1. Read the info in GCP and Adwords Help , search for videos and links.
2 . While reading create campaigns and practice
3 . Search and share information in Official AdWords Community
Have a good time and good luck
Goals
- You’re gaining a reputation as a true wizard of Adwords and just won a multi-million dollar client to consult on bidding strategy. Your new client asks you to set bids that maximise profit, focus on the top 3 positions and minimize CPA. How can you most effectively meet their goals?
- Explain that all three objectives contradict each other and the trade-offs at risk. Understand the client’s priorities and adopt a bidding strategy with minimal contradictions.
- Set bids that simultaneously optimize profit, position and CPA all the perfect point
- Set bids that minimize CPA within the top 3 position, but explain that can’t effectively be optimized simultaneously
- Set bids that minimize CPA while maximizing profit but explain that position can’t effectively be optimized simultaneously
Account and Campaign
- Which is the quickest way to add a long list of locations to target in an AdWords campaign?
- Enter a value in the “Show my ads within” box
- Add locations as keywords to the campaign
- Search for each location in the search tab of location settings
- Select “Bulk locations” in the advanced section of a campaign’s location settings
- How should advertisers use their websites to help them structure their accounts?
- Add the headings from the website as keywords across campaigns
- Organize ad groups and campaigns to reflect the layout of the website
- Organize keywords to cover each word represented on the website
- Add the website’s URL as a keyword to each ad group
- An advertiser can apply mobile bid adjustments at which of the following levels?
- Ad level
- Campaign level
- Account level
- Keyword level
- Which is a benefit of linking a Google Places account to an Adwords campaign?
- Adding or updating addresses in Google Places automatically updates validated addresses used for ads
- Additional icon options are available for ads when using Google Places
- Geographical targeting automatically expands to include all regions
- Free organic search results for the advertiser’s business will be more likely to show on Google maps
- At which level of an AdWords account can an advertiser make changes to network and location targeting settings?
- Account
- Campaign
- Ad group
- Keyword
- Which can be specified at the campaign level?
- Destination URL’s
- Billing preferences
- Ad text
- Network distribution
Keywords
- An ad group contains the phrase-matched keyword “underwater camera”. Which search query may trigger an ad in this ad group to display?
- Underwater camera case
- Camera for use underwater
- Affordable underwater digital camera
- Water-proof camera
- An advertiser who sells laptop computers only wants to reach customers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:
- Negative match keywords such as –buy or –purchase
- Phrase match keywords
- Negative match keywords such as –review or –comparison
- Exact match keywords such as [rate], [review] or [compare]
Negative match
- You can add ‘+’ modifier in front of broad match keywords to…
- Indicate that this keyword should be dynamically inserted into your ad text
- Overrides negative keywords with an explicit positive keyword
- Specify that certain words must be included in someone’s search term to trigger your ad
- Only triggered ads when the Google+ social extension is available
- Exact match impression Share metrics:
- Are only available at the account level
- Summarize impression share statistics for all keywords currently set to exact match
- Calculate impression share as if all keywords were set to exact match
- Are available for both Search and Display campaigns
Ad Groups
- To improve the performance of an ad group on the Search Network, advertiser should create ad groups containing:
- Managed placements and keywords
- Destination URL’s set at the ad group level
- Keywords that are also included in the ad text
- At least 50 keywords
Include at least one of your keywords in your ad text
- In an AdWords account, which statistic is viewable for each ad group?
- Percentage of impressions blocked by negative keywords
- Performance by Internet Protocol (IP) address
- Purchase funnel abandonment by step
- Average cost-per-click (CPC)
Ads
- Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank?
- CPC bid is one factor that affects Ad Rank
- CPC bid only affects Ad Rank on the Search Network
- An increased CPC bid leads directly to a small increase in Ad Rank
- An increased CPC bid leads directly to a large increase in Ad Rank
- Which is the most appropriate action to make when a keyword is below the “first page bid estimate” listed in the Status column of the Keywords tab?
- Always increase the keyword bid to the “first page bid estimate”
- Delete the keyword from all instances in the account
- Change the match-type of the keyword to Exact
- Consider increasing the bid or editing the keyword to improve Quality Score
Understanding ad position and Ad Rank
- An advertiser who is selling computer monitors is writing new ad text for an existing ad group. Which line of ad text is written according to Google AdWords advertising policies?
- BUY affordable LCDs
- **Free** delivery on LCDs
- Cheap cheap cheap monitors
- 20-70% off LCD monitors
- An advertiser targeting only France determines that clicks have been received from users in Switzerland. Why might clicks outside the target location occur?
- French users were looking at Swiss news sites that show Google display ads
- Users globally are searching Google from mobile phones
- French users are visiting Switzerland and searching Google
- Users in Switzerland are searching on Google’s French domain
- In order to differentiate ads from the ads of competitors, advertisers creating text ads should:
- Include prices, promotions and a call-to-action
- Use exclamation points and capital letters
- Use special characters, such as asterisks or hashes
- Mention competitor offers and prices
- Which is a recommended action for new mobile preferred ad creative?
- Use exact match only
- Integrate mobile Flash video ads
- Use a mobile-optimized landing page
- Target search network only
Mobile visits to your landing page
- The keyword insertion code in an ad’s 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 ad’s headline be displayed?
- Buy gardening Books
- Buy flower books
- Buy books
- Buy keyword books
- Each of the following are benefits you’d expect from Product Listing Ads except…
- More traffic and leads
- Better qualified leads
- Ease of targeting without needing keywords
- Automatically produced video commercials
- One factor the Adwords system uses to calculate an ad’s actual cost-per-click (CPC) is the:
- Location targeting of the ad showing one position lower on the page
- Cost-per-thousand impressions (CPM) of the ad showing one position lower on the page
- Actual cost-per-click (CPC) of the ad showing one position lower on the page
- Ad Rank of the ad showing one position lower on the page
- Which determines a keywords’s click-through rate (CTR)
- Number of impressions divided by the average position
- Number of clicks divided by the number of impressions
- Number of clicks accrued per day
- Number of impressions divided by the number of clicks
- The IP Exclusion tool allows advertisers to:
- Discover IP addresses of competitors
- Determine which IP addresses have seen ads
- Obtain IP addresses for valuable website visitors
- Prevent specific IP addresses from seeing their ads
- An Advertiser made edits to an AdWords and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?
- The edited ad is less relevant to the keywords within the ad group
- The Quality Score for the account was reset after the ad was edited
- The edited ad has a lower conversion rate after the changes were made
- The advertiser’s landing page is down for maintenance
Tips for creating successful text ads
- Dynamic search ads would be most helpful for
- Websites with hundreds or thousands of products, services or listings that frequently change
- A local restaurant with a dynamically changing menu that offers fresh entrees every few months
- Moving an ad’s position dynamically in whatever direction a user’s eyes are looking
- Campaigns that need to reduce exposure on competitive keywords
- If the query “Seattle plumbers” is entered into Google, Google will use the location term that is part of the query to show ads:
- Targeting Seattle, regardless of the user’s location as long as they are in the US
- Targeted to areas surrounding the city of Seattle
- That have increased “Seattle” as an exact match in keywords lists
- To that user based on IP (internet protocol) address
Ad extensions
- You own a pizzeria in central London. With call extensions, a customer who searches for pizza on her mobile phone can see your ad along with your phone number and make the call with one click. How is that priced?
- Click-to-call ads are flat-fee based on the caller’s phone model
- Prices are negotiated in advance with discounts for bulk purchases
- The cost is the same as a standard click on the ad
- Click-to-call ads are priced by the minute based on the call’s duration
- Linking your Google+ Page to your AdWords account…
- Requires a 2-mounth approval process
- Enables users to log in to your website through your Search advertisement
- Enables you to show more endorsements for your business from your customer supporters
- Cannot be done if you have a Google Merchant account
- Advertisers can provide physical address information about their businesses through Google Places accounts. Ads that include type of information are eligible to show on
- Google maps only
- Mobile devices with GPS enabled only
- Google search only
- Any networks selected in the campaign settings
Tips for setting up location extensions
- What are Sitelinks?
- Links from your site to other sites
- Links to more pages of your site that appear beneath the text of your Search ads
- Links from other sites to your site
- Links to other websites that appear beneath the text of your Search ads
- Business listings in Google Places can be:
- Conversions in AdWords
- Location extensions in AdWords
- Physical locations or mobile applications
- Entered into their own ad auction
- Which feature distinguishes location extensions from regional and customized campaign targeting?
- Location extensions will appear when an advertiser has targeted a specific region or location
- Customized campaign targeting is required in order to enable location extensions
- Location extensions will appear when a user located near the advertised business searches on relevant terms
- Customized campaign targeting determines which address appears below the ad
Landing page experience
- A user conducts a search on the term “laptop computers” and clicks an ad. Which landing page would be the most relevant to that user
- A category page containing a variety of laptop computers
- An electric store’s homepage
- A product page for a desktop computer
- A category page containing both laptop and desktop computers
- Which are key elements to keep in mind when optimizing a landing page for AdWords?
- Clear landing page layout and several links to related websites
- Relevant and original content that clearly represents the business
- Correct programming language used to construct site
- Prominent headlines in several font stiles and text sizes
- 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
- A catalogue of all dresses available on the website
- A page of the top-selling dresses for all seasons
- Spring dresses, skirts, belts an shoes
- An advertiser notices that the click-through rate (CTR) in one ad group has significantly decreased throughout the past few weeks. What could this advertiser do in an attempt to increase CTR and maintain relevant website traffic?
- Upgrade to a faster web server to reduce page load time
- Edit the ad text to include a more relevant Destination URL
- Use keyword matching options to help remove irrelevant searches
- Redesign the landing page to create a better experience for users
- A florist is advertising five types of flowers, including red roses. When a user types the phrase “red roses” into Google, the advertiser’s ad is displayed and clicked on. Which landing page is more likely to convert to a sale?
- The page on the site where users can register as “frequent shoppers”
- The page on the site that displays only roses
- The “Contact Us” page of the site
- The homepage that displays all five types of flowers
- A user clicks an ad promoting a sale on trainers. Upon clicking, the user is taken to a page that doesn’t not contain trainers, but rather discount sunglasses. The user also encounters pop-ups while trying to navigate the site. What should the advertiser do to improve the user’s experience?
- Ensure that the pop-ups relate to the user’s search
- Link to the web page that is relevant to the ad and remove the pop-ups
- Provide original content that cannot be found on another site
- Edit the ad text to promote the sunglasses in addition to the trainers
Budget, Bids and Bidding
- An advertiser selling anti-bacterial toothbrushes wants to invest in their brand with a set marketing budget. They want another campaign that maximises profit as long as ROI is positive. Which account structure achieves both goals?
- Allocate the set marketing budget across dedicated branding campaigns. Create a separate campaign that can extend its daily budget after profitability is achieved.
- Divide the marketing budget between Search and Display and run two separate campaigns
- Automate everything in a single campaign with the Branding and ROI optimizer
- Run everything in a single campaign, allocating the set marketing budget to it
- What kind of click volume increase is likely to be immediately filtered from an AdWords campaign?
- “peak season” of a product or service
- Improvement in an ad’s position
- Automated clicks
- A related press release
- 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…
- Most historical data in the account
- Best Quality score
- Highest Ad Rank
- Highest maximum cost-per-click (CPC) bid
- What is the definition of actual cost-per-click (CPC)
- The CPC an advertiser was charged minus credits for overshot daily budget
- The least possible CPC the advertiser needs to pay to maintain an achieved position
- The average CPC that the advertiser needs to pay in order to achieve top position
- The CPC according to a price list, which is then updated daily
- Automatic cost-per-click (CPC) bidding attempts to get advertisers the most
- Impressions in their preferred position range
- Clicks for their daily budget
- Conversions based on their conversion goals
- Impressions for their daily budget
- An Advertiser enabled Conversion Optimiser and noticed a decrease in the number of conversions. What could have caused this decrease to occur?
- The ads in the campaign are waiting to be approved
- The maximum cost-per-acquisition (CPA) bid was lower than the recommended amount
- The specific Conversion Optimiser code snippet was not added to the site
- The cost-per-click (CPC) bid was lower than the recommended amount
- It is important to identify specific goals for an AdWords campaign, so that the advertiser can then:
- Make strategic changes to the account to improve performance
- Upload goals to the “Advertising goals” section in their account
- Bid separately for each variation based on its performance
- Manually increase click-through rate (CTR) to improve performance
Determining a bid option based on your goals
- How does Conversion Optimiser use an advertiser’s cost-per-acquisition (CPA) bid to determine the optional equivalent cost-per-click (CPC) bid for each auction?
- The CPA bid is multiplied by the predicted conversion rate
- The CPA bid is the highest than the system will allow the CPC bid to reach
- The actual CPC bid is based on current max CPC settings
- The CPC bid is one-tenth of the CPA bid by default
- You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constrain, which result is most likely?
- Receive fewer conversions while paying more on average per conversion
- Receive fewer conversions while paying less on average per conversion
- Receive more conversions while paying more on average per conversion
- Receive more conversions while paying less on average per conversion
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