Google AdWords Display Advertising Exam Answers

Google AdWords Display Advertising Exam Answers

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Q: A user who is browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on the ad. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-trough conversions would be valuable for the advertiser in this scenario because it would allow them to:
A: measure the number of conversions that are associated with ad impressions

Q - If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?
Target cost-per-acquisition (CPA)
Viewable cost-per-thousand-impressions (vCPM)
Cost-per-view (CPV)
Cost-per-day (CPD)
The correct Answer is:
Viewable cost-per-thousand-impressions (vCPM)

Q -


Which practice would be acceptable under Google’s editorial and technical requirements?
Including a generic phrase like “Buy products, click here”
Linking to a site that’s under construction
Showing a URL that doesn’t accurately indicate the landing page, such as “google.com” taking people to gmail.com
Promoting documented copyrighted content
The correct Answer is:
Promoting documented copyrighted content

Q - Your client wants to reach customers who are browsing content relevant to the company’s keywords and highly likely to buy their products. You recommend using the Search Network with Display Select because the Display Option:
uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions
optimizes keywords and applies affinity targeting conversion models to target ads
uses dynamic placement to target web pages and applies predictive conversion models to target ads
optimizes affinity targeting to place ads on all relevant web pages 
The correct Answer is:
uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions

Q - Where can you place a client’s image and video ads?
On the Display Network only
On the Search Network only
On the Search Network and YouTube
On the Search and Display Networks
The correct Answer is:
On the Display Network only

Q - The Ad Gallery allows advertisers to:
download and edit display ads created by third party developers
edit and manipulate images and video footage to be used in their display ads
create display ads to be used in any online or offline format
use templates to create display ads at scale
The correct Answer is:
use templates to create display ads at scale
Q - You might choose to use preferred layouts for dynamic display ads if your client:
wants to choose the features but not the layouts
doesn’t care if AdWords chooses the layouts and features
wants to choose the layouts but not the features
wants to choose the layouts and features
The correct Answer is:
wants to choose the layouts and features

Q - Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?
In-market audiences using the “Infant & Toddler Feeding/Toddler Meals” category
Managed placements
Similar audiences
Dynamic remarketing
The correct Answer is:
In-market audiences using the “Infant & Toddler Feeding/Toddler Meals” category


Q - Viewable cost-per-thousand impressions (vCPM):
applies to all ads that appear in Google Search and on the Display Network
lets you pay only for the impressions that become viewable
lets you bid based on AdWords’ projected views of your ad
counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more
The correct Answer is:
lets you pay only for the impressions that become viewable

Q - Which tool works best to help advertisers automatically find and bid on relevant placements?
Targeting optimization
Keyword Planner
Display Planner
Conversion Optimizer
The correct Answer is:
Display Planner

Q - An advertiser using viewable cost-per-thousand impressions (vCPM) bidding wants to maximize exposure on a specific set of sites selected for a new campaign. Which is a best practice when setting up the campaign?
Create a campaign for each website
Set bids at the ad group or campaign level
Choose websites that represent a variety of themes
Set bids on individual placements
The correct Answer is:
Set bids on individual placements

Q - To raise awareness of what you’re advertising without limiting who might see your ads, you should:
add multiple targeting methods and use the “Target and bid” setting
set a topic bid adjustment to show your ads on multiple pages about a specific topic
set a mobile bid adjustment to reach more customers on mobile devices
add multiple targeting methods and use the “Bid only” setting
The correct Answer is:
add multiple targeting methods and use the “Bid only” setting

Q - If you’re considering a Display Network campaign and want to estimate the reach of different targeting options, you’d use:
Keyword Planner
Google Analytics
Ad Preview and Diagnosis
Display Planner
The correct Answer is:
Display Planner

Q - Haley’s client wants to drive sales of her new cookboook that’s about gluten-free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “Target and bid” setting, her client’s ads can show when:
only the keywords match
only the topics match
the keywords and bid match
the keywords and topics match
The correct Answer is:
the keywords and topics match

Q - Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?
Clicks
Impressions
Conversions
Cilckthrough Rate (CTR)
The correct Answer is:
Conversions

Q - When an advertiser using viewable cost-per-thousand impressions (vCPM) bidding clicks on his own display ad, Quality Score:
is not affected because the click is automatically filtered out by Google’s invalid click technology
improves for that placement because the vCPM bid decreases
improves for that placement because the clickthrough rate (CTR) increases
is not affected because clickthrough rate (CTR) is not a factor with vCPM bidding
The correct Answer is:
is not affected because the click is automatically filtered out by Google’s invalid click technology

Q - Which automatically expends your reach based on your campaign’s conversion history to help get as many conversions as possible for Display Network campaigns?
Aggressive targeting
Google Analytics
Ad Preview and Diagnosis tool
Display Planner
The correct Answer is:
Aggressive targeting

Q - What’s something you can do in Ad gallery to enhance a dynamic display ad?
Add a flashing border
Upload your own call-to-action button
Make the call-to-action button blink
Customize your logo and colors
The correct Answer is:
Customize your logo and colors

Q - In order to use Conversion Optimizer, an advertiser must:
have a certain number of conversions in the previous 30 days
be opted in to the Search Network and YouTube
be opted in to the Search Network
be using viewable cost-per-thousand impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days
The correct Answer is:
have a certain number of conversions in the previous 30 days

Q - Someone browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on it. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-through conversions would be valuable for the advertiser because it could:
track the IP addresses of the users who saw the ad
measure the number of conversions that are associated with ad impressions
track the number of users who saw the ad but did not convert
measure the number of potential clicks that are associated with ad impressions
The correct Answer is:
measure the number of conversions that are associated with ad impressions

Q - Which practice would violate Google’s editorial and professional requirements?
Showing a ValueTrack tag in the text
Including a question mark in the headline
Directing people to a page other than the advertiser’s homepage
Including a border on the ad
The correct Answer is:
Showing a ValueTrack tag in the text

Q - If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:
while browsing and using Google Maps
each time they re-use your mobile app
when they enter search terms for products like yours on a mobile device
while using other mobile apps on the same mobile or tablet device
The correct Answer is:
while using other mobile apps on the same mobile or tablet device
 
Q - Which is a benefit of using a Lightbox ad?
You can run it on both the Search and Display Networks
You can use any Display Network targeting method
There’s no cost for engagement with the ad
You can be charged only for click-throughs
The correct Answer is:
You can use any Display Network targeting method

Q - You have a friend who has a small business, and she wants to manage her own AdWords campaign. She has no experience with AdWords and would like to experiment with different options. Which campaign type would you recommend to start?
Search Network only
Search Network with Display Select
Display Network with Search Select
Display Network only
The correct Answer is:
Search Network with Display Select

Q - Your client Kevin works for a retailer that sells eco-friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?
Demographic targeting
Contextual product targeting
The “Green Living Enthusiasts” affinity audience
Gender targeting
The correct Answer is:
The “Green Living Enthusiasts” affinity audience

Q - On the Display Network, enhanced cost-per-click (ECPC) automatically:
sets bids to help you get as many conversions as possible
adjusts your manual bid up or down based on each click’s likelihood to result in a conversion
sets bids to maximize your conversion value while trying to reach an average return on ad spend
sets bids to help you get the most clicks within your target spend amount
The correct Answer is:
sets bids to help you get the most clicks within your target spend amount

Q - Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?
A text ad with a call extension on the Search Network
An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items
A text ad with keywords describing the most popular menu items, like “fish tacos” on the Search Network
An image ad featuring a drawing of the restaurant on the Display Network
The correct Answer is:
An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu item

Q - In order to use remarketing with Google Analytics, you need to:
have a goal conversion rate of 20%
have your Google Analytics and AdWords accounts linked
have at least one active AdWords account
have a goal conversion rate of 30%
The correct Answer is:
have your Google Analytics and AdWords accounts linked

Q - Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Google Display Network?
Interest category
Remarketing
Topic
Placement
The correct Answer is:
Remarketing

Q - Your client Ali has a car dealership. She wants to reach people who are actively researching electric cars and ready to buy one. Which type of targeting would you recommend?
Demographic targeting
A broad affinity audience
In-market audiences
Dynamic remarketing
The correct Answer is:
In-market audiences

Q - When creating a display ad, Ad gallery lets you:
automatically create a display ad from existing ad text
extend a Display campaign’s reach to Google search partners
choose from existing design templates
automatically adjust image content based on campaign performance
The correct Answer is:
automatically create a display ad from existing ad text
 
Q - A Ready Lightbox ad can contain:
a video and images
adult-oriented content
a 3-D game
just text with no image
The correct Answer is:
a video and images


Q : In-market audience targeting consists of people:
• who are currently researching options and actively considering buying a product or service like yours
• who are in your overall target demographic group
• whom you’ve reached through remarketing
• who are interacting with contextually relevant content

Q : Your client Christina wants to drive traffic to her site. She has return-on-investment goals and is already using AdWords conversion tracking. Which bidding strategy would you recommend?
• Cost-per-view (CPV)
• Target return on ad spend (ROAS)
• Viewable cost-per-thousand impressions (vCPM)
• Cost-per-day (CPD)

Q : An advertiser who’s had success with text ads on the Display Network wants to start using rich media ads. Why should she consider using Ad gallery compared with other tools?
• Ad gallery lets advertisers include as much text as the advertiser thinks is needed
• Ads built with Ad gallery tend to have lower cost-per-click (CPC) than ads built with other tools
• Ad gallery lets advertisers easily create and change ad text
• Ad gallery’s template ensure that ads blend into the color scheme of any website
 Q : A custom Lightbox ad must have a format hosted in:
• DoubleClick Studio
• AdWords
• DoubleClick Campaign Manager
• DoubleClick Studio or AdWords

Q : An advertiser who wants to target specific categories of video content on the Google Display Network should:
• add the keyword ‘video’ to the campaign
• target the Search Network
• use video ad
• use the AdWords for Video Tool

Q : If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do?
• Set the targeting for the campaign to “Target all” and resubmit the ad
• Set the targeting for the ad group to “Target all”
• Set the targeting for the ad group to “Broad reach”
• Set the targeting for the ad group to “Bid Only” and at least one targeting method to “Target and bid”

Q : If a display ad has been disapproved, how do you submit a request for another review?
• Email adwords-support@google.com to find out why it wasn’t approved
• Edit your ad so it complies with Google policy and re-save it
• Open and then resubmit the ad
• Click “Re-review display ad”

Q : Remarketing is targeting ads to people who’ve already visited:
• multiple websites on the Display Network
• your website after they’ve searched on Google
• competitors’ websites multiple times
• your website as they browse websites and use apps on the Display Network


Q : “Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone:
• hovers their finger over the ad for at least 2 seconds
• watches the ad for at least 2 seconds
• expands or interacts with the ad
• watches the ad twice in a rob


Q : What’s needed to create a “Display Network” campaign to start promoting an app in other apps and on mobile websites?
• Prior placement of an ad for the app on the Search Network
• The serial number of the promoted app
• The app package name (Android) and/or app ID (iOS) of the promoted app
• The selection of at least two mobile targeting options


Q : What can you do by creating a separate campaign that’s targeted only to the Display Network?
• Set a separate placement bid at the ad group level
• Exclude irrelevant placements and categories
• Set specific maximum cost-per-click (CPC) bids for automatic placements
• Allocate budget and control spend more effectively across campaigns


Q : An advertiser selling airline tickets has designed an image ad with drop-down menus for airport departure and arrival locations. Rather than programming the menu to show airports, the advertiser wants a click on the ad to go to his website. This ad will:
• perform well on the Display Network because it contains relevant information
• perform poorly on the Display Network because it will frustrate people
• be resized on the Display Network because it lacks animation elements
• be disapproved because it mimics a function the ad can’t perform

Q : Your client who sells sports shoes might choose to target a custom affinity audience if he wants to:
• reach men, women and children of all ages who need any kind of athletic shoes
• sell high-end running shoes to competitive marathon runners
• increase brand awareness
• reach shoppers who are ready to buy right away

Q : Which bidding type is only available for ads on the Display Network?
• Target cost-per-acquisition (CPA)
• Viewable cost-per-thousand impressions (vCPM)
• Cost-per-view (CPV)
• Maximize clicks

Q : In order to use target cost-per-acquisition (CPA) bidding, an advertiser must:
• be opted in to the Search Network
• be using viewable cost-per-thousand impression (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days
• be opted in to the Search Network and YouTube
• have a certain number of conversions in the previous 30 days

Q : Advertisers using the Display Network can use the reporting table in the Placements section of the Display tab to determine the:
• Internet Protocol (IP) addresses of users who have seen their ad
• the site URL where users have seen their ad
• the frequency at which an ad is shown for a given user
• country of residence of users who have seen their ad

Q : What functionality applies to HTML5 ads?
• They use interactive content stored in containers and rendered in browsers
• They can’t be viewed on mobile devices
• They’re easy to update and don’t require plug-ins
• They’re easy to update but require plug-ins

Q : An advertiser who sells coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, she runs a Placement Performance Report and notices that the ad is showing up on websites about JavaScript programming. What should the she do to avoid appearing on these irrelevant sites?
• Add negative keywords like “programming” or “Javascript”
• Add the negative keyword ‘Java’ to the ad group so that the ad will stop appearing on JavaScript sites
• Refine the ad text of the ad so that it is clear that the advertiser is only selling Java coffee
• Only exclude the irrelevant sites that do not directly mention Java coffee that are appearing in the Placement Performance Report

Q : When optimizing for the Display Network, a clear call-to-action (CTA) in the ad text is important in order to:
• increase overall impressions for the ad
• identify the traffic to your website that was generated by AdWords ads
• improve the Quality Score of the ad on all Google properties
• set expectations for customers who are in various stages of the buying cycle

Q : Your client has a cupcake shop in a hard-to-find alley in San Francisco. She’s advertising on the Display Network. What’s the best way to help people find her?
o Add a location extension to her ad
o Advertise on the Search network as well as the Display Network
o Add a map showing her location to her ads
o Prominently feature her street address in bold text

Q : How does an extension work on a Display ad?
• It adds extra information, like a location or phone number
• It extends the ad below the fold
• It adds a testimonial
• It extends the length of the ad placement

Q : A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an E-commerce site with a display ad. This advertiser should choose a landing page for the ad that features:
• the entire new line of non-stick cookware
• all non-stick cookware sold on the site
• all cookware sold on the site
• a specific pan within the new line

Q : An advertiser would benefit from using affinity audience targeting if they want to reach people:
• regardless of their particular interests
• who’ve already visited their website
• with a very specific interest, for example, avid marathon runners
• with a particular broad interest, for example, sports fans

Q : Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which types of AdWords campaign would be best for that?
• Display Network only
• Search Network with YouTube Select
• Search Network with Display Select
• Search Network only

Q : The dynamic remarketing tag collects data such as:
• affinity group characteristics
• types of pages viewed
• number of code snippets
• business ID numbers of visitors

Q : An ad’s Quality Score on the Google the Display Network will affect:
• the Quality Scores for the keywords in that ad group
• the Quality Score for the same ad on Google and the Google Search Network
• The Display Network partners on which the ad is eligible to show
• whether an ad is eligible to enter the ad auction

Q : Targeting by topic is a good strategy if your client wants to:
• drive sales on his website
• reach a specific audience
• control where his ads appear on the Display Network
• actively manage his budget because he has strict cost-per-acquisition goals

Q : What’s a best practice for creating an effective ad with Ad gallery?
• Create only one ad size for each distinct image
• Use a color scheme that complements your image and brand
• Choose one template and use it for all ads
• Use the same color for the foreground and background of the ad

Q : Which is a method for evaluating performance of engagement ads created with the Ad gallery?
• Funnel Visualization report
• AdSense reports in Google Analytics
• Transaction rate
• Mouseover Rate

Q : For advertisers bidding on maximum CPC basis, Quality Score on the Display Network is evaluated on the:
• Quality Score of all campaigns and regional targeting settings
• Quality Score of keywords across all campaigns and all ad groups
• click-through rate (CTR) of the ad and relevance of the ad text and keywords to the publisher’s site
• clickthrough rate (CTR) of all keywords across the account and the relevance of the ad text and keywords to the advertiser’s landing page

Q : Jackie is an advertiser who wants to reach people by using both remarketing and Product Listing Ads. What’s the best targeting strategy for her?
• Create one ad group targeted to both remarketing and Shopping
• Create separate remarketing and Shopping campaigns
• Create a combined remarketing and Shopping campaign
• Create two ad groups: one targeted to remarketing and the other to Shopping

Q : When reviewing her display campaign, Gina sees that there are spikes in traffic to her site on weekdays from 10am to 1pm. With this data, which would help optimize her campaign?
• Ad Rotation
• IP Exclusion
• Ad Scheduling or Bid Adjustment
• Frequency Capping

Q : Which builds keyword lists that can be used to show your ads relevant webpages across the Google Display Network?
• Google Analytics
• Display Campaign Optimizer
• Keyword Planner
• Display Planner

Q : Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?
• Demographic targeting
• Keyword contextual targeting
• Placement targeting
• Category targeting

Q : You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?
• Use a custom feed
• Use the “Education” business type
• Include “textbooks” and “study guides” as keywords
• Implement the remarketing tag after the body tag

Q : Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads?
• A promotion from a related business, like a bakery
• A map showing her business location
• A quotation about falling in love
• A photo of a bride

Q : An ad may not appear correctly on mobile phones if it:
• uses Flash or contains large images
• uses HTML5
• isn’t optimized for mobile
• is in Lightbox format............................................................................................


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