ADWORDS DISPLAY EXAM

1 Which would contribute to a higher Quality Score for a display ad?

Fast landing page load time

Testing all image ad sizes

High number of impressions

High maximum cost-per-clicks (CPCs)

2 A user who is browsing the Internet sees a Google AdWords display ad for laptop

computers on a Display Network site, but does not click on the ad. Two weeks

later, the user is interested in buying a laptop computer and decides to visit the site

from the ad. The user finds the site by performing a Google search, goes directly to

the site, and purchases a laptop. Implementing view-through conversions would be

valuable for the advertiser in this scenario because it would allow them to:

measure the number of potential clicks that are associated with ad

impressions.

track the number of users who saw the ad but did not convert.

measure the number of conversions that are associated with ad

impressions.

track the IP addresses of the users who saw the ad

3 When reviewing her display campaign, Gina sees that there are spikes in traffic to

her site on weekdays from 10am to 1pm. With this data, which would help

optimize her campaign?

IP Exclusion

Frequency Capping

Ad Rotation

Ad Scheduling

4 Ads on YouTube are bought and sold on an auction basis as well as on a

reservation basis at:

discounted rates for strategic partners.

a rate that varies weekly depending on popularity.

a fixed rate for all placements.

a fixed rate that varies by placement and country.

5 In regards to advertising metrics, Auction-based reports can be reviewed by

logging into AdWords and Reservation-based reports can be reviewed:

by requesting it from AdSense.

by logging into AdWords for Video.

by logging into YouTube.

by requesting it from the Google representative.

6 Advertisers might choose to advertise on YouTube if their goal is to:

reach mobile users looking for a nearby product or service.

drive sales to their online store.

target a specific demographic using sound and motion.

reach customers looking for products or service using search.

7 An advertiser creates a display ad with the display ad builder. The ad does not

display properly for all of the ad sizes that the advertiser wishes to use. What

should the advertiser do to ensure that the ad can be shown in all ad sizes without

limiting exposure?

Target placements that only accept ads in the sizes that display the content

properly.

Continue to redesign the ad using the display ad builder until the content

appears properly for all desired ad sizes.

Allow all ad sizes to show on all placements.

Create new display ads that will work well with the ad sizes that are not

working properly.

8 An advertiser using cost-per-thousand impressions (CPM) bidding wants to

maximize exposure on a specific set of sites that have been selected for a new

campaign. Which is a best practice that this advertiser should employ when setting

up the new campaign?

Choose websites that represent a variety of themes.

Set bids at the ad group or campaign levels.

Set individual bids for each website selected

Create a campaign for each website.

9 An advertiser who wants to target specific categories of video content on the

Google Display Network should:

use the AdWords for Video Tool.

add the keyword 'video' to the campaign.

target the Search Network.

add a click-to-play video ad to the campaign.

10 If an advertiser chooses to run ads in image or video formats, Google will:

require that cost-per-thousand impressions (CPM) bidding be used.

charge an additional fee to serve these ads.

Display these ads on the Google Display Network.

display these ads on the Google Search Network.

11 Which report is helpful when using Site and Category Exclusions?

Placement Report

Ad Group Report

Keyword Report

Campaign Report

12 Frequency capping limits the number of times:

your ads appear to the same person on the Search Network.

your ads appear to users with the same IP address.

your ads appear during the designated days and hours that you set.

your ads appear to the same person on the Display Network.

13 Which bidding option is best suited for an advertiser focused on branding goals?

Cost per acquisition (CPA)

Effective cost-per-thousand impressions (eCPM)

Cost-per-thousand impressions

Cost-per-click (CPC)

14 Managed placements allow advertisers to:

target relevant placements across the entire Google Display Network based on

their keyword lists.

give Google the ability to select placements for them and set industry

appropriate bids.

bid differently for specific placements on the Google Display Network

exclude a specific ad unit on a network page where there are multiple ad units.

15 View-through conversions are only available to:

advertisers that have opted into the Search Network.

advertisers that have implemented Conversion Optimizer.

advertisers that are using AdWords for Video.

advertisers that have implemented Conversion Tracking.

16 What is the best definition of Google display advertising?

Non-text ads that use images, Flash, video or other technologies, and appear

alongside publisher content.

Non-text ads that use images, Flash, video or other technologies, and appear

alongside Display Network sites or search results on the Google homepage.

Image ads that appear on the Google Display Network.

Image ads that appear on Display Network pages or search results.

17 Display inventory on the Google Display Network can come from AdSense or:

Right Media

Teracent

The DoubleClick Ad Exchange

AdWords

18 Anna is an advertiser that wants to increase the reach and visibility of her ads.

Which bidding strategy is best for Anna?

Cost-per-view (CPV)

Cost-per-click (CPC)

Cost-per-impression (CPM)

Cost-per-day (CPD)

19 Which feature applies to the Google Display Network, but not the Google

Search Network?

Frequency capping

Location targeting

Cost-per-click (CPC) bidding

Language targeting

20 When advertisers who are using cost-per-thousand impressions (CPM) bidding

click on their own display ads, Quality Score:

is not affected because the clicks are automatically filtered out by Google's

Invalid Click technology.

is not affected because CTR is not a factor with CPM bidding

improves for that placement because the clickthrough rate (CTR) increases.

improves for that placement because the cost-per-thousand impressions (CPM)

bid decreases.

21 Which is the best type of campaign for advertisers to target a set of specific sites

they've chosen?

Category targeting

Placement targeting

Demographic targeting

Keyword contextual targeting

22 With Click-to-Play videos, a best practice is to:

use a call-to-action in the opening image.

use an opening image that feels commercial.

save the key message until the last 10 seconds of the video.

keep the video to around 4 minutes.

23 An advertiser is running a placement-targeted campaign on YouTube, and is

consistently reaching the daily budget for the campaign. The advertiser is also

receiving conversions at the desired cost per conversion. Based on this information,

the advertiser should:

decrease the cost-per-click bid.

increase the campaign's budget.

decrease the campaign's budget.

target a specific demographic.

24 When planning a campaign, the first thing that an advertiser should think about

should be:

the advertiser's goals.

the tools available to build a display ad.

the advertiser's daily budget.

the tools available to optimize the campaign.

25 An ad's Quality Score on the Google Display Network will affect:

the Quality Score for the same ad on Google and the Google Search Network.

the Quality Scores for the keywords in that ad group.

whether an ad is eligible to enter the ad auction

The Display Network partners on which the ad is eligible to show.

26 When using cost-per-acquisition (CPA) bidding, an advertiser bids using a

maximum CPA and pays by:

Click

Conversion

Viewthrough

Impression

27 With TrueView in-search, an advertiser pays:

on a CPM basis.

after the viewer watches for at least 30 seconds or to the end of the video.

only when a viewer chooses to watch the video.

after the viewer sees 5 seconds of the video.

28 True or False: A best practice for selecting keywords with a TrueView in-

display campaign, is to consider using other YouTube user tags for keywords.

False

True

29 True or False: An advertiser can target mobile apps via AdWords.

True

False

30 Which is a benefit of using display advertising with Google to build brand

awareness?

Higher clickthrough rates (CTR) than on Google Search

Accurate forecasts of clicks and impressions

Expansive network of diverse sites

Consistent performance from day-to-day

31 Which is a video ad that can be implemented using AdWords for Video?

TrueView Video Ads

InVideo Ads

Homepage Expandable Masthead Unit

Homepage Masthead Unit

32 Which builds keyword lists that can be used to show your ads on relevant

webpages across the Google Display Network?

Display Campaign Optimizer

Keyword Tool

Google Analytics

Contextual Targeting Tool

33 True or False: When an advertiser edits an ad extension within an Enhanced

Campaign, then all the performance statistics are lost.

True

False

34 An advertiser who already has AdWords Conversion Tracking installed wants to

optimize a campaign that contains display ads. In order to identify the websites that

are generating sales, the advertiser should review:

the average cost-per-conversion of the campaign.

the Site Search report within Google Analytics.

the "conversions" column of the Placement Performance report.

their clickthrough rate (CTR) for each placement.

35 An advertiser selling airline tickets has designed an image ad with drop-down

menus for departure and arrival airport locations. Rather than programming the

drop-down menu to show actual airports, the advertiser wants a click on the ad to

take the user to his

or her website. This ad will:

be disapproved because it mimics a function the ad cannot perform.

perform poorly on the Display Network because it will frustrate users.

be resized on the Display Network because it lacks animation elements.

perform well on the Display Network because it contains relevant information.

36 Which tool is best suited to aid an advertiser that does not want to do the work

of finding and bidding on placements?

Display Campaign Optimizer

Conversion Optimizer

Keyword Tool

Placement Tool

37 An advertiser is running video ads on a placement-targeted campaign. Recently,

the play rate for the video ads has decreased. To understand if the decreased play

rate is due to the same users seeing the ad repeatedly and therefore not watching the

video again,

this advertiser should:

utilize the 'Playbacks through 50% of video' reporting feature.

run a Placement Performance report.

run a Reach and Frequency report.

enable conversion tracking.

38 Ads are more likely to be contextually relevant with the sites they're on using:

Placement Targeting

Topic Targeting

Remarketing

Interest Category Targeting

39 How long should advertisers wait after creating a new display campaign before

analyzing its performance?

2-3 days

1 month

2-3 weeks

1 week

40 Frequency capping gives advertisers the ability to specify a limit to the number

of:

clicks for a unique user.

impressions for a unique user.

impressions for all users.

clicks for all users.

41 What is a best practice for building ads using the display ad builder?

Use the same template for all ads.

Create a text-heavy ad.

Add a visible display URL.

Use multiple, small images.

42 John is an advertiser concerned the traffic fluctuations from his campaign he

created through AdWords for Video.

Which is a reason why traffic fluctuations may have occurred for this video

campaign?

The Quality Score of the campaign has increased.

John's "Search campaign" hit the daily budget.

User behavior has changed on the videos or channel being targeted.

There was an increase in searches performed on Google on keywords that John

has placed bids.

43 The display ad builder allows advertisers to:

create display ads to be used in any online or offline format.

use templates to create display ads at scale.

edit and manipulate images and video footage to be used in their display

ads.

download and edit display ads created by third party developers.

44 Which best practice is advisable when optimizing ad groups within a placement-

targeted display campaign?

Group placements with similar themes into the same ad group

Create a separate ad group for each placement.

Move automatic and managed placements into separate ad groups.

Group all placements together into a single ad group.

45 A direct response advertiser is primarily interested in generating conversions

from a display campaign. To get the best return on investment, this advertiser

should use:

cost-per-thousand impressions (CPM) bidding.

Ad Scheduling.

Conversion Optimizer.

cost-per-day (CPD).

46 Christina is an advertiser that wants to drive traffic to her site, has return on

investment goals, and is already using AdWords Conversion Tracking. Which

bidding strategy is best for Christina?

Cost-per-view (CPV)

Cost-per-day (CPD)

Cost-per-impression (CPM)

Cost-per-click (CPC)

47 Why is it beneficial to include a text ad in the same ad group as an image ad

when advertising on the Google Display Network?

It ensures maximum coverage, as some publishers do not accept all ad

formats.

Image ads do not perform as well on the Google Display Network.

Text ads do not perform as well on the Google Display Network.

It ensures one of the ad formats will win the auction and show on a

publisher site.

48 A direct response advertiser would like to promote a new line of non-stick

cookware that is being sold on an E-commerce site with a display ad. This

advertiser should choose a landing page for the ad that features:

all cookware sold on the site.

a specific pan within the new line.

the entire new line of non-stick cookware.

all non-stick cookware sold on the site.

49 Which allows an advertiser to reach users that have previously visited the

advertiser's site, and show the user relevant ads when the user visits other sites on

the Google Display Network?

Placement Targeting

Interest Category

Topic Targeting

Remarketing

50 TrueView in-slate ads show: *This is no longer available*

before YouTube partner videos that are 10 minutes or longer.

automatically; and users see 5 seconds of the video and can keep watching or

skip it.

automatically; and users see 10 seconds of the video and can keep watching or

skip it.

before YouTube partner videos that are 5 minutes or longer.

51 In terms of number of queries, YouTube is the:

5th largest search engine on the web.

2nd largest search engine on the web

3rd largest search engine on the web.

10th largest search engine on the web.

52 Frequency capping limits the number of times:

your ads appear to users with the same IP address.

your ads appear to the same person on the Display Network.

your ads appear during the designated days and hours that you set.

your ads appear to the same person on the Search Network.

53 Which of the following metrics is typically most important in measuring a direct

response advertiser's performance on the Google Display Network?

Clickthrough Rate (CTR)

Conversions

Clicks

Impressions

54 For advertisers bidding on a maximum CPC basis, Quality Score on the Google

Display Network is evaluated on the:

CTR of the ad and the relevance of the ad and keywords to the publisher's

site.

Quality Score of keywords across all campaigns and all ad groups.

Quality Score of all campaigns and regional targeting settings.

clickthrough rate (CTR) of all keywords across the entire account and the

relevance of the ad text and keywords to the advertiser's landing page.

55 When optimizing for the Google Display Network, a clear call-to-action in the

ad text is important to:

improve the Quality Score of the ad on all Google properties.

increase overall impressions for the ad.

identify the traffic to your website that was generated by AdWords ads.

set expectations for users who are in various stages of the buying cycle

56 Why is it recommended to separate Display Network campaigns from Search

Network campaigns?

Separate campaigns allow for more accurate location targeting.

Different campaign settings may be more effective on different networks.

Higher bids are required to be successful on the Google Display Network.

Lower clickthrough rates (CTRs) on the Google Display Network can

negatively affect Quality Score.

57 Which automatically optimizes both targeting and bidding to help find

additional conversion for Display Network campaigns?

Display Campaign Optimizer

Placement Tool

Google Analytics

Contextual Targeting Tool

58 What is a benefit of using the display ad builder to create an image ad?

Ability to choose from pre-existing design templates.

Ability to extend reach of a display campaign to Google search partners

Automatically create image ads from existing text copy

Automatically adjust image content based on campaign performance

59 An advertiser notices that a display campaign is receiving a large number of

conversions at certain times and days of the week. Which feature would help this

advertiser maximize the number of conversions received at the campaign's current

budget?

Ad Scheduling

Frequency Capping

Bid Optimizer

Ad Rotation

60 Cost-per-thousand impressions (CPM) bidding is only available for:

campaigns that target search partner sites.

campaigns that target the Google Display Network

accounts that are using prepay billing.

accounts using U.S. Dollars for billing currency.

61 If a display ad appears "above the fold," this means that the ad:

will appear anywhere on the front page of the website.

will appear at the top of each page of the website.

can be viewed in the upper portion of the page without scrolling.

takes up more than 20% of the webpage.

62 An advertiser wants a display ad to be eligible to appear on YouTube. The

advertiser has already created a campaign set to show only on managed placements

within AdWords. What process does this advertiser need to follow for the ad to be

eligible to appear on

YouTube?

Select youtube.com or specific sections within YouTube where the ads will

appear.

Create a campaign that targets other video sites on the Google Display

Network.

Create a 160x600 ad and add YouTube specific keywords to the ad group.

Select specific user-generated content on YouTube where the ads will appear.

63 Where do the majority of AdWords ads on YouTube appear?

Watch Pages

Contest pages

YouTube homepage

Event pages

64 True or False: An advertiser can target YouTube homepage on mobile devices

via AdWords.

False

True

65 Advertisers using the Google Display Network can use the Placement

Performance Report to determine:

the frequency at which an ad is shown for a given user.

the site URL where users have seen their ad.

Internet Protocol (IP) addresses of users who have seen their ad.

country of residence of users who have seen their ad.

66 An advertiser purchasing display advertising through other ad networks can still

benefit from using AdWords display ads because the advertiser:

can fill in the gaps of niche and mass-marketed sites using AdWords

targeting options.

will show on all ad networks and will reinforce the advertiser's message.

offer the ability to infinitely loop animated image ads.

can appear multiple times on a page to reinforce the advertiser's message.