Fundamentals Exam Answers Flashcards

Your client wants to show ads to people who’ve visited her website before. Which Adwords feature would you recommend she use?

Answer: Remarketing

Remarketing (also known as retargeting) is an AdWords feature specifically designed to show ads to people who have previously visited your website or used your app. This allows advertisers to re-engage with interested users, reminding them of products or services they viewed and encouraging them to return and complete a desired action, such as a purchase.

You sell video games and want people who play mobile gaming apps to know about your store. What’s one benefit of promotion your products with a mobile apps campaign on the Display Network?

Answer: It allows you to show your ad on app categories that you choose

When promoting products with a mobile apps campaign on the Display Network, you can target specific app categories. This means your ads for video games can appear within gaming apps or other relevant app categories, reaching users who are already engaged with mobile apps and likely to be interested in your products. It allows for contextual placement within the app ecosystem.

Tony travels frequently. He needs to be able to make changes to his AdWords account while he’s offline, so he downloads AdWords Editor. Using AdWords Editor, Tony can do all of the following except:

Answer: Refresh data to reflect the latest statistics on his cost-per-click (CPC) campaign

AdWords Editor is an offline tool for managing campaigns, allowing users to make bulk changes and edits without an internet connection. However, it cannot refresh real-time performance statistics like cost-per-click (CPC) data or other live metrics. To see the latest performance, Tony would need to sync his changes with the online AdWords interface, which requires an internet connection.

Your client’s campaign is consistently meeting its average daily budget. What should you do to maximize your client’s budget throughout all hours of the day?

Answer: Change the ad delivery method from “Accelerated” to “Standard”

When a campaign consistently meets its daily budget, 'Accelerated' delivery spends the budget as quickly as possible, potentially exhausting it early in the day. Changing to 'Standard' delivery tells Google Ads to spread the budget more evenly throughout the day. This helps ensure ads are shown across all hours, maximizing visibility and potential conversions over the entire day rather than just the morning.

How can you see if people are searching for your client’s services during the early morning and evening hours?

Answer: Segment performance statistics by time

To determine if people are searching for your client's services during specific hours, you need to segment your campaign performance data by 'Time,' specifically 'Hour of day.' This breakdown will show you impressions, clicks, and conversions for each hour. This allows you to identify peak search times and adjust bidding or ad scheduling to optimize for those periods.

What’s one benefit of creating multiple ad groups?

Answer: You can break up keywords and ads into related themes

Creating multiple ad groups allows you to organize your campaign into highly specific, related themes. Each ad group can contain a tightly focused set of keywords and corresponding ad copy that is highly relevant to those keywords. This improves ad relevance, Quality Score, and the overall user experience, leading to better campaign performance and more targeted messaging.

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

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

The Google Search Network is fundamentally designed for intent-based advertising. You choose to advertise on it to reach customers at the precise moment they are actively searching on Google for information, products, or services related to your business. This allows you to connect with users who have expressed a direct interest through their search queries.

When choosing a maximum cost-per-click (max. CPC) bid, you should consider the amount that you make from a purchase because you want to set a bid amount that’s:

Answer: based on how much your product is worth

When choosing a maximum cost-per-click (max. CPC) bid, you should consider the value of a conversion (e.g., a sale) to your business. Your bid should be based on how much your product is worth and the profit you expect to make from a sale. This ensures your bids are set at a level that is profitable and aligns with the actual value each customer brings to your business.

When reviewing the Search terms report for one of your client’s campaigns, you notice several terms that aren’t relevant to what they’re advertising. How can you use this information when refining the campaign’s keywords?

Answer: Add the terms as negative keywords

If the Search terms report reveals irrelevant search queries, adding them as negative keywords is crucial. Negative keywords prevent your ads from showing for those specific terms, ensuring your budget isn't wasted on clicks from users who aren't interested in your client's offerings. This refines targeting, improves ad relevance, and increases campaign efficiency by focusing on valuable searches.

Mimi wants to reach people searching for baked goods, but only wants her ads to show during the hours she’s open for business. Which campaign type is a good fit?

Answer: “Search Network only – All features”

The "Search Network only" campaign type is ideal because Mimi wants to reach people who are actively *searching* for baked goods. The "All features" option is crucial as it provides access to advanced settings like ad scheduling, which allows her to specify that ads only show during her business hours. This combination ensures her ads are relevant and appear only when she can serve customers.

All other things being equal, if you’ve set a maximum CPC bid of $1.00 for your ads, and if the next most competitive bid is $0.50 for the same ad position, what is the actual amount you’d pay for that click?

Answer: 51

Google Ads operates on a second-price auction model, meaning you pay the minimum amount necessary to outrank the next highest bidder. If the next most competitive bid is $0.50, you would typically pay one cent more than that amount. Therefore, to secure the ad position, you would pay $0.50 + $0.01 = $0.51.

Google Analytics can help you learn more about the behavior of your client’s customers because it shows you how:

Answer: they interact with her website

Google Analytics is a web analytics service that tracks and reports website traffic. It provides detailed data on how users navigate, engage with content, and complete goals on a client's website. This includes metrics like pages visited, time on site, bounce rate, and conversion paths, offering insights into their online behavior.

What happens when a campaign consistently meets its average daily budget?

Answer: Ads in that campaign will show less often than they could

When a campaign consistently meets its average daily budget, Google stops showing its ads for the remainder of that day. This means the campaign misses out on potential impressions and clicks that could have occurred if the budget were higher. Consequently, the ads will show less often than they could, limiting the campaign's overall reach and performance.

Which bidding strategy should Sara use if her goal is to get more people to call her local catering business?

Answer: Cost-per-acquisition (CPA)

Sara's goal is to get more people to call her business, which is a specific conversion action. Cost-per-acquisition (CPA) bidding is designed to optimize for conversions, allowing advertisers to set a target cost for each desired action. This strategy helps maximize the number of calls within a specified budget.

When creating text ads to advertise a client’s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?

Answer: Include call-to-actions, such as “Find the nearest location”

To make ad text compelling, it should clearly guide potential customers toward a desired action. Including strong call-to-actions (CTAs) like “Find the nearest location” directly addresses user intent for a local business and provides a clear next step. This makes the ad more actionable and relevant to someone searching for a restaurant.

Keyword Planner can help you build a new Search Network campaign by:

Answer: multiplying keyword lists together

Keyword Planner is a powerful tool for keyword research and campaign planning. One of its key functions is the ability to combine multiple lists of keywords, effectively 'multiplying' them to generate a comprehensive set of new keyword ideas. This helps advertisers discover relevant search terms and build out extensive keyword lists for their Search Network campaigns.

Research for a client who owns used car dealerships show that people who visit his website also visit certain popular car blogs. Which targeting method would you use to reach these people?

Answer: Placements

Placements targeting allows advertisers to choose specific websites, apps, or video channels on the Google Display Network where they want their ads to appear. Since the research identified specific car blogs that the client's audience visits, directly targeting these known websites through placements is the most effective method to reach those people.

Your client’s campaign is getting a lot of clicks, but the conversion rate is low. Which approach could help improve your client’s conversion rate?

Answer: Make sure the landing page is closely related to the ad

A low conversion rate despite many clicks often indicates a disconnect between the ad and the landing page. Users click the ad expecting specific information or an experience, and if the landing page doesn't deliver on that promise or is irrelevant, they will leave without converting. Ensuring the landing page is highly relevant and consistent with the ad's message improves user experience and conversion likelihood.

On the Display Network, your ad is eligible to show on a webpage if your:

Answer: keywords match that webpage’s content

On the Display Network, Google uses contextual targeting to determine ad eligibility. This means Google analyzes the content of a webpage and, if your keywords are relevant to that content, your ad becomes eligible to show. This ensures your ads are displayed alongside content that aligns with your target audience's interests.

When someone clicks your ad, the actual amount you’re charged will be:

Answer: The minimum needed to hold your ad position, under the maximum cost-per-click (max. CPC) limit

When someone clicks your ad, Google Ads uses a second-price auction system. You are charged the minimum amount necessary to maintain your ad's position and outrank the next competitor, but this amount will never exceed your maximum cost-per-click (max. CPC) bid. This system ensures you pay only what's required to secure your spot.