How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Google Display Network?

• CPC bids are effectively converted to CPM bids
• CPM bids are effectively converted to CPC bids
• Ads using CPC bids are not allowed to compete on the Display Network
• CPC and CPM bids only compete against bids of the same type

Correct answer is: CPM bids are effectively converted to CPC bids

Explanation:With a vCPM ad, the max viewable CPM bid represents how much the advertiser is willing to pay for each 1,000 viewable impressions; with a CPC ad, Google estimates how many clicks the ad might receive in 1,000 impressions to get the comparison.

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Which of these metrics is especially important to clients who are running a branding campaign?

Clickthrough rate (CTR)
Average cost-per-click (avg. CPC)
Impressions
Phone call conversions

Correct answer is: Impressions

Explanation:  Impressions are important to track in any campaign, no matter what your goals are. But they can be especially important in branding campaigns, because they represent how many customers actually laid eyes on your ad.

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If you want to direct people to specific pages on your website from an ad, you can create an ad that uses:

• sitelink extensions
• previous visit extensions
• callout extensions
• location extensions

Correct answer is: Sitelink extensions

Explanation: Sitelinks can take people to specific pages on your site—your store hours, a specific product, or more.

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Which statistic indicates how often a click has led to a conversion?

=>> Cost-per-conversion
=>> Clickthrough rate (CTR)
=>> Conversion rate
=>> Converted clicks

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Negative keywords can help advertisers refine the targeting of their ads by:
OR
Negative keywords can help advertisers better target their ads by:

    =>>  reducing their campaign’s daily budget recommendations
    =>> raising the average position of their ads
    =>> increasing the number of relevant Display Network placements
    =>> reducing the number of irrelevant clicks

Conversion Optimiser can help drive conversions by using your conversion history and:

=>> cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely=>> cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely
=>> cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
=>> cost-per-click (CPC) goals to raise your bid when a conversion is more likely

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You can use audience targeting to show your ads to:

=>> specific websites, based on specific interests
=>> groups of websites, based on specific interests
=>> specific groups of people, based on their interests=>> specific groups of people, based on their location

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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 search terms that are not leading to many clicks as negative keywords
=>> Add sitelinks to your ads to make them even more prominent   
=>> Make sure all of these search terms are included as keywords, regardless of relevance   
=>> Make sure relevant search terms are keywords and adjust your bid or ad text for these keywords

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Which client would you advise to use radius targeting?

=>> Luis, whose e-commerce business delivers nationwide
=>> Denise, whose service can reach customers within 30 miles
=>> Christopher, who wants to promote his new product in select cities
=>> Mabel, who wants to exclude her ads from certain cities

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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 profit derived from a paid click
=>> The bids of the next closest advertiser
=>> The average profit per conversion
=>> The Quality Score of the keyword

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Higher Quality Scores typically result in:

=>> higher costs and lower ad positions
=>> lower costs and better ad positions
=>> less overall impressions
=>> faster delivery of daily budget

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You can use Display Planner to:

=>> see which images and text ads within your campaign are performing best on the specific websites you are targeting
=>> run a report to determine which keywords are most likely to convert based on the past 30-days of your campaign
=>> see potential webpages where your ad can appear based on your keywords
=>> managed CPC bids for contextual campaigns within your account

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You would choose to advertise on the Google Display Network if you wanted to:

    =>> show ads to people on non-Google search sites
    =>> show ads on Google Maps
    =>> show ads on websites related to your business
    =>> show ads on Google Shopping

Right answer is:

    =>> show ads on websites related to your business

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You sell autographed sports memorabilia and want to reach people interested in sports. What’s one benefit of promoting your products with a 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

Right answer is


=>> It allows you to show your ad on app categories that you choose

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Target CPA bidding can help drive conversions by using your conversion history and: OR
Target cost-per-acquisition (CPA) bidding can help drive conversions by using your conversion history and:

=>> cost-per-acquisition (CPA) goals to show the optimal ad when a conversion is more likely
=>> cost-per-click (CPC) goals to show the optimal ad when a conversion is more likely 
=>> cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely
=>> cost-per-click (CPC) goals to raise your bid when a conversion is more likely

Right answer is:

=>> cost-per-acquisition (CPA) goals to raise your bid when a conversion is more likely

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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?

=>>  Online advertising is always less expensive than traditional media

=>>  Traditional media typically requires a predetermined quarterly budget, but online advertising usually lets you set your budget once a month at a fixed amount 

=>> Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data

=>> Traditional media generates exposure, but online advertising campaign can guarantee sales

Right answer is:

=>> Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data

 

How would you recommend that William set his budget if he wants to spend US $608 per month on his campaign? OR 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? 

=>> Set a daily budget of $20 for the advertiser’s campaign
=>> Set a bid of $20 per ad group
=>> Set a daily budget of $20 for the advertiser’s account
=>> Set a bid of $20 for the advertiser’s campaign

Correct answer is:

=>> Set a daily budget of $20 for the advertiser’s campaign
 
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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?

=> Karen’s ads often show below her organic results for the search query 
=> People who see Karen’s site in relevant organic search results often click through to her site
=> Karen’s ads don?t often show for the search query
=> Karen’s average organic position is higher than other advertisers’, but her average ad position is lower than other advertisers’

Right answer is:

=> People who see Karen’s site in relevant organic search results often click through to her site

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Your ad can show to a potential customer when your targeted language matches:

• a user’s browser setting
• a user’s Google interface language setting
• the language of websites a user visits most often
• a user’s operating system language

Correct answer is:

• a user’s Google interface language setting

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What does “converted clicks” measure?91

• The total number of clicks within your chosen conversion window
• The total number of conversions divided by the total number of clicks
• The total number of clicks that led to a conversion
• The percentage of clicks that led to a conversion

Right answer is:

• The total number of clicks that led to a conversion

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