Google AdWords Exam
Anne-Marie’s business goal is to generate online sales of her handmade purses. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?
ROI is the ratio of your net profit to your costs. It’s typically the most important measurement for an advertiser because it’s based on your specific advertising goals and shows the real effect your advertising efforts have on your business. The exact method you use to calculate ROI depends upon the goals of your campaign.
How do cost-per-click (CPC) ads compete with cost-per-thousand impressions (CPM) ads on the Display Network?
To keep things fair, when CPC and vCPM ads compete for the same Display Network placement, the two types of ads are compared apples-to-apples on how much they’re effectively willing to pay for the impression. With a vCPM ad, the max viewable CPM bid represents how much the advertiser is willing to pay for each 1,000 viewable impressions; with a CPC ad, Google estimates how many clicks the ad might receive in 1,000 impressions to get the comparison.
Which of these metrics is especially important to clients who are running a branding campaign?
Impressions are important to track in any campaign, no matter what your goals are. But they can be especially important in branding campaigns, because they represent how many customers actually laid eyes on your ad. You might not care whether they ended up buying anything from your site, but you do want them to remember that catchy new slogan you paid big bucks to develop and share with the world.
If you want to direct people to specific pages on your website from an ad, you can create an ad that uses:
Sitelinks can take people to specific pages on your site—your store hours, a specific product, or more. When someone clicks or taps on your links, they skip right to what they want to know or buy.
You can use Display Planner to:
Display Planner shows you the potential reach and cost of targeting ideas to help you plan your Display Network campaigns.You enter keywords, topics, or websites that you think are likely to match your customer interests, and your landing page. That will get Display Planner started with the types of targeting and keywords that can build the foundation of your campaign.
Higher Quality Scores typically result in:
Ad auction eligibility:Having better quality components typically makes it easier and cheaper for your ads to enter an auction. Our measures of ad quality also help determine whether your ad is qualified to appear at all. Your actual cost-per-click (CPC):Higher quality ads can often lead to lower CPCs. That means you pay less per click when your ads are higher quality. Ad position:Higher quality ads lead to higher ad positions, meaning they can show up higher on the page.
An advertiser looking to drive conversions is using manual cost-per-click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?
How do you know what CPC to set? You can figure this out based on what you know about your business and the value of a sale. For example, if you sell US$5,000 diamond rings, one new customer is probably worth more than if you sell US$0.99 packs of gum. Once you’ve set max. CPC amounts that you’re comfortable with, see how many clicks your ads begin to accrue, and whether those clicks lead to business results on your website. Also, remember that Internet traffic is always changing, so it’s important to re-evaluate your CPC bids regularly.
Which client would you advise to use radius targeting?
Radius targeting (also known as proximity targeting or “Target a radius”) allows you to choose to show your ads to customers within a certain distance from your business, rather than choosing individual cities, regions, or countries.
What is the recommended next step if you noticed from the Search terms report that certain terms are leading to a high number of clicks on your ads?
Use the Search terms report to see how your ads performed when triggered by actual searches within the Search Network. Identify new search terms with high potential, and add them to your keyword list. Look for search terms that aren’t as relevant to your business, and add them as negative keywords. This can help you avoid spending money showing your ad to people who aren’t interested in it.
You can use audience targeting to show your ads to:
Audiences: Depending on your advertising goals, you can choose the audience that best matches your customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale. To reach as many potential customers as possible with an affinity for a specific product area, you might try adding custom affinity audiences. To reach specific audiences actively shopping for a product or service, use in-market audiences instead.
You would choose to advertise on the Display Network if you wanted to:
“Display Network only” campaigns are best if you’d like to show ads on websites and apps when your keywords are related to the sites’ content. Your ads are matched to websites or mobile apps (called placements) that include content that’s related to your business or to your customers’ interests. You can set up targeting to match your ads to the most relevant Display Network sites based on their topics, interested audiences, demographics, and more.
Conversion Optimiser can help drive conversions by using your conversion history and:
Target CPA bidding uses your conversion tracking data to avoid unprofitable clicks and get more conversions at a lower cost. Based on your campaign’s history of conversions, Target CPA bidding automatically finds the optimal cost-per-click (CPC) bid for your ad each time it’s eligible to appear. It sets higher CPC bids for more valuable clicks and lower CPC bids for less valuable clicks.
Which statistic indicates how often a click has led to a conversion?
Conversion metrics are adjusted to reflect only the ad clicks that could have led to conversions
Negative keywords can help advertisers refine the targeting of their ads by: OR Negative keywords can help advertisers better target their ads by:
Your client is interested in switching from TV, print, and radio advertising. What are the return on investment (ROI) benefits of online advertising campaigns over traditional media advertising?
Target cost-per-acquisition (CPA) bidding can help drive conversions by using your conversion history and:
Target CPA is an AdWords Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction.
When setting up a Search Network campaign for a client, you want her ad to get as many clicks as possible within her budget. Which bid strategy should you use to achieve this goal?
Maximize Clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. This article explains how the automated Maximize Clicks bid strategy works and what its settings are.
You sell autographed sports memorabilia and want to reach people interested in sports. What’s one benefit of promoting your products with a ads in mobile apps campaign on the Display Network?
Advertisers can reach people who are using mobile phones and tablets by showing ads within apps. You can match ads to apps through the Display Network, or choose particular app categories to target.
How would you recommend that William set his budget if he wants to spend US $608 per month on his campaign? OR An advertiser has decided that they want to spend $608 per month for their campaign. How would you recommend they set their budget in their AdWords account?
With AdWords, you choose a daily budget for each campaign based on your advertising goals and the general amount that you’re comfortable spending each day.
Using the paid & organic report for her travel website, Karen noticed a relatively high organic clicks/query rate for the search query “Hawaii vacations.” What does this mean?
The new paid & organic report provides a holistic view of your text ad stats and organic listings at the query level, letting you analyze strengths and gaps in your overall search presence.
Your ad can show to a potential customer when your targeted language matches:
Your ads can appear for customers who use Google products and third-party websites in the languages that your campaign targets. This helps ensure that your ads will appear on sites that are written in the language of the customers you’d like to reach. Example: Let’s say you sell coffee beans online, and you want to target Spanish-speaking customers. You set up an AdWords campaign targeted to the Spanish language, with Spanish ads and keywords. As long as your customers’ Google interface language settings are set to Spanish, your coffee ads can show when your Spanish language customers search for your keywords. Keep in mind that if your customers searched in Spanish but their Google interface language settings were set to English, your ads wouldn’t show. That’s why targeting all languages might be helpful.
What does “converted clicks” measure?
The “Converted clicks” column shows you the number of AdWords ad clicks resulting in one or more conversions within your chosen conversion window.
Which strategy should Giorgio use to increase the number of relevant clicks from his Search Network campaign?
Filter your keywords by clickthrough rate (CTR) to see which keywords get you a lot of impressions, but few clicks. For example, you can filter keywords with a clickthrough rate that’s less than 1%, and then make changes to those keywords so they’re more relevant to your ads.
Why should you link your client’s AdWords account to Google’s Webmaster Tools?
The new paid & organic report provides a holistic view of your text ad stats and organic listings at the query level, letting you analyze strengths and gaps in your overall search presence. This also gives you insight into how your paid text ads and organic search listings work together to connect your business with people searching on Google.