Mixed Deck — All Google Adwords Topics Flashcards

What is the best practice for keeping certifications current as Google Ads evolves?

Answer: Renew annually and review new Skillshop content

Renewing each year and reviewing updated Skillshop content keeps your knowledge and status current.

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

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.

What happens to a user when their membership duration on a remarketing list expires?

Answer: The user is removed from the list and will no longer see ads targeted to that list

Once the membership duration expires, users are removed from the remarketing list and become ineligible to see ads targeted to it unless they revisit your site and re-qualify.

What is the minimum number of certified users a company typically needs for Partners status?

Answer: At least one certified user

Companies must meet a certification requirement that includes having qualifying certified users in the account.

What is the purpose of UTM parameters in Google Ads?

Answer: To track the source, medium, and campaign of traffic in Google Analytics

UTM parameters are URL tags (source, medium, campaign, term, content) appended to destination URLs to pass detailed traffic attribution data into Google Analytics.

What type of ad does a Google Shopping campaign display?

Answer: Product Listing Ads showing product image, title, price, and store name

Shopping campaigns display Product Listing Ads (PLAs) that include a product image, title, price, and store name, appearing in Google Search and the Shopping tab.

What is the benefit of organizing keywords into tightly themed ad groups?

Answer: It improves ad relevance and Quality Score

Tightly themed ad groups let you write closely matching ads, improving relevance and Quality Score.

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?

Answer: Traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data

A significant advantage of online advertising over traditional media is its superior measurability and transparency. Online campaigns provide detailed data on impressions, clicks, conversions, and costs, allowing advertisers to precisely track their return on investment (ROI) and optimize in real-time. Traditional media often lacks this granular tracking, making it difficult to attribute specific results to ad spend and hindering effective optimization.

What is frequency capping in Google Display campaigns?

Answer: Limiting how many times an individual user sees your ad in a given period

Frequency capping limits the number of times a specific user sees your display ads over a set time period, preventing ad fatigue.

What is the typical passing score required for a Google Ads certification assessment?

Answer: 80%

Most Google Ads certification assessments require a score of 80% to pass.

Which setting controls how your budget is spent over the course of a day?

Answer: Ad delivery / bid strategy pacing

Google's bid strategy and delivery manage spending across the day to maximize results within the budget.

What is the benefit of using Smart Bidding strategies?

Answer: They use machine learning to optimize bids for conversions in each auction

Smart Bidding uses auction-time signals and machine learning to optimize for goals.

Which factors determine Ad Rank in Google Ads?

Answer: Bid amount, Quality Score, and expected impact of ad extensions

Ad Rank is calculated using your bid amount, Quality Score (which reflects expected CTR, ad relevance, and landing page experience), and the expected impact of ad extensions and formats.

What is the 'sale price' attribute in a Shopping product feed used for?

Answer: To display a discounted price alongside the original price in Shopping ads

The sale_price attribute allows you to show a reduced price alongside the strikethrough original price in Shopping ads, highlighting discounts to shoppers.

What is a Merchant Center product disapproval?

Answer: When Google rejects a product from serving in Shopping ads due to policy violations or data errors

Product disapprovals occur when a product in your Merchant Center feed violates Google's policies (e.g., prohibited content) or contains data quality issues, preventing it from serving.

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.

What is Smart Bidding?

Answer: Automated bidding using machine learning to optimize for conversions

Smart Bidding uses Google's machine learning to set bids in real time for conversion goals.

Each campaign in your AdWords account should have a single:

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.

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?

Answer: The profit derived from a paid click

When using manual cost-per-click (CPC) bidding with a goal of driving conversions, the ultimate aim is to ensure profitability. Therefore, an advertiser should set keyword bids based on the profit generated by each conversion, which is directly tied to the profit derived from a paid click. This approach ensures that the cost of acquiring a customer through a click does not exceed the value that customer brings, making the campaign financially viable.

Which bidding strategy is best when your main goal is to maximize website visits within a budget?

Answer: Maximize Clicks

Maximize Clicks automatically sets bids to get the most clicks within your budget.