Google AdWords Certification Test 1 — Questions and Answers

Question 1: By monitoring ad campaign performance, an advertiser may obtain the information needed to:

determine if campaigns are meeting overall marketing and conversion goals (Correct answer)
create additional AdWords accounts for low-performing keywords
create duplicate ad groups with identical keywords and different ad variations
compare campaign performance to that of individual competitors

Correct answer: determine if campaigns are meeting overall marketing and conversion goals

Monitoring ad campaign performance provides critical data on key metrics like clicks, impressions, conversions, and costs. This information is essential for evaluating whether campaigns are effectively meeting predefined marketing and conversion goals. It allows advertisers to identify successful strategies and areas needing optimization to achieve their business objectives.

Question 2: A standard AdWords text ad is made up of:

a headline, a display URL, and description text (Correct answer)
a display URL and description text
a headline, image, and description text
a headline and description text

Correct answer: a headline, a display URL, and description text

A standard Google Ads text ad is composed of three main elements: a compelling headline (often split into two parts), a display URL that shows users the destination of the ad, and descriptive text that provides more details about the product or service being advertised. These components work together to inform and entice potential customers.

Question 3: Tom wants to promote his windshield repair company’s emergency service by reaching people right when they’re searching for help. Which campaign type is a good fit?

“Search Network only” (Correct answer)
“Search Network with Display Select”
“Shopping”
“Display Network only”

Correct answer: “Search Network only”

Tom wants to reach people *immediately* when they are searching for emergency windshield repair services. The 'Search Network only' campaign type is specifically designed for this purpose, showing ads on Google search results pages and search partner sites. This ensures his ads appear precisely when users are actively looking for help.

Question 4: What’s a reason to use the “Search Network with Display Select” campaign type?

You can pick the exact websites where you want your ad to show (Correct answer)
You can use one budget to advertise on the Search Network and Display Network
Your video ads can run on the Search Network
Your ads only show on the first page search results

Correct answer: You can pick the exact websites where you want your ad to show

The 'Search Network with Display Select' campaign type allows advertisers to use a single budget to advertise across both the Google Search Network and a select portion of the Google Display Network. This provides a broader reach while simplifying budget management and campaign setup compared to running separate campaigns for each network.

Question 5: Data shows that the audience for a client’s running shoe store is women ages 35 to 50. How can you optimize this client’s Display Network campaign based on your research?

Increase cost-per-click (CPC) bids and experiment with variations of ad text that includes running tips
Add demographic and age targeting to show ads to people in this audience (Correct answer)
Use frequency capping to limit the number of times men ages 40 to 65 see your client’s ads
Set up a remarketing list to show ads to women who have previously visited your client’s website

Correct answer: Add demographic and age targeting to show ads to people in this audience

To optimize the Display Network campaign for a specific audience of women ages 35 to 50, adding demographic and age targeting is the most effective action. This ensures that ads are primarily shown to individuals within this defined demographic, increasing the relevance of the ads and improving the likelihood of reaching potential customers.

Question 6: Each campaign in your AdWords account should have a single:

business goal (Correct answer)
ad group
maximum cost-per-click (max. CPC) bid
landing page

Correct answer: business goal

Each campaign in your AdWords account should ideally be structured around a single, clear business goal. This allows for focused budgeting, specific targeting, and accurate performance measurement tailored to that particular objective, whether it's driving sales, generating leads, or increasing brand awareness.

Question 7: Cliff just started working with a client who has a very disorganized AdWords account. What’s an effective way for him to begin restructuring his client’s account?

Create campaigns based on the structure of his client’s website (Correct answer)
Create one campaign with a broad selection of keywords
Create multiple campaigns, each with a set of related keywords
Create one campaign for all the products his client offers

Correct answer: Create campaigns based on the structure of his client’s website

An effective way to restructure a disorganized AdWords account is to create campaigns and ad groups that mirror the client's website structure. This approach ensures that keywords, ads, and landing pages are highly relevant to each other, leading to better Quality Scores, improved ad performance, and easier management and optimization.

Question 8: An advertiser wants to achieve the top position in paid search results. Which recommendations would improve the likelihood of top ad position?

Decrease cost-per-click (CPC) and increase daily budget
Decrease cost-per-click (CPC) and decrease daily budget
Improve Quality Score and increase cost-per-click (CPC) (Correct answer)
Improve Quality Score and decrease cost-per-click (CPC)

Correct answer: Improve Quality Score and increase cost-per-click (CPC)

Ad position is determined by Ad Rank, which is a combination of your bid and Quality Score. To achieve a top position, both factors need to be optimized: increasing your cost-per-click (CPC) bid makes your ad more competitive, and improving your Quality Score (through relevant ads, keywords, and landing pages) enhances your ad's efficiency and rank.

Question 9: Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

Shopping Ad/Product Listing Ad (Correct answer)
Image ads
Sitelink extensions
App promotion ads

Correct answer: Shopping Ad/Product Listing Ad

For an online store with a large inventory of specific products like children's toys and games, Shopping Ads (also known as Product Listing Ads) are the ideal ad format. These ads display product images, prices, and merchant names directly in search results, making them highly effective for driving product-specific purchases and attracting interested shoppers.

Question 10: While teaching a new account manager how to build a Search campaign, you tell her that she should group similar keywords together in an ad group because it will allow her to:

only create one ad that’s relevant to all keywords
create ads that are relevant to all keywords (Correct answer)
create a different ad for each keyword
create multiple ads for each keyword

Correct answer: create ads that are relevant to all keywords

Grouping similar keywords together in an ad group allows you to create highly relevant ad copy that speaks directly to the intent behind those keywords. This ensures that your ads are closely matched to what users are searching for, which improves ad relevance, Quality Score, and overall campaign performance.

Question 11: What’s the benefit of having multiple ads in an ad group?

AdWords will automatically rotate your ads and show the best performing ones more often (Correct answer)
AdWords will automatically match each ad to the keywords it’s most relevant to
Ads are only eligible to show ad extensions if there are more than one ad in that group
Ads are only eligible to show at the top of the page if there are more than one ad in that ad group

Correct answer: AdWords will automatically rotate your ads and show the best performing ones more often

Having multiple ads within an ad group allows Google Ads to automatically rotate them and test different variations. Over time, the system learns which ads perform best (e.g., generate more clicks or conversions) and will prioritize showing those higher-performing ads more often. This optimization process helps improve overall campaign effectiveness without manual intervention.

Question 12: Data for your client shows that more estimated total conversions are coming from mobile devices versus computers and tablets. How can you use this data to optimize your client’s bidding strategy?

Set a mobile bid adjustment to decrease bids for searches on computers and tablets
Use enhanced cost-per-click (ECPC) to increase bids that are likely to result in conversions from mobile devices
Use target search page location to help get your client’s ads to the top of mobile search page results
Set a mobile bid adjustment to increase bids for searches on mobile devices (Correct answer)

Correct answer: Set a mobile bid adjustment to increase bids for searches on mobile devices

The data indicates that mobile devices are generating more estimated total conversions, signifying a strong performance channel. To leverage this, increasing bids for searches on mobile devices (a positive mobile bid adjustment) will help your ads appear more frequently and prominently to this high-converting audience. This strategy aims to capture more of the valuable conversions already proven to come from mobile users.

Question 13: Conversion Tracking helps you improve the return on investment (ROI) from your online advertising because it:

shows you which ads lead to customer actions that have value for your business (Correct answer)
automatically gives you personal details about the people who convert
measures trends relating to the search terms people have used before seeing your ad
focuses on getting customers to complete an online purchase

Correct answer: shows you which ads lead to customer actions that have value for your business

Conversion Tracking is essential for understanding the true value of your advertising efforts. It directly links ad interactions (like clicks) to specific, valuable actions (conversions) that customers take on your website or app, such as purchases or sign-ups. By revealing which ads, keywords, and campaigns drive these valuable customer actions, you can optimize your budget and strategies to improve your overall return on investment (ROI).

Question 14: When building a keyword list for a Display Network campaign, you should do which of the following:

Only use Keyword Planner to identify new keywords
Include keywords that are related to the websites your customers visit (Correct answer)
Use Display Campaign Optimizer to identify new keywords
Only include exact match keywords

Correct answer: Include keywords that are related to the websites your customers visit

For a Display Network campaign, keywords are used to match your ads to relevant content on websites and apps where your target audience spends their time. By including keywords that are related to the websites your customers visit, you ensure your ads appear in contexts that align with their interests. This helps in reaching users who are already engaged with content relevant to your products or services, increasing the likelihood of engagement.

Question 15: Julian wants to reach potential customers based on the type of device they’re using, but he doesn’t know how his campaign performs on different devices. How can Julian find meaningful data that will help him decide which devices to target?

Set up an experiment to test which device he should target
Create multiple campaigns that target different devices, and monitor the results
Segment his campaign statistics table by device (Correct answer)
Create multiple ad groups that target different devices, and monitor the results

Correct answer: Segment his campaign statistics table by device

To understand how a campaign performs on different devices without making immediate changes, Julian should segment his campaign statistics table by device. This action breaks down performance metrics like clicks, impressions, and conversions by mobile phones, computers, and tablets. This provides clear, actionable data on device-specific performance, allowing him to make informed decisions about targeting or bid adjustments.

Question 16: A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes. What keywords should you include in this client’s keyword list to help achieve their goal?

Generic terms about running and running shoes
Specific terms about the benefits of running
Specific terms about the shoe brand and model your client is selling (Correct answer)
Generic terms about different types of women’s shoes

Correct answer: Specific terms about the shoe brand and model your client is selling

To drive sales for a *particular model* of women's running shoes, the keywords must be highly specific. Using specific brand and model names ensures that your ads are shown to users who are actively searching for that exact product. This approach targets users with high purchase intent, leading to more relevant clicks and a higher likelihood of conversion compared to generic terms.

Question 17: One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

AdWords automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results
To show an ad more often, AdWords charges more than the average daily budget amount multipled by 30.4
Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4 (Correct answer)
Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies

Correct answer: Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4

Google Ads has an 'overdelivery' policy to help campaigns perform better on high-traffic days. It allows your campaign to spend up to 20% more than your daily budget on any given day. However, to protect your overall budget, Google Ads guarantees that you will never be charged more than your average daily budget multiplied by 30.4 (the average number of days in a month) over a billing cycle, ensuring monthly costs remain within limits.

Question 18: An advertiser wants to increase the Quality Score of a low-performing keyword. Which approach would you recommend?

Repeat the keyword as many times as possible in the ad text.
Increase the daily budget for the campaign in which the keyword is located
Delete the keyword and add the keyword to the campaign again
Modify the ad associated with that keyword to direct to a highly-relevant landing page (Correct answer)

Correct answer: Modify the ad associated with that keyword to direct to a highly-relevant landing page

Quality Score is a key metric influenced by ad relevance and landing page experience. To improve a low-performing keyword's Quality Score, it's crucial to ensure the ad text is highly relevant to that keyword and that the landing page provides a seamless, useful experience directly related to the ad's message. A highly relevant landing page fulfills user expectations, leading to better engagement and a higher Quality Score.

Question 19: What’s one of the main benefits of using ad extensions?

Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent (Correct answer)
Extensions provide additional information to make your ads more relevant to customers
Extensions increase your reach by showing your ad on more advertising networks
Extensions are automated so you don’t have to create your ads

Correct answer: Extensions ensure a higher clickthrough rate (CTR) because they make your ad more prominent

Ad extensions enhance your ads by adding valuable information and making them more prominent on the search results page. This increased visibility and additional relevant details help your ad stand out, attracting more user attention. Consequently, this often leads to a higher clickthrough rate (CTR) because users are more likely to notice and interact with a larger, more informative ad.

Question 20: Which client would you advise to advertise on the Google Search Network?

Bill, who wants to reach people looking for plumbing services (Correct answer)
Carol, who wants to reach people watching YouTube videos
Jim, who wants to reach people on social networks interested in poetry
Suzy, who wants to reach people browsing travel websites about China

Correct answer: Bill, who wants to reach people looking for plumbing services

The Google Search Network is designed to reach users who are actively searching for specific products, services, or information using keywords. Bill's goal of reaching people *looking for* plumbing services perfectly aligns with this, as his ads can appear directly when users search for terms like 'plumbing services near me.' This targets users with immediate intent.

Question 21: Clyde wants to raise the profile of his dance school. A “Display Network only” campaign can help him:

show ads on dance websites and YouTube videos (Correct answer)
show ads when someone searches for dance classes
match his ad text to what people are searching
pick the most popular keywords for his campaign

Correct answer: show ads on dance websites and YouTube videos

A 'Display Network only' campaign allows advertisers to show ads on a vast network of websites, apps, and YouTube videos that partner with Google. This is ideal for raising brand awareness by placing visual ads in front of people browsing content related to dance, such as dance blogs, forums, or instructional videos on YouTube. It focuses on reaching users while they are consuming content, rather than actively searching.

Question 22: When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:

Broad match keywords
Exact match keywords (Correct answer)
Phrase match keywords
Negative match keywords

Correct answer: Exact match keywords

To ensure ads appear for very specific search terms like 'vintage watch repairs' and maintain high relevance, exact match keywords are the most appropriate choice. Exact match ensures your ad only appears when someone searches for that precise phrase or very close variations, preventing irrelevant impressions and clicks. This maximizes the likelihood of reaching users with high intent for your specific service.

Question 23: What changes can you make to the Display Network campaign of a client who wants to drive awareness of her natural beauty brand

Add display ads and affinity audiences targeting people interested in green living and beauty (Correct answer)
Target large metropolitan areas where people are more likely to encounter her product
Increase the daily budget and add text ads with clear call-to-actions like “Buy now”
Use a balanced combination of broad-, exact-, and phrase-matched keywords

Correct answer: Add display ads and affinity audiences targeting people interested in green living and beauty

For driving brand awareness on the Display Network, using visually appealing display ads is crucial. Targeting affinity audiences, such as those interested in 'green living and beauty,' allows the client to reach a broad group of users who have demonstrated a strong, ongoing interest in relevant topics. This combination effectively puts the brand in front of a receptive audience while they are browsing related content.

Question 24: Blake is focused on branding and is more interested in his ads being viewed than in generating clicks. Which of these features would not be a good fit for him?

Call extensions (Correct answer)
Placement targeting
Reach and frequency data
Cost-per-thousand-impressions (CPM) bidding

Correct answer: Call extensions

Blake is focused on branding and maximizing ad views, not generating direct clicks or conversions. Call extensions are designed to encourage phone calls, which are a direct action and typically aim for conversions, not just awareness. Features like placement targeting, reach and frequency data, and CPM bidding (cost-per-thousand-impressions) are all suitable for branding and maximizing views.

Question 25: which ad extension would you use for an advertiser who has a chain of restaurants?

Location extensions (Correct answer)
Sitelink extensions
Previous visits extensions
Seller ratings

Correct answer: Location extensions

For an advertiser with a chain of restaurants, location extensions are ideal because they display the business's address, phone number, and a map marker directly in the ad. This helps potential customers find the nearest restaurant location, get directions, or call them, which is highly valuable for a physical business like a restaurant chain seeking local customers.

Question 26: Caleb owns a music store and is creating an ad group for musical instrument rentals. What would be the most appropriate landing page for his ad?

His homepage, with links to instrument sales, rentals, and music lessons
A page with information on music lessons and a contact form
A page with a wide selection of instruments for sale
A page with information on instrument rentals and a contact form (Correct answer)

Correct answer: A page with information on instrument rentals and a contact form

The landing page should be highly relevant to the ad's specific message to provide a good user experience and improve Quality Score. Since the ad group is for 'musical instrument rentals,' sending users directly to a page dedicated to rentals with relevant information and a contact form ensures they quickly find what they're looking for. This reduces friction and increases the likelihood of conversion.

Question 27: In order to appeal to customers on mobile devices, it’s important to:

Send users to a mobile-friendly landing page (Correct answer)
Avoid using ad extensions
include your phone number as your display URL
Send users to a video-based landing pagev

Correct answer: Send users to a mobile-friendly landing page

Mobile users expect fast-loading, easy-to-navigate websites optimized for smaller screens. Sending them to a mobile-friendly landing page ensures a positive user experience, which is crucial for engagement, conversions, and a good Quality Score. A poor mobile experience can lead to high bounce rates and wasted ad spend, as users quickly leave frustrating sites.

Google AdWords Certification Test 1

By monitoring ad campaign performance, an advertiser may obtain the information needed to: