In order to differentiate ads from the ads of competitors, advertisers creating text ads should:
  • use exclamation points and capital letters.
  • include prices, promotions and a call-to-action.
  • mention competitor offers and prices.
  • use special characters, such as asterisks or hashes.
  • The correct answer is:
  • include prices, promotions and a call-to-action.  


  • 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.
  • Search for each location in the search tab of location settings.
  • Select "bulk locations" in the advanced search section of a campaign's location settings.
  • Add locations as keywords to the campaign.
  • The correct answer is:
  • Select "bulk locations" in the advanced search section of a campaign's location settings.  


  • 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 homepage that displays all five types of flowers
  • The "Contact Us" page of the site
  • The page on the site where users can register as "frequent shoppers"
  • The page on the site that displays only roses
  • The correct answer is:
  • The page on the site that displays only roses 


  • A new city centre cafe would like to run an "afternoon espresso" promotion to increase sales during the afternoon hours on weekdays. Which Adwords feature is most effective for preventing their search ads from appearing at night or no weekends?
  • Keyword Planner
  • Managed placements
  • Automatic bidding
  • Custom ad scheduling
  • The correct answer is:
  • Custom ad scheduling 


  • 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-mached keyword in the account, "gardening books". in this example, how would the ad's headline be displayed?
  • Buy Gardening Books
  • Buy keyword books
  • Buy Books
  • Buy flower books
  • The correct answer is:
  • Buy Gardening Books 


  • Which Adwords feature is compatible with Conversion Optimiser?
  • Advanced Ad Scheduling
  • Ad Extensions
  • Enhanced CPC
  • Separate Display Network
  • The correct answer is:
  • Enhanced CPC 


  • You are CEO of s small e-commerce shop and your team is debating Adwords performance metrics to maximize profit. Budget is unlimited as long as ROI is positive. Whose recommendations most effectively position you for maximum profit?
  • Lou: "We get a CPA of €15 on our e-mail campaign. Let's meet or beat that benchmark accross all marketing plataforms".
  • Pete:"Let's start by verifying our campaign is profitable, then test different CPA targets to fin wich maximises total profit."
  • Jane: "A €15 CPA is okay, but if we could get it down to @euro;10 that could give us more profit per customer."
  • Joe:"An MBAclass once suggeted ad-spend should always be 9% of revenue. Let's use that as our target ROI"
  • The correct answer is:
  • Pete:"Let's start by verifying our campaign is profitable, then test different CPA targets to fin wich maximises total profit." 


  • Which is the most appropriate action to take when a keyword is below the "first page bid estimate" listed in the Status column of the Keywords tab?
  • Change the match-type of the keyword to Exact.
  • Consider increasing the bid or editing the keyword to improve Quality Score.
  • Always increase the keyword bid to the "first page bid estimate".
  • Delete the keyword from all instances in the account.
  • The correct answer is:
  • Always increase the keyword bid to the "first page bid estimate". 


  • If the query "Seattle plumbers" is entered into Google, Google will use the location term that is part of the query to show ads:
  • that have included "Seattle" as an exact match in keyword lists.
  • to that user based on IP(Internet Protocol) address.
  • targeted to Seatle, regardless of the user's location as long as they are in the us.
  • targeted to areas surrounding the city of Seatle.
  • The correct answer is:
  • targeted to Seatle, regardless of the user's location as long as they are in the us. 


  • An ad group contains the phrase-matched keyword "undervater camera". Which search query may trigger an ad in this ad group to display?
  • Camera for use underwater
  • Underwater camera case
  • Affordable underwater digital camera
  • Water-proof camera
  • The correct answer is:
  • Underwater camera case 


  • Exact Match Impression Share metrics:
  • are available both Search and Display Network campaigns.
  • calculate impression share ar if all keywords were set to exact match.
  • summarise impression share statistics for all keywords currently set to exact match.
  • are only available at the account level.
  • The correct answer is:
  • calculate impression share ar if all keywords were set to exact match. 


  • Which allows advertisers to automate Adwords reporting and campaign management?
  • Execution of multiple reporting tasks from multiple computers.
  • Execution of repetitive Dara Minining Extension(DMX) queries.
  • Use of and Adwords Application Programming interface(API) web service.
  • Use of Structured Query Language(SQL) server reporting Services.
  • The correct answer is:
  • Use of and Adwords Application Programming interface(API) web service. 


  • An advertiser attempts to enable Conversion Optimiser but the feature is not available in the account. Which is the most likely reason?
  • The advertiser has fewer than 15 conversions in the last 30 days.
  • The advertiser's campaign targets the Google Display Network only.
  • The advertiser's daily budget is not set to the recommended amount.
  • The advertiser advertises a service rather than a product.
  • The correct answer is:
  • The advertiser has fewer than 15 conversions in the last 30 days. 


  • Business listing in Google Places can be:
  • entered into their own ad auction.
  • physical locations or mobile applications.
  • location extension in Adwords.
  • Conversions in Adwords.
  • The correct answer is:
  • location extension in Adwords. 


  • You are tracking conversion in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which of the following is the most likely result?
  • Receive more conversions while paying more on average per conversion
  • Receive fewer conversions while paying less on average per conversion.
  • Receive fewer conversions while paying more on average conversion.
  • Receive more conversions while paying less average per conversion.
  • The correct answer is:
  • Receive more conversions while paying more on average per conversion 


  • Intergalactic Teleportation Inc uses Adwords to generate leads for their sales team. Leads are tracked by Conversion Tracking viar Contact Sales form. The sales team converts 10% of leads into deals. For each deal an additional 15% of business is gained from word-of-mouth. Wich formula best describes value-per-conversion?
  • (Average deal value)*(0.15)
  • (Average deal value)*(10%)*(115%)
  • (Average deal value)*(10%)/(115%)
  • (Average deal value)*(10%)*(15%)
  • The correct answer is:
  • (Average deal value)*(10%)*(115%) 


  • Adwords Campaign Experiments allow you to...
  • Receive written feedback from uers based on their experience on your site.
  • Request a formal analysis from Google's Campaign Experiments team isolates the effect of online advertisements on offline purchases.
  • Automate different images and text on your site to understand what converts most effectively.
  • Test changes to your accounts for a portion of the auctions that your ads participate in.
  • The correct answer is:
  • Test changes to your accounts for a portion of the auctions that your ads participate in. 


  • An advertiser who works for a large company wants to make frequent, specific change to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?
  • Adwords Application Programming Interface(API).
  • Automatic cost-per-click(CPC) bidding
  • My Client Centre(MCC)
  • Adwords Editor
  • The correct answer is:
  • Adwords Application Programming Interface(API). 


  • Assuming default cookie expiry timing, a conversion(1-per-click) is recorded when:
  • a user clicks an Adwords ad.
  • multiple conversion result from a single Adwords ad click.
  • a user visits a website within 30 days of clicking an Adwords ad.
  • a single conversion is made within 30 days following ad Adwords ad click.
  • The correct answer is:
  • a user visits a website within 30 days of clicking an Adwords ad. 


  • How might an advertiser compare, over time, two campaign metrics such as "cost-per-conversion" and "cost"?
  • Search the account for keywords with high average cost-per-click(CPC) bids.
  • Run an impression share report and select to display the two metrics.
  • Filter all keywords with an average position greater than three.
  • Select the two metrics in "Graph options" on the Campaigns tab.
  • The correct answer is:
  • Run an impression share report and select to display the two metrics. 


  • Advertisers who check web server logs may find that their ads received multiple clicks from a single Internet Protocol(IP) address. This could be result of:
  • query parsing being used to show geo-targeted ads to users in a different city.
  • incorrect IP address information filtered from Google Analytics.
  • duplicate keywords added to multiple ad group in on campaign.
  • Internet Service Providers(ISPs) who assign the same IP address to multiple users.
  • The correct answer is:
  • incorrect IP address information filtered from Google Analytics. 


  • An advertiser notices that clicks have suddenly increased and is concerned that they might be due to invalid activity. What is the first thing the advertiser should do to investigate this situation?
  • Submit an invalid clicks report to the Google AdWords team.
  • Submit new ad text variations for review.
  • Look at click patterns over time and rule out legimate reasons for increased activity.
  • Pause the affected campaign until an invalid clicks investigation is complete.
  • The correct answer is:
  • Pause the affected campaign until an invalid clicks investigation is complete. 


  • Which can be specified at the campaign level?
  • Billing preferences
  • Ad text
  • Destination URLs
  • Network distribution
  • The correct answer is:
  • Network distribution 


  • One factor that the AdWords System uses to calculate an ad's actual cost-per-clcik(CPC) is the:
  • location targeting of the ad showing on position lower on the page.
  • Ad Rank 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.
  • cost-per-thousand impressions(CPM) of the ad showing one position lower on the page.
  • The correct answer is:
  • actual cost-per-click(CPC) of the ad showing one position lower on the page. 


  • Jane's 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 Jane´s profit-per-conversion before advertising expenses?
  • (Avg CPC)*(Conversion Rate)
  • (Avg Revenue per Order)*(Profit Margin)
  • (Total profit)/(Total Revenue)
  • (Avg Profit per Order)*(Conversion Rate)
  • The correct answer is:
  • (Avg Profit per Order)*(Conversion Rate) 


  • To improve the performance of an ad group on the Search Network advertisers should create ad groups containing:
  • at least 50 keywords.
  • managed placements and keywords.
  • keywords that are also included in the ad text.
  • Destination URLs set at the ad group level.
  • The correct answer is:
  • keywords that are also included in the ad text. 


  • A high Quality Score can:
  • be achieved with an increase in bid.
  • improve an ad's position.
  • be assigened to negative keywords.
  • prevent an ad from being served.
  • The correct answer is:
  • improve an ad's position.  


  • 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:
  • highest Ad Rank
  • best Quality Score.
  • most histoical data in the account.
  • higest maximum cost-per-click(CPC) bid.
  • The correct answer is:
  • highest Ad Rank 


  • You can add a '+' modifier in front of broad match keywords to...
  • override negative keywords with an explicit positive keyword.
  • specify that certain words must be included in someone's search term to trigger your ads.
  • only trigger ads when the Google+ social extension is available.
  • indicate that this keyword should be dynamically inserted into your ad text.
  • The correct answer is:
  • specify that certain words must be included in someone's search term to trigger your ads. 


  • What is a benefit of using the Adwords Application Programming Interface(API)
  • Advertisers can make dynamic changes to their Adwords accounts at scale.
  • Advertisers can log into the Adwords account to upload changes.
  • Programming skills are not necessary.
  • Programmers benefits from third-party coding support.
  • The correct answer is:
  • Advertisers can make dynamic changes to their Adwords accounts at scale. 


  • 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 product pafe for a desktop computer
  • A category page containing a variety of laptop computers
  • An electronic store's homepage
  • A category page containing both laptop and desktop computers
  • The correct answer is:
  • A category page containing a variety of laptop computers 


  • How should advertisers use their websites to help them structure their accounts?
  • Organise ad groups adn campaigns to reflect the layout of the website.
  • Organise keywords to cover each word represented on the website.
  • Add the headings from the website as keywords across campaigns.
  • Add the website'URL as a keyword to each ad group.
  • The correct answer is:
  • Organise ad groups adn campaigns to reflect the layout of the website. 


  • How does Conversion Optimiser use an advertiser's cost-per-acquisition(CPA) bid to determine the optimal equivalent cost-per-click(CPC) bid for each auction?
  • The actual CPC bid si based on current max CPC settings.
  • The CPC bid is one tenth of the CPA bid by default.
  • The CPA bid is the highest that the system will allow the CPC bid to reach.
  • The CPA bid is multiplied by the predicted conversion rate.
  • The correct answer is:
  • The actual CPC bid si based on current max CPC settings. 


  • An advertiser selling ant-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?
  • Automate everything in a single campaign with the Branding and ROI optimiser.
  • 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.
  • Run everything in a single campaign, allocating the set marketing budget to it.
  • The correct answer is:
  • Divide the marketing budget between Search and Display and run two separate campaigns. 


  • You're 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/month for Basic service and £20/month for Pro. Which formula best describes their average lifetime customer value across all service offerings?
  • (10*20)*(Total monthly conversions)/(Total customer count)
  • (10)*(%Basic customers)+(20)*(% Pro customers)
  • (10)*(% Basic customers)*(Basic average lifetime in months)+(20)*(% Pro customers)* (Pro average lifetime in months)
  • (10+20)*(% Basic customers)*(Basic average lifetime in months)/ (20)*(% Pro customers)*(Pro average lifetime in months)
  • The correct answer is:
  • (10)*(%Basic customers)+(20)*(% Pro customers) 


  • Where on an e-commerce website should an advertiser install the Adwords conversion tracking code?
  • Website homepage
  • Confirmation page after a purchase
  • Landing page of an ad
  • Shopping basket header
  • The correct answer is:
  • Confirmation page after a purchase 


  • In a Reach and Frequency report, "Frequency" is defined as the:
  • total number of ad impressions.
  • average number of times that an ad appears on a single web page.
  • the average number of times a unique user sees an ad over a given time period.
  • average number of times a video ad is played by user.
  • The correct answer is:
  • the average number of times a unique user sees an ad over a given time period. 


  • The IP Exclusion tool allows advertisers to:
  • obtain IP addresses of competitors.
  • discover IP addresses of competitors.
  • prevent specific IP addresses from seeing their ads.
  • determine which IP addresses have seen ads.
  • The correct answer is:
  • prevent specific IP addresses from seeing their ads. 


  • You're an independent consultant selling an e-book that you wrote about Seach Engine Marketing for £50. You have campaign across multiple online advertising platforms: Search networks, display networks & other advertising networks. Which approach to CPA targets and budget is best suited to maximise your total profit?
  • Predetermined budget to be divided across all platforms. Allocate the most budget to the platforms with the lowest CPA.
  • Predetermined budget to bd divided equally across all platforms. Minimise CPA on all platforms.
  • Unlimited budget on all platforms where ROI is positive. Use a single CPA target for all channels which match the channel with the lowest CPA.
  • Unlimited budget on all platforms where ROI is positive. Find a different CPA for each platform which maximises profit on costs, sales volume & contribution to overall marketing campaign.
  • The correct answer is:
  • Predetermined budget to be divided across all platforms. Allocate the most budget to the platforms with the lowest CPA. 


  • 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 un an attempt to increase CTR and maintain relevant website traffic?
  • Redesign the landing page to create a better experience for users.
  • Edit the ad text to include a more relevant Destination URL.
  • Use keyword matching options to help remove irrelevant searches.
  • Upgrade to a faster web server to reduce page load time.
  • The correct answer is:
  • Use keyword matching options to help remove irrelevant searches. 


  • Which is a recommended best practice when creating a new mobile-preferred ad creative?
  • Integrate mobile Flash video ads
  • Use exact match keywords only
  • Target Search Network only
  • Use a mobile-optimised landing page
  • The correct answer is:
  • Use a mobile-optimised landing page 


  • What information does the Conversion Optimizer need in order to find the optimal cost-per-click(CPC) bid for and ad each time the ad is eligible to appear?
  • Historical conversion data
  • Manual bid changes
  • Test conversions
  • Forecast data
  • The correct answer is:
  • Historical conversion data 


  • Which approach to bidding is best suited to maximize profit?
  • Balance CPA and number of conversions
  • Maximise conversions
  • Minimize CPA
  • Maximize ROI as a percentage
  • The correct answer is:
  • Balance CPA and number of conversions 


  • How could an advertiser determine the most profitable keywords within a campaign?
  • Compare the total clicks to total conversions for each keyword in the account.
  • Identify the keywords with the lowest "first page bid estimates".
  • Compare the costs accrued by each keyword with the conversion data for that keyword.
  • Identify the keywords with the highest click-through rates(CTRs).
  • The correct answer is:
  • Compare the costs accrued by each keyword with the conversion data for that keyword. 


  • How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts?
  • Add a customised column for "queries" on the keywords tab.
  • Select "keyword details" on the keywords tab.
  • Use the Ad Preview and Diagnosis Tool on the Tools and Analysis tab.
  • Review "Automatic placements" on the Display Network tab.
  • The correct answer is:
  • Select "keyword details" on the keywords tab. 


  • Each of the following are benefits you'd expect from Product Listing Ads except....
  • Better qualified leads
  • Automatically produced video commercials
  • Ease of targeting without needing keywords
  • More traffic and leads
  • The correct answer is:
  • Automatically produced video commercials 


  • In ad AdWords account, which statistic is viewable for each ad group?
  • Performance by Internet Protocol(IP) address
  • Percentage of impressions blocked by negative keywords
  • Purchase funnel abandonment by step
  • Average cost-per-click(CPC)
  • The correct answer is:
  • Average cost-per-click(CPC) 


  • Which is the next stage of detection in a Adwords account, if Google's automatic filtering system does not successfully remove all potentially invalid clicks?
  • Advertiser reports suspicious activity in the account
  • Third-party analysis of advertiser's web server logs data
  • Alert from the AdSense team publisher suspension
  • Proactive offline analysis by the Google Ad Traffic Quality Team
  • The correct answer is:
  • Proactive offline analysis by the Google Ad Traffic Quality Team 


  • At which level of an AdWords account can an advertiser make changes to network and location targeting settings?
  • Account
  • Ad group
  • Keyword
  • Campaign
  • The correct answer is:
  • Campaign 


  • Which is a benefit of using AdWords Editor?
  • Multiple users can make changes to Account Preferences.
  • Users with My Client Centre(MCC) Reports Access can make edits to an account.
  • Multiple users can share archives and proposals for an account.
  • Conflicts from changes imported through a file don't need to be resolved before posting.
  • The correct answer is:
  • Multiple users can share archives and proposals for an account. 


  • An advertiser in Canada wants to view ads as they would appear to users in Mexico. Which tool should advertiser use to accomplish this goal?
  • Placement Tool
  • Traffic Estimator
  • Search-based Keyword Tool
  • Ad Preview and Diagnosis Tool
  • The correct answer is:
  • Ad Preview and Diagnosis Tool 


  • 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?
  • Change keyword match types from exact to phrase match.
  • Make changes to improve the components of Quality Score(expected click-through rate, ad relevance and landing page experience).
  • Lower bids on keywords with high click-through rates(CTRs).
  • Review Impression Share report data identify missed opportunities.
  • The correct answer is:
  • Make changes to improve the components of Quality Score(expected click-through rate, ad relevance and landing page experience). 


  • Which determines a keyword's click-through rate(CTR)?
  • Number of impressions divided by the number of clicks
  • number of clicks divided by number of impressions
  • Number of impressions divided by average position
  • Number of clicks accrued per day
  • The correct answer is:
  • number of clicks divided by number of impressions 


  • Which feature distinguishes location extensions from regional and customised campaign targeting?
  • Customised campaign targeting is required in order to enable location extension.
  • Customised campaign targeting determine which address appears below the ad.
  • Location extension will appear when an advertiser has targeted a specific region or location.
  • Location extension will appear when a user located near the advertised business searches on relevant terms.
  • The correct answer is:
  • Location extension will appear when a user located near the advertised business searches on relevant terms. 


  • 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:
  • "Keywords details" section of the keywords tab.
  • Ads tab of a specific ad group.
  • "Tools" menu on the Opportunities tab.
  • Ad Extensions tab.
  • The correct answer is:
  • "Keywords details" section of the keywords tab. 


  • On which tab can advertisers see credits for invalid clicks within their Adwords accounts?
  • Billing
  • Opportunities
  • Campaigns
  • My account
  • The correct answer is:
  • Billing 


  • The purpose of a developer or authentication token is to track:
  • AdWords applications.
  • Application Programming Interface(API) usage.
  • Application Programming Interface(API) access by application.
  • AdWords usage.
  • The correct answer is:
  • Application Programming Interface(API) access by application.  


  • Automatic cost-per-click(CPC) bidding attempts to get advertisers the most:
  • clicks for their daily budget.
  • conversion based on their conversion goals.
  • impressions in their preferred position range.
  • impressions for their daily budget.
  • The correct answer is:
  • clicks for their daily budget.  


  • What kind of click volume increase likely to be immediately filtered from an AdWords campaign?
  • Automated clicks.
  • Improvement in an ad's position.
  • A related press release.
  • "Peak season" of a product or service.
  • The correct answer is:
  • Automated clicks. 


  • Dynamic search ads would be most helpful for...
  • Campaigns that need to reduce exposure on competitive keywords.
  • Moving an ad's position dynamically in whatever direction a user's eyes are looking.
  • A local restaurant with a dynamically changing menu that offers fresh new entrees every few months.
  • Websites with hundreds of thousands of products, services or listings that frequently change.
  • The correct answer is:
  • Websites with hundreds of thousands of products, services or listings that frequently change. 


  • In a Reach and frequency report, "Reach" is defined as the:
  • geographic locations in which an ad is served.
  • an estimate of the number of users within a selected location target, based on unique cookies.
  • distance between a user exposed to an ad and the business locations of the advertiser.
  • demographic populations to wich an ad is served.
  • The correct answer is:
  • an estimate of the number of users within a selected location target, based on unique cookies. 


  • An advertiser who sells laptop computers only wants to reach consumers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:
  • phrase match keywords such as "laptop" or "computer".
  • negative match keywords such as -buy or - purchase.
  • exact match keywords such as [rate],[review] or [compare].
  • negative match keywords such as -review or comparison.
  • The correct answer is:
  • negative match keywords such as -review or comparison. 


  • One reason for using Conversion Optimiser is to:
  • generate more clicks than manual bidding would generate.
  • maximise ad exposure.
  • dynamically manage ad position.
  • avoid unprofitable clicks.
  • The correct answer is:
  • generate more clicks than manual bidding would generate. 


  • 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.
  • Click-to-call ads are priced by the minute based on the call's duration.
  • Prices are negotiated in advance with discounts for bulk purchases.
  • The costs is the same as a standard click on the ad.
  • The correct answer is:
  • The costs is the same as a standard click on the ad. 


  • An advertiser targeting only France determines that clicks have received from users in Switzerland. Why might clicks outside the target location occur?
  • Users in Switzerland are searching on Google's France domain.
  • Users globally are searching Google from mobile phones.
  • French users are visiting Switzerland and searching Google.
  • French users were looking at Swiss sites that show Google display ads.
  • The correct answer is:
  • Users in Switzerland are searching on Google's France domain. 


  • Given four Search campaigns that run out of daily budget, three can likely benefit from bidding or budget changes. Which is most likely configured effectively as is?
  • Profitable campaign, missing additional profitable conversions when budget limits exposure.
  • Unprofitable campaign, planning to scale up exposure if profitability can be achieved.
  • Branding campaign with set marketing budget, prioritising current ad position over more clicks.
  • Branding campaign with set marketing budget, prioritising more clicks over current ad position.
  • The correct answer is:
  • Profitable campaign, missing additional profitable conversions when budget limits exposure. 


  • You're gaining a reputation as a true wizard of AdWords and just won a multimillion 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 minimise CPA. How can you most effectively meet their goals?
  • Explain that all three objectives contradict other and the trade-offs at risk. Understand the client's priorities and adopt a bidding strategy with minimal contradictions.
  • Set bids that simultaneously optimise profit, position and CPA to the perfect point.
  • Set bids that minimise CPA within the top 3 positions, but explain that profit can't effectively be optimised simultaneously.
  • Set bids that minimise CPA while maximising profit, but explain that position can't effectively be optimised simultaneously.
  • The correct answer is:
  • Explain that all three objectives contradict other and the trade-offs at risk. Understand the client's priorities and adopt a bidding strategy with minimal contradictions. 


  • An advertiser's ad is not appearing in the Ad Preview and Diagnosis Tool when exact keywords are queried. Which action would help the advertiser to determine why the ad is not showing?
  • Run a keyword diagnosis for the keyword in question.
  • View the Search Query Performance Report to determine the root cause.
  • Use the keyword Tool to include more variations of a given keyword.
  • Perform Google searches on the same keywords to build data points.
  • The correct answer is:
  • Run a keyword diagnosis for the keyword in question. 


  • What is the definition of actual cost-per-click(CPC)?
  • The CPC according to a price list, which is then updated daily.
  • 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 correct answer is:
  • The least possible CPC the advertiser needs to pay to maintain an achieved position. 


  • 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.
  • Use at least five keywords from the ad group directly in the ad text.
  • Include no more than one ad text per ad group.
  • Include words like "find" and "search" in the ad text.
  • The correct answer is:
  • Use account statistics and reports to monitor ad performance.  


  • An advertiser implements Conversion Optimiser and notices Campaigns that are receiving fewer conversions than before the tool was implemented. Which action should the advertiser take to increase the number of conversions received?
  • Increase the maximum cost-per-acquistion(CPA) bid.
  • Narrow location targeting settings.
  • Set campaign budget to a 30-day cycle.
  • Opt out of the Google Display Network.
  • The correct answer is:
  • Increase the maximum cost-per-acquistion(CPA) bid. 


  • An advertiser can apply mobile adjustments at which of the following levels?
  • Campaign level
  • Ad level
  • Keyword level
  • Account level
  • The correct answer is:
  • Campaign level 


  • 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.
  • The edited ad has a lower conversion rate after the changes were made.
  • The advertiser's landing page is down for maintenance.
  • The edited ad is less relevant to the keyword within the ad group.
  • The correct answer is:
  • The Quality Score for the account was reset after the ad was edited. 


  • What can be learned from a Search Funnel?
  • Budget usage for all Search Campaigns, including budget limitations and opportunities for more traffic.
  • The series of steps a customer takes before completing a conversion, including information on ads, clicks and other elements of your campaign.
  • The number of searches completed during a give period of time.
  • Search impression share for the last 30 days compared to CPC trends over time.
  • The correct answer is:
  • The series of steps a customer takes before completing a conversion, including information on ads, clicks and other elements of your campaign.  


  • Often, the "last click" before a conversion gets all the credit. But there are often assist clicks and assist impressions that help guide your customers to conversion. Which built-in AdWords reports can show you this performance data?
  • Billing preferences
  • Campaign Settings
  • AdWords Editor
  • Search Funnels
  • The correct answer is:
  • Search Funnels 


  • 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 use for ads.
  • Free organic search results for the advertiser's business will be more likely to show on Google Maps.
  • Geographical targeting automatically expands to include all regions.
  • Additional icon options are available for ads when using Google Places.
  • The correct answer is:
  • Adding or updating addresses in Google Places automatically updates validated addresses use for ads. 


  • 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's settings.
  • Google Search only.
  • mobile devices with GPS enabled only.
  • Google Maps only.
  • The correct answer is:
  • Any networks selected in the campaign's settings. 


  • Briand would like to test new logic in his application that uses the AdWords Applicarion Programming Interface(API) without modifying his live AdWords campaigns. Which tool would allow him to do this?
  • Traffic Estimator
  • Ad Preview Tool
  • AdWords API Tokens
  • AdWords API Sandbox
  • The correct answer is:
  • AdWords API Sandbox 


  • An advertiser that uses ad scheduling has a custom bid adjustment for 9 p.m - 12 a.m. on weeknights. The normal bid is £0.40 and the bid multiplier is 75%. How much is the advertiser bidding between 9 p.m - 12 a.m on weeknights?
  • 0.33
  • 0.70
  • 0.30
  • 0.03
  • The correct answer is:
  • 0.70 


  • A user clicks an ad promoting a sale on trainers. Upon clicking the user is taken to a page that does 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?
  • Link to web page that is relevant to the ad and remove the pop-ups.
  • Edit the ad text to promote the sunglasses in addition to the trainers.
  • Provide original content that cannot be found on another site.
  • Ensure that the pop-ups relate to the user's search.
  • The correct answer is:
  • Provide original content that cannot be found on another site. 


  • linking your Goolge+ Page to your AdWords accounts...
  • Cannot be done if you have a Google Merchant account.
  • Enables you to show more endorsements for your from your customers and supporters.
  • Requires a 2-month approval process.
  • Enables users to log in to your website through your Search advertisements.
  • The correct answer is:
  • Enables you to show more endorsements for your from your customers and supporters. 


  • Which scenario would record to two conversion(1-per-click)?
  • A user clicks an ad and converts. The user performs the search again the following day, clicks the same ad and converts again.
  • A user clicks ad and does not convert. The user performs the search again the following day, clicks the same ad and converts.
  • A user clicks an ad, does not convert then returns to the site using a bookmark within 30 days and converts.
  • A user clicks an ad, converts and returns to the site using a bookmark within 30 days and converts again.
  • The correct answer is:
  • A user clicks an ad, converts and returns to the site using a bookmark within 30 days and converts again.  


  • An advertiser runs a report at the Campaign level and includes invalid clicks statistics. The report indicates that 20% of clicks received during the selected time period were invalid. This means that the invalid clicks were:
  • removed as a result a proactive investigation.
  • changed to the account.
  • filtered out of the account before they accrued cost.
  • credited to the account.
  • The correct answer is:
  • filtered out of the account before they accrued cost. 


  • 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
  • The correct answer is:
  • 20 -70% off LCD monitors 


  • Which of the following are key elements to keep in mind when optimising a landing page for AdWords?
  • Relevant and original content that clearly represents the business.
  • Prominent headlines in several font styles and text sites.
  • Correct programming language used to construct site.
  • Clear landing page layout and several links to related websites.
  • The correct answer is:
  • Relevant and original content that clearly represents the business. 


  • How can advertisers see specific search queries that caused their ads to show, even if those queries are not keywords within their accounts?
  • Select "keyword details" on the keywords tab.
  • Review "Automatic placements" on the Display Network tab.
  • Use the Ad Preview and Diagnosis Tool on the Tools and Analysis tab.
  • Add a customised column for "queries" on the keywords tab.
  • The correct answer is:
  • Select "keyword details" on the keywords tab. 


  • Information an advertiser would find in the Change History tool would be:
  • credit card information associated with the account.
  • changes made by the Ad Automator feature.
  • adjustments made to the daily budget.
  • timestamps for when ads were approved or disapproved.
  • The correct answer is:
  • adjustments made to the daily budget. 


  • Advertisers who check web server logs may find that 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.
  • incorrect IP address information filtered from Google Analytic.
  • duplicate keywords added to multiple ad groups in one campaign.
  • query parsing being used to show geo-targeted ads to users in a different city.
  • The correct answer is:
  • Internet Service Providers(ISPs) who assign the same IP address to multiple users. 


  • Megan enabled Conversion Optimiser in all six of her campaigns. How can she tell if Conversion Optimiser is improving campaign performance?
  • Install new Conversion Tracking code.
  • Enable and disable Conversion Optimizer every other day to observe differences.
  • Compare average CPA and conversion rate before and after using the Conversion Optimizer.
  • Monitor overall changes in clicks received.
  • The correct answer is:
  • Compare average CPA and conversion rate before and after using the Conversion Optimizer. 


  • Reviewing "Keywords details" data on the Keywords tab will help advertisers to identify:
  • keywords with low Quality Scores.
  • ad groups or campaigns that be paused.
  • new keyword ideas for a campaign.
  • potential new placements to target on the Google Display Network.
  • The correct answer is:
  • new keyword ideas for a campaign. 


  • An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?
  • AdWords Application Programming Interface (API)
  • AdWords Editor
  • Automatic cost-per-click (CPC) bidding
  • My Client Centre (MCC)
  • The correct answer is:
  • AdWords Application Programming Interface (API) 


  • Which best describes the relationship between maximum cost-per-click(CPC) bids and Ad Rank?
  • CPC bid is one factor that affects Ad Rank.
  • An increased CPC bid leads directly to a large increase in Ad Rank.
  • An increased CPC bid leads directly to a small increase in Ad Rank.
  • CPC bid only affects Ad Rank on the Search Network.
  • The correct answer is:
  • CPC bid is one factor that affects Ad Rank. 


  • You can add a '+' modifier in front of the match keywords to...
  • specify that certain words must be in someone's search term to trigger your ads.
  • only trigger ads when the Google+ social extension is available.
  • indicate that this keywords should be dynamically inserted into your ad text.
  • override negative keywords with an explicit positive keyword.
  • The correct answer is:
  • specify that certain words must be in someone's search term to trigger your ads. 


  • If multiple individuals are making changes to the same AdWords account, when they open that account in AdWords Editor, they should:
  • download recent changes.
  • refresh the account in AdWords
  • disapprove any new proposals that appear.
  • re-enter all changes made by each account manager.
  • The correct answer is:
  • download recent changes. 


  • Which is the next stage of detection in an Adword accounts, if Google's automatic filtering system does not successfully remove all potentially invalid clicks?
  • Alert from the Adsense team about publisher suspension
  • Advertiser reports suspicious activity in the account
  • Third-party analysis of advertiser's web server logs data
  • Proactive offline analysis by the Google Ad Traffic Quality team
  • The correct answer is:
  • Proactive offline analysis by the Google Ad Traffic Quality team 


  • The AdWords Application Programming Interface(API) allows developers to use applications that:
  • interact directly with the AdWords server.
  • are accessible only through AdWords Editor.
  • can appear throughout the Google Search Network.
  • can be uploaded into the display ad builder.
  • The correct answer is:
  • interact directly with the AdWords server. 


  • Business listing in Google Places can be:
  • conversions in AdWords.
  • location extensions in AdWords.
  • entered into their own ad auction.
  • physical locations or mobile applications.
  • The correct answer is:
  • location extensions in AdWords. 


  • In an AdWords account managed by multiple users, one user noticed a surprising jump in impressions. Where should this user look for details on what might have created the impression increase?
  • Billing Summary
  • Change History
  • Keyword Tool
  • Campaign Setting
  • The correct answer is:
  • Change History 


  • AdWords Editor allows users to:
  • invite new users to share accounts.
  • find relevant ads on Google partner sites.
  • make live edits to multiple accounts simultaneously.
  • access multiple accounts offline.
  • The correct answer is:
  • access multiple accounts offline. 


  • What are Sitelinks?
  • Link to other websites that appear beneath the text of your Search ads.
  • Links from your site to other sites.
  • Links from other sites to your site.
  • Links to more pages of your site that appear beneath the text of your Search ads.
  • The correct answer is:
  • Links to more pages of your site that appear beneath the text of your Search ads. 




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