40 terms

Practice test

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How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts
Select the "Details" drop-down menu on the Keywords tab
On which tab can advertisers see credits for invalid clicks within their AdWords accounts?
Campaigns
In order to achieve the best performance possible from text ads, which is a best practice that should be followed?
Use account statistics and reports to monitor ad performance
Which information does the Conversion Optimizer need in order to find the optimal cost-per-click (CPC) bid for an ad each time the ad is eligible to appear?
Historical conversion data
If an advertiser has the same keyword in two different ad groups, the one to win a given auction will be the keyword with the:
best Quality Score
A high Quality Score can:
improve an ad's position
Each of the following are benefits you would expect from Product Listing Ads except:
Automatically produced video commercials
The AdWords Application Programming Interface (API) allows develoepers to use application that:
interact directly with the AdWords server
What are Sitelinks?
Links to more pages of your site that appear beneath the text of your Search ads
An advertiser can apply mobile bid adjustments at which of the following levels?
Campaign level
AdWords Editor allows users to:
access multiple accounts offline
One factor the AdWords system uses to calculate an ads actual cost-per-click (CPC) is the:
actual cost-per-click (CPC) of the ad showing one position lower on the page
Advertisers can provide physical address information about their businesses through Google Places accounts. Ads that include this type of information are eligible to show on:
any networks selected in the campaign settings
What is the definition of actual cost-per-click (CPC)?
The CPC an advertiser was charged minus credits for overshot daily budget
An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?
The Quality Score for the account was reset after the ad was edited
You are running a Search campaign for an accounting software provider that wants to estimate lifetime customer value as a primary benchmark for performance. They charge $10/mo for Basic service and $20/mo for Pro. Which formula best describes their average lifetime customer value across all service offerings?
($10)(% Basic customers)(Basic average lifetime in months) + ($20)(% Pro customers)(Pro average lifetime in months)
An advertiser has several keywords set to broad match and would like to see the actual search queries that triggered his ads. This information can be found in the:
"Details" drop-down menu on the Keywords tab.
An advertiser wants to increase the position of an ad on Google, but is not willing to raise bids to accomplish this goal. What else should the advertiser do in an attempt to increase Ad Rank?
Make changes to improve the Quality Score of the ads keywords
Which allows advertisers to automate AdWords reporting and campagin management?
Use of an AdWords Application Programming Interface (API) web service
How might an advertiser compare, over time, two campaign metrics such as "cost per conversion" and "cost"?
Select the two metrics in "Graph options" on the Campaigns tab.
In an AdWords account, which statistic is viewable for each ad group?
Average cost-per-click (CPC)
Linking your Google+ Page to your AdWords account...
Enables you to show more endorsements for your business from your customers and supporters
Which is the quickest way to add a long list of locations to target in an AdWords campaign?
Select "Bulk locations" in the advanced section of a campaigns location settings
Advertisers who check web server logs may find their ads received multiple clicks from a single Internet Protocol (IP) address. This could be a result of:
Internet Service Providers (ISPs) who assign the same IP address to multiple users
A user clicks on an ad promoting a sale on sneakers. Upon clicking, the user is taken to a page that does not contain sneakers, but rather discount sunglasses. The user also encounters pop-ups while trying to navigate the site. What should the advertiser do to improve the users experience?
Link to the webpage that is relevant to the ad and remove the pop-ups
You are an independent consultant selling an ebook you wrote about Search Engine Marketing for $50. You have campaigns across multiple online advertising platforms: search networks, display networks, & other advertising networks. Which approach to CPA targets and budget is best suited to maximize your total profit?
Unlimited budget on all platforms where ROI is positive. Find a different CPA for each platform which maximizes profit based on costs, sales volume, & contribution to overall marketing campaign.
You can add a '+' modifier in front of broad match keywords to...
specify that certain words must be included in someones search term to trigger your ads
Exact Match Impression Share metrics:
calculate impression share as if all keywords were set to exact match
An advertiser who sells designer dresses is selecting a landing page to pair with new ads for spring dresses. A good landing page for the spring dress collection ads would display
several colors of spring dresses
An advertiser enabled Conversion Optimizer and noticed a decrease in the number of conversions. What could have caused this decrase to occur?
The cost-per-click (CPC) bid was lower than the recommended amount
In a Reach and Frequency report, "Frequency" is defined as the:
average number of times a user is exposed to an ad
or
the average number of times a unique user sees an ad over a given time period
Reviewing "Search Terms" data on the Keywords tab will help advertisers to identify
new keywords ideas for a campaign
Dynamic search ads would be most helpful for...
A local restaurant with a dynamically changing menu that offers fresh new entrees every few months
Janes e-commerce site sells a wide variety of bicycle equipment. She wants to estimate her profit-per-conversion for each ad group to get a sense of which ad groups are immediately profitable in the short term. Which formula best estimates Janes profit-per-conversion before advertising expenses?
(Avg Revenue per Order) * (Profit Margin)
Which is the next stage of detection in an AdWords accont, if Googles automatic filtering system does not successfully remove all potentially invalid clicks?
Proactive offline analysis by the Google Ad Traffic Quality Team
If the query "Seattle plumbers" is entered into Google, Google will use the location term that is part of the query to show ads:
targeted to Seattle, regardless of the users location as long as they are in the US
Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?
Confirmation page after a purchase
The keyword insertion code in an ads headline reads: "Buy {KeyWord:Books}." The related ad appeared when a user searched "flower books" and the query expanded to a broad-matched keyword in the account, "gardening books." In this example, how would the ads headline be displayed?
Buy flower books
If multiple individuals make changes to one AdWords account, upon opening the account in AdWords Editor, they should
click "get recent changes" in the tool bar (download recent changes)
AdWords Campaign Experiments allow you to...
Test changes to your account for a portion of the auctions that your ads participates in