Accounts
Q: When setting up
a Google AdWords Account, why should you choose your currency and time zone
carefully?
A: These cannot be
edited once the account is set up.
Q: Which settings
are specified at the Account level in AdWords?
A: Email address,
password, and billing information.
Q: What happens to
the rest of your Google products if you change your password for AdWords?
A: The new
password will be required to log in to all other Google products.
Ads
Q: Your ad
includes the phrase, “Your friend has a crush on you. See who!” and it gets
disapproved. Why?
A: AdWords policy
does not allow ads to simulate email inbox notifications or fake friend/crush
requests.
Q: What is the
formula for ad rank on the Search Network?
A: Maximum Cost
per Click X Quality Score.
Q: What is the
best way to achieve the top position in paid search results?
A: Improve the
Quality Score and raise the Cost Per Click.
Q: How should you
check to see if your ads are still running on Google?
A: Use the Ad
Preview and Diagnosis tool.
Q: Why should you
use the Ad Preview and Diagnosis tool to check if your ads are live and running
on Google?
A: By searching
for keywords that trigger your ad, you can rack up impressions without clicks,
which may lower your Click-Through Rate, which may prevent your ad from
appearing as often as it is eligible.
Q: Why should you
identify special offers before building an AdWords campaign?
A: In order to
create compelling text for your ad creatives.
Q: All other
things equal, if your closest competitor’s bid is $0.25, how much will you pay
to show your ad in a higher position?
A: $0.26
Q: What is the
formula for ranking keyword-targeted ads on the Search Network?
A: Maximum Cost
Per Click x Quality Score.
Q: What are some
phrases that are not allowed, according to Google Ad Policies?
A: Call To Action
phrases like “Click here,” or “See this site.”
Q: True or false.
“Click here” can be used in an ad.
A: False. This
phrase violates Google’s Ad Policies.
Q: How can you
create effective ad text?
A: Best practices
include using prices, promotions, and exclusive offers in your ads.
Ad Groups
Q: Why is it a bad
idea to duplicate keywords in multiple Ad Groups?
A: Keywords in
multiple ad groups compete against each other, and the keyword with the higher
performance will trigger the ad in that Ad Group to run.
Q: What is the
effect of including both keywords and placements in an Ad Group on the Display
Network?
A: Your ads will
be restricted to only specific sites that you choose and webpages where the
content is relevant to the theme of the keywords.
Q: Why is it
important to group similar keywords together in an Ad Group?
A: To ensure that
the ads remain relevant to those keywords.
Q: Why is it a
good idea to create multiple Ad Groups?
A: You can break
up keywords and ads and group them by related themes.
Q: What should Ad
Groups be organized around?
A: Common themes.
Q: True or false.
Placements can be controlled at the Ad Group level.
A: True.
Q: What impact can
poor landing page quality have on an Ad Group?
A: Keywords in the
Ad Group may be given a lower Quality Score.
Q: What should you
use Ad Groups for?
A: To organize ads
by common themes that you want to advertise on.
Campaigns
Q: What does a
“Pending” Campaign in AdWords signify?
A: It is Inactive,
but scheduled to begin at a date/time in the future.
Q: What is one
main benefit of using Google AdWords?
A: Ads are
displayed to users who search for your particular products or services.
Q: With a new
campaign, what effect can the AdWords average daily budget have on achieving
positive ROI?
A: It can keep
costs and exposure limited until profitability is achieved.
Q: What does the
Optimize ad rotation setting do?
A: It allows the
AdWords system to show the better performing ad more often than lower
performing ads.
Q: You have a new
product line and want to allocate additional budge to promoting it. What’s the
best way to do this?
A: Create a
campaign with a separate daily budget to promote just the new product line.
Q: What can the
Opportunities tab be used to do?
A: Find keyword,
bid, and budget ideas to improve campaign performance.
Q: Why is it
important to monitor ad campaign performance?
A: In order to
determine if campaigns meet business marketing and conversion goals.
Q: What is one
benefit of not using a predetermined budget for AdWords advertising, compared
to radio, print, and TV advertising?
A: Online
campaigns are highly measurable and may be able to generate an automatic
positive ROI. As long as ROI remains positive, it can be strategic to capture
all traffic without a predetermined budget.
Q: Which budget
delivery method should you use to distribute ads evenly over the course of a
day?
A: Standard.
Q: True or False.
With the Accelerated delivery method of ads, ads are shown as frequently as
possible until the daily budget is spent.
A: True.
Q: With an ad
serving option set to Optimize, how will AdWords handle multiple variations of
text ads in the same Ad Group?
A: AdWords will
try to show the best performing ad more often than lower performing ads.
Ad
Extensions
Q: How are +1s
calculated for your ad and Google+ page when using the social extension on your
ads?
A: +1s from your
Google+ page show in the count that is visible on your ad.
Q: What can a
location extension do?
A: Assist nearby
customers in finding or calling your nearest location.
Q: With the
sitelinks extension set at both the campaign and Ad Group level, which ones
will be displayed?
A: The sitelinks
at the Ad Group level will be displayed.
Click-Through
Rate
Q: How does a low
CTR on the Display Network affect your Search Network Quality Score?
A: It doesn’t.
Your ad performance, including CTR, does not affect your rank for search ads. A
low CTR on the Display Network does not affect your Search Network Quality
Score.
Q: If you have a
keyword with a low CTR, what can you expect?
A: A lower Quality
Score on the Search Network.
Q: What is one way
you can increase CTRs?
A: Add negative
keywords to the ad group to reduce irrelevant impressions.
Conversions
Q: Why does a
lower Cost Per Acquisition (CPA) not indicate a higher profit?
A: A lower CPA may
be accompanied by lower sales volume, reducing overall profit.
Q: What can you
expect if you raise your bids?
A: More
conversions and a higher CPA, in general.
Q: What can you
expect if you lower your bids?
A: Fewer
conversions and a lower CPA, in general.
Bidding
Q: What is the maximum CPC?
A: The highest amount of money an advertiser is willing to pay for a click on their ad.
Q: What does Smart Pricing mean?
A: Google may automatically reduce your CPC bids on pages on the Display Network that are less likely to turn into an actionable business result.
Q: When is Cost Per Thousand Impressions (CPM) bidding not available?
A: If your campaign is opted in to the Search Network.
Q: What is the main goal of automatic Cost Per Click bidding?
A: To generate as many clicks as possible within the advertiser’s target budget.
Q: What is one effect using setting a daily budget lower than the recommended amount?
A: Ads will not show every time that a user searches for the keywords that could trigger the ad.
Q: What is important to keep in mind about manual Cost Per Click bidding?
A: The average profit derived from a paid click.
Q: Which bid methods are used for image ads on the Display Network?
A: CPM or CPC bids.
Q: When a CPM and CPC bid compete against each other, how does Google determine each ad’s position?
A: Google estimates how many clicks the ad might receive in 1000 impressions to get the comparison.
Q: What is Enhanced Cost Per Click?
A: A CPC bidding features to automatically bid more aggressively in auctions more likely to result in conversions.
Search Network
Q: What is the best bidding option for clients that want to spend the least amount of time setting and managing individual keyword bids?
A: Automatic Cost Per Click (CPC)
Q: What is the formula for ad rank on the Search Network?
A: Maximum Cost Per Click X Quality Score.
Q: How is advertising cost accrued on the Search Network:
A: Costs are accrued when someone clicks on an ad that is displayed on the Search Network.
Q: What is the formula for ranking keyword-targeted ads on the Search Network?
A: Maximum Cost Per Click x Quality Score.
Q: What effect do negative keywords have on Ad Groups in a Search Network campaign?
A: The ad will not show if the negative keyword appears in the user’s search query.
Q: What happens if a Search Network campaign consistently reaches its daily budget?
A: There will be missed potential ad impressions.
Q: True or False. You can pay for specific placement in top ad positions in the Search Network.
A: True.
Q: True or False: You can pay for specific placement in top positions in the natural search results.
A: False.
Q: How can Search Network marketing help you reach your advertising goals?
A: By acquiring potential qualified customers.
Q: What are the minimum requirements to run an ad on the Search Network?
A: Text ad, keyword list, and a default bid.
Q: How often does AdWords run an auction to determine which ads will be shown on the search results page?
A: An auction is run every time a user’s enters a search query.
Display
Network
Q: How does a low
CTR on the Display Network affect your Search Network Quality Score?
A: It doesn’t.
Your ad performance, including CTR, does not affect your rank for search ads. A
low CTR on the Display Network does not affect your Search Network Quality
Score.
Q: What effect
does using managed placements have on your campaign?
A: Your ads will
show on webpages, videos, games, RSS feeds, mobile sites, and apps that you
have specifically selected.
Q: What does Smart
Pricing mean?
A: Google may
automatically reduce your CPC bids on pages on the Display Network that are
less likely to turn into an actionable business result.
Q: What is the
effect of including both keywords and placements in an Ad Group on the Display
Network?
A: Your ads will
be restricted to only specific sites that you choose and webpages where the
content is relevant to the theme of the keywords.
Q: How does adding
placements to an Ad Group affect its Quality Score for the Search Network?
A: Placements are
used on the Display Network, so they do not affect Quality Score on the Search
Network.
Q: Should you use
plurals, misspellings, and other variants of words in Ad Groups in the Display
Network?
A: Since the
Display Network considers broad match only, plurals, misspellings, and other
variants are unnecessary.
Q: Which bid
methods are used for image ads on the Display Network?
A: CPM or CPC
bids.
Q: By including
keywords in an Ad Group, how does Google automatically determine where ads on
the Display Network might show?
A: Automatic
placements would be used to target sites by context whose content shares the
same themes as the keywords in the Ad Group.
Q: How do Managed
Placements work?
A: Advertisers can
manually specify which websites their ads appear on throughout the Display
Network.
Q: What is used to
determine Quality Score on the Display Network?
A: The quality of
the landing page.
Q: How can the
Contextual Targeting Tool help you?
A: It can show you
potential webpages where your ad can show up based on your keywords.
Keywords
Q: Why is it a bad
idea to duplicate keywords in multiple Ad Groups?
A: Keywords in
multiple ad groups compete against each other, and the keyword with the higher
performance will trigger the ad in that Ad Group to run.
Q: From which
AdWords tool can you get ideas for negative keyword and placement exclusions?
A: The placement
performance report.
Q: What is keyword
contextual targeting?
A: It is when
themes of keywords are matched by AdWords to relevant content on various
websites that run Google ads.
Q: For a direct
response campaign, which keywords should an advertise delete or consider not
using at all?
A: Keywords that
generate a lot of impressions with very few conversions.
Q: Under the new
match type policies, if you use the exact match keyword [red shoe], will your
ad appear for plurals and misspellings?
A: Yes. This is a
new change in Google AdWords policies.
Q: Does the
Display Network take into account match types like phrase and exact match?
A: No, the Display
Network uses only broad match.
Q: Why is it
important to group similar keywords together in an Ad Group?
A: To ensure that
the ads remain relevant to those keywords.
Q: What can you
use the Keyword Tool to do?
A: Find new
keywords for advertising campaigns.
Q: If you have a
keyword with a low CTR, what can you expect?
A: A lower Quality
Score on the Search Network.
Q: True or False.
Negative keywords can help you refine the targeting of your ads.
A: True.
Q: True or False.
Negative keywords can increase the CTR of ads.
A: True.
Q: Even with an unlimited
budget and a positive ROI, what can limit the amount of money you can invest in
a campaign?
A: The amount of
profitable traffic available for the keywords that your campaign is targeting.
Language
Q: How does the
AdWords system decide which ad language to target?
A: Language of ads
is determined by the language setting of the Google interface the client is
using.
Q: If someone in
Russia sets their language preference to English, will they see ads targeted to
people in Russia? Will their ads be in Russian or in English?
A: They will see
ads targeted to people located in Russia with the ads in English.
Q: What language
setting should you use to target a Spanish speaker in the United States?
A: Spanish.
Q: True or False.
In order to target Spanish speaking users with Spanish language ads in the
United States, adjust the language targeting settings.
A: True.
Location
Q: Where can an
advertiser change the location targeting of an ad?
A: Location
targeting is set at the campaign level.
Q: What is a
primary benefit of location targeting?
A: The ability to
target combinations of countries, territories, and regions.
Q: True or False.
Google can use the IP address of users to target ads based on location.
A: True.
My Client
Center
Q: What is one
benefit of My Client Center?
A: A dashboard
that provides summaries of different metrics for all of your clients’ accounts.
Q: What is the
primary function of the My Client Center account?
A: An umbrella
account for access to individual accounts with a single login.
Q: What is one way
to limit a user’s access to only a specific number of accounts in the MCC?
A: Create a new
MCC account linked to the original MCC account. Move the specified number of
accounts into that MCC and grant the user access to the sub-MCC account.
Mobile Ads
Q: How can you get
greater exposure on mobile devices?
A: Enable bid
adjustments and bid higher on mobile devices.
Quality
Score
Q: How does a low
CTR on the Display Network affect your Search Network Quality Score?
A: It doesn’t.
Your ad performance, including CTR, does not affect your rank for search ads. A
low CTR on the Display Network does not affect your Search Network Quality
Score.
Q: What is the
formula for ad rank on the Search Network?
A: Maximum Cost
Per Click X Quality Score.
Q: What are some
recommendations for increasing Quality Score for a keyword?
A: Edit the ad
associated with that keyword and directs users to a landing page that is very
relevant.
Q: What happens
when the Quality Score of a keyword is increased?
A: The ad may earn
a higher average position.
Q: When are
Quality Score and Ad Rank calculated?
A: Every time
someone conducts a search where your ad is eligible to appear.
Q: What does a
higher Quality Score typically lead to?
A: Lower costs and
higher ad positions.
Q: How often is
Quality Score evaluated?
A: Each time
someone does a search that triggers your ad.
Q: What is used to
determine Quality Score on the Display Network?
A: The quality of
the landing page.
Q: How does a low
CTR on the Display Network affect your Search Network Quality Score?
A: Ad performance
on the Display Network does not affect rank for Search Ads or Search Network
Quality Score.
Video Ads
Q: You want to pay
when a user views your video ad through a cost-per-view advertising model.
Which of Google’s services would be most appropriate?
A: TrueView video
formats would allow this model of payment through YouTube advertising.
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