Wednesday, April 8, 2020

Google Ads Search Certification

Google Ads Search Certification

Google Ads Search Certification Question & Answer
You're trying to improve an ad's perceived quality so it performs better during an ad auction.

1. What change would have the least-positive impact on an ad's quality?
·         Having a clear and simple landing page.
·         Creating ads likely to get clicks.
·         Raising the bid amount.
·         Creating ads that pertain to the keywords.

2. Wendy is setting up a Customer Match strategy to reach a list of prospective customers.

What must she provide?
·         A linked Google Analytics account
·         A Google remarketing tag
·         Conversion tracking
·         Customer relationship management data

3. Priya only has $500 a month to spend on her campaign, but she needs to drive as many potential customers as possible to her website.

What type of automated bidding strategy would be best for Priya's campaign?
·         Target return on ad spend (tROAS)
·         Maximize clicks
·         Enhanced cost-per-click (eCPC)
·         Target impression share

4. Sarah's Autos sells multiple automobile brands, showcasing used, pre-owned, and new vehicles. The company's advertising manager decides to configure a broad matching type for the keyword "automobile," in order to reach a broader group of potential visitors.

Which two user searches may generate the advertising manager's ad? (Choose two.)
Select All Correct Responses
·         Road
·         Bicycle
·         Automobile
·         Travel
·         Car

5. In-Market audiences would be suited to reach which user?
·         Someone with a qualified interest in mountaineering
·         Someone excited about a new movie release
·         Someone looking to purchase a new car
·         Someone researching the safety features of baby prams

6. Bernadette's in charge of marketing a new product in a highly competitive segment. She's planning to launch a Google Search campaign as part of her overall strategy.

What value can be recognized by launching a Google Search campaign?
·         Ads from Bernadette's campaign will appear in traditional media with related content.
·         Her business will have a competitive presence with similar businesses during searches.
·         Users will receive ads when physically near any of Bernadette's storefronts.
·         It will bring Bernadette's website better page rank.

7. Asam is learning about Google Ads Search. He wants to know why the marketer might use callout extensions.

For which activity are callout extensions beneficial?
·         Highlight key information and unique selling points of a business
·         Provide potential customers with the ability to call a business directly from an ad
·         Give potential customers the ability to contact a business via a text message
·         Allow users to navigate to specific pages directly from an ad

8. With Dynamic Search Ads, what does the advertiser provide?
·         A machine-learning algorithm
·         A list of search terms
·         A list of web pages
·         A headline

9. Google Ads was designed to help businesses achieve online success. To accomplish this, Google Ads was built on three core principles.

What are these principles?
·         Growth, reach, and traffic
·         Influence, awareness, and promotion
·         Relevance, control, and results
·         Sales, consideration, and integrity

10. Tomasz wants to use a Google Search Ads campaign to capture the attention of customers searching for camping equipment online.

What's a key benefit of a well-managed Google Search Ads campaign?
·         Ads appear intermixed with organic search results.
·         Ads send follow-up information to the potential customer.
·         Potential customers can search the ads for specific products.
·         Displayed ads are relevant to a potential customer's Google search.

11. You've seen great results from your Google Search campaigns when using Remarketing Lists for Search Ads. How might you amplify those results?
·         Use Similar Audiences to re-connect with past visitors to your site
·         Increase the size of your remarketing lists by decreasing the size of your Similar Audiences lists
·          Use Similar Audiences to find new visitors for your site
·         Removing Similar Audiences from Remarketing campaigns

12. Singh's marketing company has created an enticing ad that receives many clicks.

What effect will the ad likely have on the Google Ads auction?
·         The higher expected click-through rate will lead to a higher Ad Rank.
·         The advertiser will receive more bids in the auction.
·         The ad will lead to a higher cost-per-click for the advertiser.
·         The quality of the ad will ensure the ad's cost-per-click will be reduced by at least 40%.

13. Which statement is true about serving relevant ad extensions?
·         They prevent all irrelevant traffic from clicking on your ads.
·         They provide advertisers with additional insights within the search term report.
·         They encourage users to make more informed decisions and take action.
·         They generate new creative suggestions for both keywords and ads.

14. Marisol manages the online advertising campaigns for a chain of toy stores with both a physical and an online presence.

Which Google Ads campaign should Marisol use to show images of her products, advertise her company's online and local inventory of toys, and boost traffic to their website and local toy stores?
·         Video
·         Shopping
·         Display
·         Search

15. When should you use Remarketing Lists for Search Ads?
·         To identify loyal customers and expand the reach to those that resemble your customers
·         To reach out to new customers that share the behaviors and characteristics of your remarketing audience segments
·         To reach people, based on advanced demographic criteria
·         To reach people who have already engaged with your website in the past

16. Which is required for an ad to be served to a user?
·         The search terms must be unique to a company.
·         The keywords must be unique to only one campaign.
·         The keywords must be relevant to the search term.
·         The keywords must be listed in all ad groups for a company.

17. Francine is advertising her company's newest video-editing software and related products. She knows that best practice is to create 3-5 ads in each of her Search Ad groups.

Why does Google make this recommendation?
·         More ads in an ad group increase the chances of showing more than one ad per auction.
·         More ads in an ad group mean lower bounce rates for landing pages.
·         More ads in an ad group mean they receive a higher-quality score.
·         More ads in an ad group mean more options for success in an auction.

18. John's company makes a great product and customers are happy with their purchases. Unfortunately, few potential customers visit the company's website.

What are two ways that responsive search ads could help John's company reach more potential customers? (Choose two.)
Select All Correct Responses
·         With machine learning making the decisions, responsive ads are given preferential treatment by the system in every auction.
·         With multiple headlines and description options, responsive ads can compete in more auctions for a wider range of search terms.
·         With lower costs-per-click, advertisers using responsive ads can afford to be in more daily auctions.
·         With higher the per-sale transaction returns, responsive ads increase the working budget for an

19. Brenda's working on improving a Google Search Ad's quality score so it potentially gets a better ad rank and performs better in the ad auction.

What change to Brenda's ad might improve the Ad Rank?
·         Using colors in the message text to improve the Quality Score.
·         Incorporating an image to make the ad more enticing.
·         Making the headline bold to potentially improve the eCTR.
·         Adding seasonal messaging during the holiday season.

20. Clara is an advertising director who has been tasked with optimizing her company's Google Search campaign.

How can Clara use the optimization score to benefit her campaign?
·         To judge the popularity of her website compared to others
·         To find how close her campaign is from potential ideal results
·         To compare the efficacy of her ad text creative with that of other ads
·         To understand the network performance of her website

21. How is using non-last-click attribution conversions useful for Performance Planner forecasts?
·         To identify the most profitable location targeting
·         To find growth opportunities regarding device targeting
·         To allocate budgets that drive incremental conversions
·         To take advantage of seasonal trends throughout the year

22. What does layering an Affinity audience with a broad keyword targeting campaign help you do?
·         Reach people who have been identified as being in the mindset to buy
·         Ensure your ads are only seen by people who have demonstrated a qualified interest in your service and/or product(s)
·         Find new customers that share the behaviors and characteristics of your marketing audience segments
·         Reach people based on specific demographics such as marital and education status

23. When creating an ad, how does Greg know what it will look like to his potential customers?
·         Greg can see previews of all his ads by logging into his Google My Business account and choosing the Preview tab.
·         As he types in his URL, headline, and description, a preview of the mobile and desktop versions of his ad will appear.
·         Google provides examples of desktop ads using the keywords selected in the campaign to create a generic preview.
·         Greg must type in the specific keywords he's targeting once his ad has been approved, then view it in a browser.

24. How can Performance Planner serve your business?
·         By determining which of Google's ads are most appropriate for your brand
·         By teaching your employees the fundamentals of personal budgeting
·         By finding areas of your total budget that could contribute to marketing
·         By optimizing your ad budget for maximum growth

25. What is one of the reasons why an advertiser should consider using Performance Planner on a monthly basis?
·         Google Ads are updated automatically
·         Click-through rate averages require planning
·         Auctions fluctuate all the time
·         A / B testing

26. Your company provides home-maintenance services, and you want to reach more potential customers. You have a limited budget to work with.

Why is Google Ads right for you?
·         With Google Ads, you always pay using cost-per-reach, predetermined by your budget.
·         Machine models automatically determine your advertising budget.
·         Your ads will be placed on all search engines.
·         You can set your own budget and can change it at any time.

27. Jimmy sells televisions on his website. He notices he's getting traffic from searches for a brand, he doesn't carry and sets up a negative keyword for that brand.

How does the negative keyword help Jimmy's advertising campaign?
·         His ads won't be shown to users searching for the uncarried brand.
·         Common misspellings and synonyms of his keywords will still allow his ads to be shown.
·         Jimmy's ads will appear at a lower rate when users search for the television brand.
·         Ads for Jimmy's business will be shown to the widest possible audience.

28. Tara is using Search Audiences to reach her most valuable customers.

Which direct benefit might she obtain by using the Search Audience?
·         Learning granular insights regarding her search network performance
·         Receiving automatically-generated keyword and ad content suggestions
·         Delivering a customized message to the right user at the correct bid
·         Getting suggestions on the best-automated bid strategies for her campaigns

29. Google Ads offers a variety of campaign types that determine where your ad will appear and the format in which it will be displayed.

What are the available campaign types?
·         Search, Print, TV, Shopping, and App
·         Search, Display, Video, Shopping, and App
·         Social, Video, App, Audio, and Shopping Ads
·         Search, Display, Video, Print, and App

30. Reggie manages the online marketing campaigns for a vitamin and supplement store. He launched a Google Search campaign and chose website traffic as his campaign marketing goal.

Which outcome is Reggie expecting from the campaign?
·         E-mail sign-ups from people interested in a healthy lifestyle.
·         More followers on the store's social media presence.
·         More online sales through Reggie's online store.
·         Getting more customers to learn about his products.

31. What are two ways Dynamic Search Ads brings value to an advertising campaign? (Choose two.)
Select All Correct Responses
·         It finds traffic an advertiser might miss.
·         It promotes advertising on social media platforms.
·         It creates new ads automatically.
·         It reduces the needed advertising budget.
·         It allows for greater control over keywords.

32. Bob's electronics company is launching a new television called UltraView1000. Bob decides to use a broad match in his Search Ads campaign with the keyword "television."

How will broad match benefit Bob's campaign?
·         Bob's ad will appear if the search terms only contain his brand of television, UtraView1000.
·         Bob's ad will only appear if the search term is exactly "television" with additional words before and after.
·         Bob's ad will only appear if the search terms contain the exact keyword, "television."
·         Bob's ad will appear if search terms contain some variation of his keyword, such as "TV."

33. Trina is using automated bidding as part of her Google Ads Search bidding strategy.

Why might she prefer automated bidding?
·         Machine learning helps her set the appropriate bid for each and every auction.
·         Location targeting isn't decided by machine learning.
·         Machine learning will choose the keywords used to serve her ads to users.
·         Machine learning will choose an ad schedule for campaigns without her input.

34. Ideally, what's the minimum number of values you should aim for per header when using structured snippet extensions?
·         4
·         3
·         5
·         6

35. What ad extension is only available as a fully automated ad extension?
·         App extension
·         Seller rating extension
·         Price extension
·         Message extension

36. When creating a text ad for the Search Network, advertisers will need to include three distinct components. These include the headline and the URL.

What else must the advertiser include?
·         The description
·         The site tag
·         The analytics
·         The landing page

37. Silly Sayings is seeing a lot of website traffic, but the company wants to generate more qualified leads. They're interested in trying ad extensions to see if they can increase the number of qualified leads they receive.

In what way can ad extensions assist companies such as Silly Sayings in generating more qualified leads?
·         By providing users with relevant information up-front.
·         By attracting users with creative assets.
·         By presenting users with catalog options for a product.
·         By dynamically using negative keywords, based on a user's website content.

38. Siona needs to make sure her ads are getting a minimum number of impressions on the top of the page.

What type of automated bidding strategy is Siona using?
·         Target impression share
·         Target return on ad spend (tROAS)
·         Target cost-per-acquisition (tCPA)
·         Maximize clicks

39. Marta's online store sells accessories for a widely used smartphone, and her current customer base shares a number of relevant characteristics. She believes she'll have her best return on investment by narrowing her Google Search campaign audience.

Which two Google Search campaign settings can be configured to reach more specific customers? (Choose two.)
Select All Correct Responses
·         Budget
·         Location
·         Budget type
·         Web browser
·         Device type

40. Steven is an advertising executive at a large auto parts company. He uses his Google Ads Recommendations page to help him with strategies to optimize his Google Search Ads campaigns.

One reason Steven values the optimization score is that it makes it possible for him to do what?
·         Receive information on general trends
·         Apply recommendations across multiple layers of his advertising strategy
·         Make use of the expanded daily update frequency
·         Stay focused on certain keywords

41. What's the maximum number of ad extensions that can show for a particular query or device at any given time?
·         1
·         2
·         4
·         3

42. Mario is working on a text ad that will run on the Google Search Network. He filled in each component with the necessary information.

What component asked Mario to highlight unique details about his product and limited the number of characters he could use to two fields of 90 characters?
·         The banner component
·         The headline component
·         The description component
·         The URL component

43. What is one way that Performance Planner helps businesses increase sales?
·         By maximizing the number of conversions for a spend scenario
·         By relying on customer feedback for optimal ad placement
·         By providing a discount on all ads after purchasing a license
·         By choosing ad types that your target demographic finds most appealing

44. Carlton runs an adventure excursion company in South America. He'd like to increase the number of people booking tours.

Which activity will lead potential customers to Carlton's company through Google Search ads?
·         Researching South American holiday destinations online.
·         Looking up passport rules for South America.
·         Browsing an adventure activities website.
·         Watching an online video about South America.

45. Ben is currently managing a campaign that has a total investment of $7,000, generates 1,400 conversions and has a CPA (cost-per-acquisition) of $5. Ben needs to sell excess inventory. To meet this goal, he's willing to increase his CPA and campaign investment.

Which of the following plans, built in the Performance Planner, will assist Ben in achieving his marketing goal of selling excess inventory?
·         An investment of $9,800 to generate 1,400 conversions and a CPA of $7
·         An investment of $8,400 to generate 1,400 conversions and a CPA of $6
·         An investment of $9,600 to generate 1,600 conversions with a CPA of $6
·         An investment of $9,100 to generate 1,300 conversions and a CPA of $7

46. How does automating your bid contribute to a successful Google Ads campaign?
·         Automated bidding uses machine learning to algorithmically help you set the appropriate bid for each and every auction.
·         Cross-referencing data with context to establish intent and set the appropriate bid is a simple and direct tasks.
·         Automated bidding's algorithms integrate a minimum number of signals to evaluate user intent.
·         The customer the journey has become more direct, so setting bids should be based on general user behavior.

47. What is a valid recommendation that the Performance Planner can provide?
·         Set a specific target CPA (cost-per-acquisition)
·         Apply specific bid adjustments to device and location targeting
·         Add a themed group of negative keywords
·         Create alternative versions of best-performing ad variations

48. Rina notices that her ad's average cost per click (CPC) is significantly higher than the industry benchmark. But she's not seeing improvements in her ad's position.

What can she do to potentially get a higher ad position?
·         Improve the ad's quality score.
·         Match the bid to an industry benchmark.
·         Decrease the number of ad groups.
·         Increase the number of ad groups.

49. An advertising executive takes over a Google Search ads campaign. On his Google Ads Recommendations page he notes that the campaign's optimization score is 40%.

What does this score indicate?
·         The campaign is 60% less optimal than other company campaigns.
·         The campaign is running 40% over budget.
·         The campaign is 40% optimized for the given keywords chosen by the previous campaign manager.
·         The campaign could be improved by 60% if the listed recommendations are followed.

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