups?
A unique email address, a password, and billing information
Which AdWords settings are specified at the account level?
Language targeting
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?
Modify the ad associated with that keywords to direct to a highly-related landing page
Which method would be recommended for an advertiser who is trying to increase the Quality Score of a low-performing keyword?
Modify the ad associated with that keyword to direct to a highly-relevant landing page
An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend?
Campaign level
An advertiser who decides to edit the location targeting of an ad can do this at the
Your ad performance on the Display Network does not affect your rank for search ads, so your CTR on the Display Network does not affect the Quality score of your ads for search
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?
Improve Quality Score and increase cost-per-click (CPC)
An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?
Google interface language setting
To determine which ad language to target to a user, the AdWords system refers to that users
Which budget delivery option is most appropriate for an advertiser who wants AdWords to
distribute ads evenly throughout the day?
A campaign with a separate daily budget specific to the product line
An advertiser wants to allocate additional budget to advertising a new product line. In order to accomplish this goal, the advertiser should create:
Automatic placements would be used to contextually target sites that share the same theses as the keywords within your campaign
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?
Best deals - click here
Which line of ad text would be disapproved based on Googles advertising policies?
Advertisers manually select the desired sites on which their ads may appear
How do managed placements on the Display Network work?
Ads cannot use call-to-action phrases such as "click here" or "See this site"
According to ad policies, what types of words, phrases, or characters can not be included in an AdWords text ad?
Ads can not contain that amount of characters
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?
Maximum cost-per-click (CPC) bid x Quality Score
Which formula does Google use to rank keyword-targeted ads on Google Search
The new password is now required to access all other Google products with the affected Google Account log-in
When resetting a password in AdWords, what should a user keep in mind?
A low Quality Score on the Google Search Network
A keyword with very low clickthrough rate (CTR) will usually receive:
Does not affect the Quality Score for search
Adding placements to an ad group
The maximum CPC of the keyword that triggered an ad
In the case of a placement targeted ad on the Google Display Network, the Quality Score portion of calculating Ad Rank is based on:
On specific webpages, online video games, RSS feeds, and mobile sites and apps that you select
By adding managed placements to a Display Network campaign - you can show your ad:
See average cost-per-click (CPC) costs
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:
Ads will not show every time a user searches on the advertisers keywords
What happens when an advertiser sets a daily budget lower than the recommended amount, using the "Standard" delivery method?
Most an advertiser is willing to pay for each click on an ad
The maximum cost-per-click (CPC) bid is the:
Earn the ad a higher average position
If an advertiser improves the Quality Score of a keyword, this keyword may:
See potential webpages where your ad can appear based on your keywords
You can use Display Planner to:
Sitelinks at the ad group level
When sitelinks are set at both the campaign and ad group level, which will be displayed?
Maximum cost-per-click (CPC) multiplied by Quality Score
Which formula represents how Ad Rank is determined on Google search?
The profit derived from a paid click
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?
Common themes
What should an advertiser use to organize ad groups?
Users click on their ads
Advertisers on Google search accrue cost in AdWords when:
Target any combination of countries, territories, and regions
A primary benefit of location targeting is that advertisers can:
The volume of traffic available for the keywords you are targeting
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
The keywords in the ad group will have a lower Quality Score
What is the impact of poor landing page quality on an ad group?
Automatically reduce your cost-per-clcik on the Google Display Network
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:
Every time your ad is eligible to serve on a Display Network page
Quality Score and Ad Rank are calculated:
Include plurals, misspellings, and other variants of your keywords
On the Display Network, all keywords are considered broad match only. This means that you do not need to:
lower costs and better ad positions
Higher Quality Scores typically lead to:
Lower costs and better ad positions
Higher Quality Scores typically result in:
Add negative keywords to the ad group
An advertiser wants to increase clickthrough rate (CTR). Which would help to eliminate irrelevant impressions?
Organize your ads by a common theme, such as the types of products or services you want to advertise
Ad groups should be used to:
These cannot be changed once you have set up your account
When setting up an AdWords account, choose your currency and permanent time zone carefully because:
Text ad, keywords, default bid
Which are required components of an ad group running on the Search Network?
Internet Protocol (IP) address
Which is a factor that Google uses to target ads to users based on physical location?
English speakers in Russia
Someone using the Google Russian search domain (Google.ru) changes the language to Englishon the "preferences" page. This user may see ads targeted to:
Enable a bid adjustment to bid more aggressively on mobile devices
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?
Control over managed account budgets for My Client Center (MCC) account-users
Which is a benefit of Manager Defined Spend (MDS)?
Dashboard that provides summaries of statistics for all client accounts
A benefit of My Client Center (MCC) is the:
Include prices, promotions, and exclusives
Which is a best practice for creating effective ad text?
An umbrella account that allows for access to individual accounts with a single log-in.
A My Client Center (MCC) account functions primarily as:
Restrict the ads to specific sites and show them only when the content of that sites page is relevant to the keywords
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:
Create compelling ad text
It is important to identify special offers like "free shipping" before building an AdWords campaign in order to:
Find keyword, bid, and budget ideas that can help improve your campaign performance
The Opportunities tab with AdWords can be used to:
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?
Identical keywords compete against each other, and the better-performing keyword triggers your ad.
Why should you avoid adding duplicate keywords across ad groups?
Themes of keywords are matched to relevant content on websites where ads will appear
Which best describes keywords contextual targeting?
Appear in a users search query
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:
Every time someones does a search that triggers your ad
Quality Score on Google Search is evaluated
Generate as many clicks as possible within an advertisers target budget
The main goal of automatic cost-per-click (CPC) bidding is to
Help nearby consumers find or call your nearest storefront
Location extensions can:
Which can be controlled at the ad-group level of an AdWords account?
Acquire potential qualified customers
Which is a benefit of AdWords for search marketing?
Inactive but scheduled to begin at a future date
When a campaign is showing as "Pending" within AdWords, it is:
The number of relevant Display Network placements
Negative keywords can help advertisers refine the targeting of their ads, and potentially increase:
Is only opted into the Google search and the Search Network
If the cost-per-thousand impressions (CPM) option is not available for a campaign, the most likely reason is that the campaign:
Target market
Which is an example of a consideration an advertiser should make when establishing AdWords advertising goals?
Determine if campaigns are meeting overall marketing and conversion goals
By monitoring ad campaign performance, an advertiser may obtain the information needed to:
CPM and/or CPC
What type of bidding method is used to manage image ads on the Google Display Network?
Missed potential ad impressions
What happens as a result of a search campaign consistently meeting its daily budget?
Ads in that campaign will show less often than they could
What happens when a campaign consistently meets its average daily budget?
ECPC is a CPC bidding feature that automatically bids more aggressively in auctions more likely to result in a conversion
What best describes Enhanced Cost-Per-Click (ECPC)
Keep an advertisers average cost-per-click (CPC) within a narrow range
Grouping similar keywords together in an ad group will:
Automatically try to show the best performing ad more often
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:
You create a separate campaign targeting only Hawaii so you can easily see how your campaign performs in that state, and adjust your budget
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?
Only +1s from your Google+ page are showing in the count that is visible on your ad
With social extensions, how are +1s calculated for your ad and Google+ page
Which potential factor does Google use to calculate a search campaigns recommended daily budget?
A lower CPA may also have lower sales volume, reducing overall profit
A lower CPA does not necessarily indicate higher profit. Why?
The "Optimize" ad rotation setting allows the AdWords system to automatically show the better performing ads more often
Which best describes the "Optimize" ad rotation setting AdWords?
An effective CPM conversion
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:
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
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?
Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data
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?
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
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?
It can help limit your costs and exposure while profitability is achieved
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?
List suggestor
When optimizing your campaign, you can get ideas for negative keyword and placement exclusions lists through which AdWords tool?
TrueView video formats
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?
Every time a user enters a search query
How often does the AdWords system run an auction to decide which ads to show on the Google search page
Ads are shown as frequently as possible until the budget is exhausted
Which is one characteristic of the "Accelerated" delivery method?
If you have set a maximum CPC bid of $1 for your ads, and if the next most competitive bid is only $0.50 for the same ad position, what is the maximum CPC you would need to pay to show your ad - assuming your ad is similar in all other aspects?
All other things being equal, if you've set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you'd pay for that click?
Better position in natural search results
Which is a benefit of search advertising with Google AdWords?
Automatic cost-per-click (CPC)
An advertiser creates a new search campaign with the goal of driving traffic to a new website. The advertiser wants to spend very little time setting and managing individual keyword bids. Which is the best bidding option for this advertiser?
Invite Amy as a read-only user on the MCC level, so she can view reports for the accounts she needs to see
Amy, a new account manager at Bobs agency, will be working with three specific accounts underneath a My Client Center (MCC) account. Which is the best way for Bob to limit her access to only those accounts?
Add demographic and age targeting to show ads to people in this audience
Data shows the audience for a client's running shoe store is women ages 35 to 50. How can you optimize this client's Display Network campaign based on your research?
Add demographic and age targeting to show ads to people in this audience
Data shows that the audience for a client's running shoe store is women ages 35 to 50. How can you optimize this client's Display Network campaign based on your research?
Clickthrough rate (CTR)
Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve?
Automatic cost-per-click (CPC)
When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get. Which bidding strategy should you use to achieve this goal?
Improve the ad quality and increase bid amount
Your client wants to improve her ad position. What would you recommend?
Bill, who wants to reach people looking for plumbing services
Which client would you advise to advertise on the Google Search Network?
Add the terms as negative keywords
When reviewing the Search terms report for one of your client's campaigns, you notice several terms that aren't relevant to what they're advertising. How can you use this information when refining the campaign's keywords?
Test different cost-per-click (CPC) bids
An e-commerce client wants her campaign to be more profitable. After calculating this client's total profits from AdWords, what can you do to start maximizing results for profit?
Set a mobile bid adjustment to increase bids for searches on mobile devices
Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your client's bidding strategy?
"Display Network only - All features"
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 is a good fit?
Which of these metrics is especially important to clients who are running a branding campaign?
Keywords match that webpage's content
On the Google Display Network, your ad is eligible to show on a webpage if your:
Target search page location
When reviewing your client's Search Network campaign, you notice that the ads in one of the ad groups have a low average position. Which flexible bid strategy should you use to help improve the position of these ads?
Multiple keyword lists together
Keyword Planner can help you build a new Search Network campaign by:
Add a call-to-action like "Sign up for a free trial"
Nadia manages a local gym and is running an ad to drive more free trial memberships. What could she include in her ad text?
Sitelink extensions
If you want to direct people to specific pages on your website from an ad, you can create an ad that uses:
A headline, a display URL, and description text
A standard AdWords text ad is made up of:
Research for a client who owns used car dealerships shows that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people?
The profit derived from a paid click
An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?
The expected impact of extensions and other ad formats
Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and:
Mobile bid adjustments
Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?
Segment performance statistics by time
How can you see if people are searching for your client's services during the early morning and evening hours?
Link the client accounts to your My Client Center (MCC) manger account
You signed 3 new clients, each with an existing AdWords account. What's the best way to manage these accounts?
"Search Network Only"
Tom wants to promote his windshield repair company's emergency service by reaching people right when they're searching for help. Which campaign type is a good fit?
Include call-to-actions, such as "Find the nearest location"
When creating text ads to advertise a client's small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?
Reach people who are interested in similar products
You would advise a client that's launching a new product line to advertise on the Google Display Network because she can:
Set a daily budget of $20 for the advertiser's campaign
An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?
Denise, whose service can reach customers within 30 miles
Which client would you advise to use radius targeting?
The total number of clicks that led to a conversions
What does "converted clicks" measure?
"Search Network only - All features"
Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she's open for business. Which campaign type is a good fit?
A user's Google interface language setting
Your ad can show to a user when your targeted language matches:
Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords
What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?
Add new relevant keywords and remove keywords with low clickthrough rate (CTR)
What strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?
Historical cost-per-click (CPC) estimates for you keyword and placement ideas
When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your:
Creating relevant keywords and ads, and using ad extensions
You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:
Creating high-quality ads and landing pages
You can win a higher ad position in the auction with a lower cost-per-click (CPC) bid by:
"Serach Network with Display Select - All features"
Donna sells t-shirts featuring vintage album covers. She wants people searching for unusual t-shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend?
CPC bids are effectively converted to CPM bids
How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Google Display Network?
They interact with her website
Google Analytics can help you learn more about the behavior of your client's customers because it shows you how:
Maximum cost-per-click (max. CPC) bid
Which of the following items is not a component of Quality Score?
Create a campaign targeting Paris and languages other than French
Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don't live in France. What would be an effective way to target this client's customers?
Change the ad delivery method from "Accelerated" to "Standard"
Your client's campaign is consistently meeting its average daily budget. What should you do to maximize your client's budget throughout all hours of the day?
Add call extensions to the client's ads and monitor performance with the mobile clicks-to-call segment
A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client's campaign to help achieve their goal?
Send users to a mobile-friendly landing page
In order to appeal to customers on mobile devices, it's important to:
Create campaigns based on the structure of his client's website
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?
Based on how much your product is worth
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:
Reach customers while they're searching for your products or services
You would choose to advertise on the Google Search Network if you wanted to:
Type of product or service
An advertiser should group their campaigns by:
Specific terms about the shoe brand and model your client is selling
A client who owns an online running shoe store wants to drive sales of a particular model of women's running shoes. What keywords should you include in this client's keyword list to help achieve their goal?
Product Listing Ads
Laura runs an online store with a large inventory of children's toys and games. Which ad format would you use for Laura's campaign to reach people interested in purchasing children's games?
AdWords can automatically include these variations for you
When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?
Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers
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?
Run a Campaign Experiment on the existing campaign that switches between both landing pages
What's the easiest way to evaluate if one version of your landing page performs better than another for the same ad?
Advertisers can choose how much they spend and only pay when someone clicks their ad
Which is a benefit of advertising online with Google AdWords?
Google's Display Network includes many mobile apps where she could show her ad
A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?
It allows you to show your ad on app categories that you choose
You sell video games and want people who play mobile gaming apps to know about your store. What's one benefit of promotion your products with a mobile apps campaign on the Display Network?
Segment his campaign statistics table by device
Julian wants to reach potential customers based on the type of device they're using, but he doesn't know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?
Create ads that are relevant to all keywords
While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:
Include keywords that are related to the websites your customers visit
When building a keyword list for a Display Network campaign, you should do which of the following:
If you'd like your ads to show on certain sites across the Internet, you can add these websites as:
Show ads on websites related to your business
You would choose to advertise on the Google Display Network if you wanted to:
AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users
Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google's advertising policies
Your ad can show on the Google Search Network when someone searches for terms that are similar to your:
The amount of traffic potential keywords you might get
You can use Keyword Planner to identify:
Costs to produce her purses and revenue generated from her ads
Anne-Marie's business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?
See ways to reach your target audience based on your keywords, website, or interest categories
You can use Display Planner to:
Specific groups of people, based on their interests
You can use audience targeting to show your ads to:
The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit
When someone clicks your ad, the actual amount you're charged will be:
Extensions provide additional information to make your ads more relevant to customers
What's one of the main benefits of using ad extensions?
Shows you which ads lead to customer actions that have value for your business
Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:
Location extensions
Which ad extension would you use for an advertiser who has a chain of restaurants?
Cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
Conversion Optimizer can help drive conversions by using your conversion history and:
Cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
Target CPA bidding can help drive conversions by using your conversion history and:
Create new ad groups with with related keywords grouped together
Your new client's AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client's keywords?
A page with information on instrument rentals and a contact form
Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?
People who see Karen's site in relevant organic search results often click through to her site
Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query "Hawaii vacations." What does this mean?
Conversion rate
Which statistic indicates how often a click has led to a conversion?
Business Goal
Each campaign in your AdWords account should have a single:
Add display ads and affinity audiences targeting people interested in green living and beauty
What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand
Make sure the landing page is closely related to the ad
Your client's campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client's conversion rate?
AdWords will automatically rotate your ads and show the best performing ones more often
What is the benefit of having multiple ads in an ad group?
Show ads on dance websites and YouTube videos
Clyde wants to raise the profile of his dance school. A "Display Network only" campaign can help him:
See if people reach your client's website via ads or organic search results
Why should you link your client's AdWords account to Google's Webmaster Tools?
Use a location bid adjustment to increase bids for customers in Tokyo
Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?
Cost-per-acquisition (CPA)
Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?
Your client wants to show ads to people who've visited her website before. Which Adwords feature would you recommend she use?
Call extensions
Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?
You can use one budget to advertise on the Search Network and Display Network
What's a reason to use the "Search Network with Display Select" campaign type?
Refresh data to reflect the lastest statistics on his cost-per-click (CPC) campaign
Tony travels frequently. He needs to be able to make changes to his AdWords account while he's offline, so he downloads AdWords Editor. Using AdWords Editor, Tony can do all of the following except:
Exact match keywords
When people search for your client's watch repair business, they use very specific terms like "vintage watch repairs". To show your ads for these searches, you'll want to use:
Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiple
One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?
How much you've spent on the campaign compared to the value of leads generated
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?
Reach people who are likely interested in what you're advertising
Which is a benefit of advertising online?