Google AdWords Fundamentals Exam 1 — Questions and Answers

Question 1: You signed 3 new clients, each with an existing AdWords account. What’s the best way to manage these accounts?

Link the client accounts to your My Client Center (MCC) manager account (Correct answer)
Consolidate the 3 accounts into a new AdWords account you create
Pause your clients’ campaigns and recreate them in your manager acccount
Use your clients’ sign-in information to access and manage the accounts

Correct answer: Link the client accounts to your My Client Center (MCC) manager account

A My Client Center (MCC) manager account is designed for agencies or large advertisers to efficiently manage multiple Google Ads accounts from a single dashboard. Linking client accounts to an MCC allows for centralized billing, reporting, and management without needing individual login credentials for each client.

Question 2: You can use Display Planner to:

see ways to reach your target audience based on your keywords, website, or interest categories (Correct answer)
see which image and text ads are performing best on the specific websites you’re targeting
see how other advertisers perform on websites where you want your ad to appear
compare how your current Display Network campaign could perform on websites you’d like to target

Correct answer: see ways to reach your target audience based on your keywords, website, or interest categories

The Display Planner (now part of the Google Ads Keyword Planner and Audience Manager) helps advertisers research targeting ideas for Display Network campaigns. It provides insights into potential placements, audience interests, and demographic information based on keywords, URLs, or interest categories, helping to plan and optimize Display campaigns.

Question 3: Donna sells t-shirts featuring vintage album covers. She wants people searching for unusual t-shirts to find her website, but she also thinks people interested in music might make a purchase. What campaign type would you recommend?

“Search Network with Display Select – All features” (Correct answer)
“Search Network only – All features”
“Display Network only – All features”
“Display Network only – Remarketing”

Correct answer: “Search Network with Display Select – All features”

The 'Search Network with Display Select' campaign type allows ads to appear on both the Google Search Network (for users actively searching for t-shirts) and the Google Display Network (reaching users interested in music on relevant websites). This combined approach maximizes reach by targeting both active searchers and passive browsers with relevant interests.

Question 4: A client that owns a fine-dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize this client’s campaign to help achieve their goal?

Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment (Correct answer)
Include a phone number in the client’s ad’s headlines and monitor performance with the mobile clicks-to-call segment
Include a phone number in the client’s ad’s headline and monitor performance with the top vs. other segment
Add call extensions to the client’s ads and monitor performance with the top vs. other segment

Correct answer: Add call extensions to the client’s ads and monitor performance with the mobile clicks-to-call segment

Call extensions add a clickable phone number directly to ads, making it easy for mobile users to call the business with a single tap. Monitoring the 'mobile clicks-to-call' segment specifically tracks these interactions, providing direct insight into the effectiveness of the call extensions in generating phone calls.

Question 5: When setting up a campaign, you can use Display Planner to get an idea of the budget and bids you should set based on your:

historical cost-per-click (CPC) estimates for your keyword and placement ideas (Correct answer)
traffic estimates for your keyword ideas
traffic estimates for placement ideas
historical conversion rate estimates for your keyword and placement ideas

Correct answer: historical cost-per-click (CPC) estimates for your keyword and placement ideas

The Display Planner (now integrated into other Google Ads tools) provides estimates for traffic, costs, and performance based on your targeting choices. It offers historical CPC estimates for keywords and placements, helping advertisers gauge the potential cost of reaching their target audience and inform their bidding strategy.

Question 6: Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive (Correct answer)
Online campaigns generate clicks, whereas other channels generate exposure
Budgets cannot be applied to online campaigns due to constant changes in traffic
AdWords budgets can only be set once annually and require a fixed commitment

Correct answer: Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive

Online advertising, particularly with platforms like Google Ads, offers unparalleled measurability and real-time optimization capabilities. If an advertiser can consistently achieve a positive return on investment (ROI) for every dollar spent, it becomes strategically advantageous to scale spending to capture all available profitable traffic, rather than being constrained by a fixed budget.

Question 7: Your travel agency client is running a very targeted campaign to reach people who are visiting Paris on vacation and don’t live in France. What would be an effective way to target this client’s customers?

Create a campaign targeting Paris and languages other than French (Correct answer)
Create a campaign targeting French and regions other than Paris
Create a campaign with ads and keywords written in French
Create a keyword list with the exact match keyword “Paris” and negative keyword “France”

Correct answer: Create a campaign targeting Paris and languages other than French

To reach visitors in Paris who are not French residents, you should target the geographical location of Paris. Additionally, by setting the language targeting to 'languages other than French,' you can focus on tourists whose browser settings indicate they speak a different language, effectively excluding local French speakers.

Question 8: Your client wants to increase the number of people visiting his website. When analyzing the data for Search campaign, which metric do you most want to improve?

Converted clicks
Impressions
Conversion rate
Clickthrough rate (CTR) (Correct answer)

Correct answer: Clickthrough rate (CTR)

If the goal is to increase the number of people visiting the website, the Clickthrough Rate (CTR) is the most critical metric. A higher CTR indicates that a larger percentage of users who see the ad are clicking on it and visiting the website, directly contributing to increased website traffic.

Question 9: Which of the following items is not a component of Quality Score?

Maximum cost-per-click (max. CPC) bid (Correct answer)
Landing page experience
Ad relevance
Expected clickthrough rate (CTR)

Correct answer: Maximum cost-per-click (max. CPC) bid

Quality Score in Google Ads is a diagnostic tool that estimates the quality of your ads, keywords, and landing pages. Its main components are expected clickthrough rate (CTR), ad relevance, and landing page experience. The maximum cost-per-click (max. CPC) bid is a factor in Ad Rank, but it is not a direct component of Quality Score itself.

Question 10: Your new client’s AdWords account has one campaign with one ad group that contains a list of hundreds of keywords. Which best practice should you follow when re-organizing this client’s keywords?

Create new ad groups with related keywords grouped together (Correct answer)
Remove half of the keywords from the ad group
Create one ad group for every five keywords
Create new ad groups with several keyword match types

Correct answer: Create new ad groups with related keywords grouped together

A best practice in Google Ads is to create tightly themed ad groups. Grouping highly related keywords together allows you to write very specific and relevant ads for those keywords, which improves ad relevance, expected CTR, and ultimately, Quality Score and campaign performance.

Question 11: An advertiser should group their campaigns by:

number of keywords
type of product or service (Correct answer)
maximum cost-per-click (CPC) bids
number of ad groups per campaign

Correct answer: type of product or service

Grouping campaigns by product or service type is a fundamental best practice in Google Ads. This structure allows for more granular control over budgets, targeting, and ad messaging, ensuring that ads are highly relevant to the specific products or services being promoted within each campaign.

Question 12: You want to generate leads with your AdWords campaign by encouraging people to fill out an interest form on your website. What do you need to know to measure return on investment (ROI) for this campaign?

The percentage of budget spent compared to how many forms were completed
The number of clicks your ad received divided by the number of times it showed
How much you’ve spent on the campaign compared to the value of leads generated (Correct answer)
You can’t calculate return on investment for campaigns that are focused on online leads

Correct answer: How much you’ve spent on the campaign compared to the value of leads generated

Return on Investment (ROI) measures the profitability of an investment. For a lead generation campaign, you calculate ROI by comparing the total revenue or profit generated from the leads against the total cost of the campaign. Therefore, knowing the campaign's cost and the value each generated lead brings is essential to determine if the investment was worthwhile.

Question 13: Your client noticed last month that his ad often showed up beside another advertiser’s ad for the same search terms. How can you help your client understand how he is performing compared to other advertisers?

Use the top movers report which campaigns have seen the biggest change in clicks since last month
Use the paid & organic report to show when his website appears in organic search, with no associated ads
Use the Search term report to show which search terms lead to the most clicks on his ads
Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers (Correct answer)

Correct answer: Use the Auction insights report to show how often his ads rank higher in search results than those of other advertisers

The Auction insights report provides valuable competitive data, showing how your ads perform compared to other advertisers participating in the same auctions. It reveals metrics like impression share, overlap rate, and outranking share, which directly address how often your ads rank higher or show alongside competitors. This report helps understand your competitive landscape and identify opportunities for improvement.

Question 14: You would choose to advertise on the Google Search Network if you wanted to:

reach customers browsing websites related to your business
choose the types of websites where you want your ads to show
choose from a range of ad formats, like video and image ads
reach customers while they’re searching for your products or services (Correct answer)

Correct answer: reach customers while they’re searching for your products or services

The Google Search Network is specifically designed to reach users who are actively searching for products, services, or information on Google.com and its search partners. By advertising on this network, your ads appear directly in search results when people are using keywords relevant to your business. This allows you to capture demand at the precise moment someone is looking for what you offer.

Question 15: Your client gets more conversions from ads that appear to people in Tokyo. What actions should you take to try and increase the number of conversions for this client?

Create a separate ad group to target ads and bids for Tokyo
Use the user location view to understand if people who click your ads are located in Tokyo
Refine where your ads show by adding the keyword “Tokyo”
Use a location bid adjustment to increase bids for customers in Tokyo (Correct answer)

Correct answer: Use a location bid adjustment to increase bids for customers in Tokyo

If a specific location like Tokyo yields more conversions, it indicates that traffic from this area is more valuable. A location bid adjustment allows you to increase your bids specifically for users located in Tokyo. This helps your ads appear more frequently or in higher positions for this high-performing audience, ultimately driving more conversions.

Question 16: When creating a keyword list using broad match, why should you leave out misspellings and plural forms of keywords?

AdWords can automatically include these variations for you (Correct answer)
AdWords only shows an ad for keywords with proper spelling and plural forms
Your keyword list would be disapproved based on Google’s advertising policies
Broad match includes the exact words and phrases a user searches for

Correct answer: AdWords can automatically include these variations for you

When using broad match keywords, AdWords automatically includes close variations such as misspellings, plural forms, singular forms, and other related searches. This feature saves advertisers time by eliminating the need to manually add every possible variation. It ensures your ads can still be triggered by relevant searches even if the user's query isn't an exact match to your keyword.

Question 17: When setting up a Search Network campaign for a client, you want to maximize the number of clicks her ads can get. Which bidding strategy should you use to achieve this goal?

Automatic cost-per-click (CPC) (Correct answer)
Cost-per-thousand impressions (CPM)
Cost-per-acquisition (CPA)
Manual cost-per-click (CPC)

Correct answer: Automatic cost-per-click (CPC)

To maximize the number of clicks an ad can get within a budget, the Automatic cost-per-click (CPC) bidding strategy is the most suitable choice. This strategy automatically adjusts your bids in real-time to help you get the most clicks possible. It leverages Google's machine learning to optimize for click volume, whereas manual CPC requires constant oversight.

Question 18: Your ad can show on the Google Search Network when someone searches for terms that are similar to your:

Placements
Website
Ad text
Keywords (Correct answer)

Correct answer: Keywords

On the Google Search Network, your ads are primarily triggered by the keywords you select for your campaign. When a user's search query on Google matches your chosen keywords (depending on the match type), your ad becomes eligible to appear in the search results. This direct correlation between search terms and keywords is fundamental to how search advertising works.

Question 19: Your client noticed that his ad was disapproved for editorial reasons. Why is it important for him to understand and abide by Google’s advertising policies

AdWords policies can help web user distinguish between ads and search results
AdWords policies can keep disapproved ads and websites out of organic search results
AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users (Correct answer)
AdWords policies can help keep ad costs low and affordable for advertisers

Correct answer: AdWords policies can help ensure ads are useful, varied, relevant, and safe for web users

Google's advertising policies are crucial for maintaining a positive and trustworthy experience for all web users. They ensure that ads are relevant, useful, and safe, preventing misleading or harmful content from appearing. Adhering to these policies helps build user trust and contributes to a healthy advertising ecosystem.

Question 20: When reviewing your client’s Search Network campaign, you notice that the ads in one of the ad groups have a low average position. Which flexible bid strategy should you use to help improve the position of these ads?

Target search page location (Correct answer)
Maximize clicks
Target return on ad spend (ROAS)

Correct answer: Target search page location

If ads have a low average position, the 'Target search page location' flexible bid strategy is designed to help improve their visibility. This strategy automatically adjusts bids to help your ads appear either on the first page of search results or at the very top. It's specifically focused on achieving a desired ad position rather than just maximizing clicks or conversions.

Question 21: Belinda’s boutique just started carrying 3 new designer labels. She wants to show an image ad announcing the new collections to people who are browsing websites about designer clothing. Which campaign is a good fit?

“Shopping”
“Display Network only – All features” (Correct answer)
“Search Network only – All features”
“Search Network only – Standard”

Correct answer: “Display Network only – All features”

Belinda wants to show an image ad to people browsing websites about designer clothing. The Google Display Network is where image and video ads appear across a vast network of websites and apps. The 'Display Network only – All features' campaign type provides the necessary targeting options to reach users on relevant websites with visual ads.

Question 22: Which is the best bidding option for an advertiser who wants to drive more clicks from mobile devices?

Target return on ad spend (ROAS)
Target search page location flexible bidding strategy
Cost-per-acquisition (CPA)
Mobile bid adjustments (Correct answer)

Correct answer: Mobile bid adjustments

Mobile bid adjustments allow advertisers to specifically increase or decrease their bids for searches that occur on mobile devices. If the goal is to drive more clicks from mobile users, increasing the mobile bid adjustment is the most direct and effective way to prioritize mobile traffic and improve ad visibility on those devices.

Question 23: A client wants to promote her new mobile app by showing her ads in other mobile apps. How can AdWords help accomplish her goal?

Google’s Display Network includes many mobile apps where she could show her ad (Correct answer)
She can use mobile app extensions to reach users in apps
Google’s Search Network will help her target people who are more likely to download her app
She can use keywords like “mobile app” to target people who are more likely to download her app

Correct answer: Google’s Display Network includes many mobile apps where she could show her ad

The Google Display Network extends beyond websites to include a vast network of mobile apps. Advertisers can target specific app categories or even individual apps to show their ads, making it an ideal channel for promoting mobile apps to relevant users. This allows the client to reach potential users directly within the app environment.

Question 24: You can use Keyword Planner to identify

the amount of traffic potential keywords you might get (Correct answer)
which text ads are performing best based on your keywords
webpages where your ad can appear based on your keywords
the number of negative keywords you should add

Correct answer: the amount of traffic potential keywords you might get

The Keyword Planner is a powerful tool within Google Ads that helps advertisers research keywords for their campaigns. Its primary function is to provide insights into the estimated search volume and traffic potential for various keywords. This helps in identifying effective keywords and forecasting their potential performance before launching a campaign.

Question 25: Every time that your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score and:

the expected impact of extensions and other ad formats (Correct answer)
the search ranking of your website
the daily budget you’ve set
your historical conversion rate

Correct answer: the expected impact of extensions and other ad formats

Ad Rank, which determines your ad's position, is calculated using your bid amount, components of Quality Score (expected CTR, ad relevance, landing page experience), and the expected impact of ad extensions and other ad formats. Google considers how extensions might improve the ad's visibility and user experience when determining its overall rank.

Google AdWords Fundamentals Exam 1

You signed 3 new clients, each with an existing AdWords account.
What’s the best way to manage these accounts?