Google AdWords Display Advertising Exam Answers 2018

Google AdWords Display Advertising Exam Answers

*Disclaimer: All questions below are from live exams within the month of Nov 2017. Using these answers resulted in 85% on the test, so they are not all correct (or I went too fast). Double check your answers when taking the exam!

Q: When planning a campaign, the first thing that an advertiser should think about should be:
A: the advertiser’s goals

Q: Which is benefit of using display advertising with Google to build brand awareness?
A: Expansive network of diverse sites

Q: For an advertiser focused on branding, what are the key success metrics?
A: Reach and Frequency

Q: 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:
A: the entire new line of non-stick cookware

Q: Which of the following is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?
A: Conversions

Q: A direct response advertiser is primarily interested in generating conversions from a display campaign. To get the best return on investment (ROI), this advertiser should use:
A: Conversion Optimizer

Q: Which bidding option is best suited for an advertiser focused on branding goals?
A: Cost-per-thousand impressions

Q: Why is recommended to separate Display Network campaigns from Search Network campaign?
A: Different campaign settings may be more effective on different networks

Q: Which is a unique benefit of creating a separate campaign that is only targeted to the Google Display Network?
A: Allocate budget and control spend more effectively across campaigns

Q: On Schedule Indicator (OSI) is:
A: The percent likelihood the campaign will deliver all impressions booked

Q: 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?
A: Ad Scheduling

Q: Jackie is an advertiser that wants to target by using both Remarketing and Product Listings. What is the best targeting strategy for Jackie to execute this?
A: Create two campaigns: one targeted to “Display – Remarketing” and the other targeted to “Search – product Listings”

Q: How long should advertisers wait after creating a new display campaign before analyzing its performance?
A: 2-3 weeks

Q: Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?
A: Placement targeting

Q: True or False: When an advertiser edits an ad extension within an Enhanced Campaign, then all the performance statistics are lost
A: False

Q: Which tool is best suited to aid an advertiser that does not want to do the work of finding and bidding on placements?
A: Display Campaign Optimizer

Q: 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?
A: Ad Scheduling

Q: Which automatically optimizes both targeting and bidding to help find additional conversion for Display Network campaigns?
A: Display Campaign Optimizer

Q: What is it beneficial to include a text ad in the same ad group as an image ad when advertising on Google Display Network?
A: It ensures maximum coverage, as some publishers do not accept all ad formats.

Q: Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?
A: Group placements with similar themes into the same ad group

Q: An advertiser who sells Java coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, the advertiser runs a Placement Performance Report and notices that the ad is showing up on website related to JavaScript programming. What should the advertiser do in order to avoid appearing on these irrelevant sites and other sites related to Javascript programming?
A: Add negative keywords like “programming” or “Javascript”

Q: Managed placements allow advertisers to:
A: bid differently for specific placements on the Google Display Network

Q: An advertiser selling airplane 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:
A: be disapproved because it mimics a function the ad cannot perform

Q: Which would contribute to a higher Quality Score for a display ad?
A: Fast landing page load time

Q: Ads are more likely to be contextual relevant with the sites they’re on using:
A: Topic Targeting

Q: An ads Quality Score on the Google Display Network will affect:
A: whether an ad is eligible to enter the ad auction

Q: Which is a method for evaluating performance that is only available for display ads created with the display ad builder?
A: Mouseover rate

Q: What is the best practice for building ads using the display ad builder?
A: Add a visible display URL

Q: 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?
A: Create new display ads that will work well with the ad sizes that are not working properly.

Q: Which builds keyword lists that can be used to show your ads on relevant webpages across the Google display network?
A: Contextual targeting tool

Q: When competing for the same ad unit, if the Ad Rank of a cost-per-thousand impressions (CPM), placement-targeted ad is higher than the combined Ad Rank of all competing keyword-targets ads, then the:
A: placement-targeted ad will be the only ad to appear in the unit.

Q: An advertiser who has seen success on the Google Display Network with text ads wants to start using display ads for a seasonal advertising campaign. The advertiser has a medium-sized creative team to create these ads. Why should this advertiser consider using Google’s display ad builder tool as opposed to other tools?
A: Display ad builder will allow the advertiser to easily create and change creative messaging.

Q: When optimizing for the Google display network, a clear call-to-action in the ad text is important to:
A: set expectations for users who are in various stages of the buying cycle

Q: The display ad builder allows advertisers to:
A: use templates to create display ads at scale

Q: Which is a best practice for creating an effective ad using the display ad builder?
A: Use a color scheme that complements your image and brand

Q: Jimmy is a surfing company’s brand manager, and is implementing his video campaign. When selecting his video still, which is the best to demonstrate that the video is a short surfing video?
A: When the surfer paddles out to the wave

Q: What is a benefit of using the display ad builder to create an image ad?
A: Ability to choose from pre-existing design templates

Q: If a display ad has been disapproved, how does an advertiser submit a request for another review?
A: Save the edited ad or upload a new ad in AdWords

Q: When using CPA bidding, an advertiser bids using a maximum CPA an pays by:
A: Click

Q: True or False: Auction bidding is not a concern for advertisers using reservations, as these placements are fixed a price.
A: True

Q: 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?
A: Cost Per Click (CPC)

Q: For advertisers bidding on a maximum CPC basis, Quality Score on the Google Display Network is evaluated on the:
A: CTR of the ad and the relevance of the ad and keywords to the publisher’s site

Q: Which bidding option is best suited for an advertiser focused on direct response marketing goals?
A: Cost-per-Click (CPC)

Q: When advertisers who are using cost-per-thousand impressions (CPM) bidding click on their own display ads, Quality score:
A: is not affected because CTR is not a factor with CPM bidding

Q: Cost-per-thousand impressions (CPM) bidding is only available for:
A: campaigns that target the Google display network

Q: 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?
A: set bids at the group or campaign levels

Q: Anna is an advertiser that wants to increase the reach and visibility of her ads. Which bidding strategy is best for Ana?
A: Cost-per-impression (CPM)

Q: In order to use the Conversion Optimizer, an advertiser must:
A: be using CPC biding

Q: An advertiser wants a display ad to be eligible to appear on You Tube. The advertiser has already 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 You Tube:
A: Select youtube.com or specific sections within YouTube where the ads will appear.

Q: Where do the majority of AdWords ad on YouTube appear?
A: Watch pages

Q: In terms of numbers of queries, YouTube is the:
A: 2nd and largest search engine on the web

Q: Ads on YouTube are bought and sold on an auction basis as well as on a reservation basis at:
A: a fixed rate that varies by placement and country

Q: An advertiser is running a placement-targeted campaign on You Tube, 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:
A: increase the campaign’s budget

Q: Advertisers might choose to advertise on YouTube if their goal is to:
A: target a specific demographic using sound and motion

Q: View-through conversions are only available to:
A: advertisers that have implemented Conversion Tracking

Q: True or False: An advertiser can target YouTube homepage on mobile devices via AdWords:
A:False

Q: TrueView in-slate ads show:
A: before YouTube partner videos that are 10 minutes or longer

Q: With the TrueView in-search, an advertiser pays:
A: only when a viewer chooses to watch the video

Q: An Adwords advertiser who is promoting the release of a French film wants to advertise on YouTube. The film is entirely in French with no subtitles. The advertiser is already promoting the film heavily in France trough a traditional advertising campaign but wants to ensure that the online ads reach the most relevant YouTube audience. Which targeting option should this advertiser select?
A: Set language targeting options for the campaign containing the ads for the film.

Q: 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,
A: True

Q: An advertiser who purchases a YouTube homepage masthead ad pays a:
A: fixed cost-per-day (CPD)

Q: John is an advertiser concerned the traffic fluctuations from his campaign he created through AdWords for Video. Which is reason why traffic fluctuations may have occurred for his video campaign?
A: User behavior has changed on the videos or channel being targeted

Q: Which video formats is changed using cost-per-view (CPV) pricing?
A: TrueView Video Ads

Q: In order to run a display ad trough AdWords, a campaign must be opted into:
A: Google Display Network

Q: If an advertiser chooses to run ads in image or video formats, Google will:
A: Display these ads on the Google Display Network

Q: What is the best definition of Google display advertising?
A: Non-text ads that use images, flash, video or other technologies, and appear alongside publisher content.

Q: Which feature applies to the Google Display Network, but not the Google Search Network?
A: Frequency capping

Q: True or False: Video search behavior is different than traditional searching behavior
A: True

Q: Frequency capping limits the number of times:
A:your ads appear to the same person on the Display Network

Q: Frequency capping gives advertisers the ability to specify a limit to the number of:
A: Impressions for a unique user

Q: Frequency capping limits the number of times:
A: your ads appear to the same person on the Display Network

Q: The AdWords system will calculate the effective cost-per-thousand impressions (eCPM) for an ad entering into an auction for the Google Display Network when there are:
A: both CPM and CPC ads entering the auction

Q: Which feature could help advertisers determine if the clicks they are receiving on the Google Display Network are valuable?
A: Conversion Tracking

Q: An advertiser purchasing display advertising through other networks can still benefit from using AdWords display ads because the advertiser:
A: can fill in the gaps of niche and mass-marketed sites using AdWords targeting tool

Q: 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?
A: Remarketing

Q: If a display ad appears “above the fold” this means that the ad:
A: can be viewed in the upper portion of the page without scrolling

Q: With Click-to-Play videos, a best practice is to:
A: use a call-to-action in opening image

Q: True or False: An advertiser can target mobile apps via AdWords
A: True

Q: Display inventory on Google Display Network can come from Adsense or:
A: The DoubleClick Ad Exchange

Q: Which ad format is easiest to create, edit, and has the widest reach on the Google Display Network?
A: Text ads

Q: Which is a video ad that can be implemented using Ad Words for video:
A: True View Video ads

Q: An advertiser who wants to target specific categories of video content on the Google Display Network should:
A: use the AdWords for Video tool

Q: Which report should advertisers run to see which Google Display Network properties displayed their ads and view associated statistics?
A: Placement Performance

Q: An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for 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:
A: run a Reach and Frequency report

Q: In regards to advertising metrics, Auction-based reports can be reviewed by logging into AdWords and Reservation-based reports can be reviewed:
A: by requesting it from the Google representative

Q: Which report is helpful when using Site and Category Exclusions?
A: Placement report

Q: Which allows advertisers to see which sites referred visitors with the most time spent on site
A: Google Analytics

Q: 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:
A: the “conversions” column of the Placement Performance report

Q: Advertisers using the Google display network can use the Placement Performance Report to determine:
A: the site URL where users have seen their ad

Q: A user who is browsing the internet sees Google Adwords display ad for laptop computers on a Google 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-trough conversions would be valuable for the advertiser in this scenario because it would allow them to:
A: measure the number of conversions that are associated with ad impressions

Q – If your client runs a car dealership and wants to increase brand awareness among auto enthusiasts, which bidding type would you suggest?

• Target cost-per-acquisition (CPA)
• Viewable cost-per-thousand-impressions (vCPM)
• Cost-per-view (CPV)
• Cost-per-day (CPD)

The correct Answer is:

• Viewable cost-per-thousand-impressions (vCPM)

Q –

Which practice would be acceptable under Google’s editorial and technical requirements?

• Including a generic phrase like “Buy products, click here”
• Linking to a site that’s under construction
• Showing a URL that doesn’t accurately indicate the landing page, such as “google.com” taking people to gmail.com
• Promoting documented copyrighted content

The correct Answer is:

• Promoting documented copyrighted content

Q – Your client wants to reach customers who are browsing content relevant to the company’s keywords and highly likely to buy their products. You recommend using the Search Network with Display Select because the Display Option:

• uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions
• optimizes keywords and applies affinity targeting conversion models to target ads
• uses dynamic placement to target web pages and applies predictive conversion models to target ads
• optimizes affinity targeting to place ads on all relevant web pages

The correct Answer is:

• uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions

Q – Where can you place a client’s image and video ads?

• On the Display Network only
• On the Search Network only
• On the Search Network and YouTube
• On the Search and Display Networks

The correct Answer is:

• On the Display Network only

Q – The Ad Gallery allows advertisers to:

• download and edit display ads created by third party developers
• edit and manipulate images and video footage to be used in their display ads
• create display ads to be used in any online or offline format
• use templates to create display ads at scale

The correct Answer is:

use templates to create display ads at scale

Q – You might choose to use preferred layouts for dynamic display ads if your client:

• wants to choose the features but not the layouts
• doesn’t care if AdWords chooses the layouts and features
• wants to choose the layouts but not the features
• wants to choose the layouts and features

The correct Answer is:

• wants to choose the layouts and features

Q – Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

• In-market audiences using the “Infant & Toddler Feeding/Toddler Meals” category
• Managed placements
• Similar audiences
• Dynamic remarketing

The correct Answer is:

• In-market audiences using the “Infant & Toddler Feeding/Toddler Meals” category

Q – Viewable cost-per-thousand impressions (vCPM):

• applies to all ads that appear in Google Search and on the Display Network
• lets you pay only for the impressions that become viewable
• lets you bid based on AdWords’ projected views of your ad
• counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more

The correct Answer is:

• lets you pay only for the impressions that become viewable

Q – Which tool works best to help advertisers automatically find and bid on relevant placements?

• Targeting optimization
• Keyword Planner
• Display Planner
• Conversion Optimizer

The correct Answer is:

• Display Planner

Q – An advertiser using viewable cost-per-thousand impressions (vCPM) bidding wants to maximize exposure on a specific set of sites selected for a new campaign. Which is a best practice when setting up the campaign?

• Create a campaign for each website
• Set bids at the ad group or campaign level
• Choose websites that represent a variety of themes
• Set bids on individual placements

The correct Answer is:

• Set bids on individual placements

Q – To raise awareness of what you’re advertising without limiting who might see your ads, you should:

• add multiple targeting methods and use the “Target and bid” setting
• set a topic bid adjustment to show your ads on multiple pages about a specific topic
• set a mobile bid adjustment to reach more customers on mobile devices
• add multiple targeting methods and use the “Bid only” setting

The correct Answer is:

• add multiple targeting methods and use the “Bid only” setting

Q – If you’re considering a Display Network campaign and want to estimate the reach of different targeting options, you’d use:

• Keyword Planner
• Google Analytics
• Ad Preview and Diagnosis
• Display Planner

The correct Answer is:

• Display Planner

Q – Haley’s client wants to drive sales of her new cookboook that’s about gluten-free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “Target and bid” setting, her client’s ads can show when:

• only the keywords match
• only the topics match
• the keywords and bid match
• the keywords and topics match

The correct Answer is:

• the keywords and topics match

Q – Which of these metrics is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?

• Clicks
• Impressions
• Conversions
• Cilckthrough Rate (CTR)

The correct Answer is:

• Conversions

Q – When an advertiser using viewable cost-per-thousand impressions (vCPM) bidding clicks on his own display ad, Quality Score:

• is not affected because the click is automatically filtered out by Google’s invalid click technology
• improves for that placement because the vCPM bid decreases
• improves for that placement because the clickthrough rate (CTR) increases
• is not affected because clickthrough rate (CTR) is not a factor with vCPM bidding

The correct Answer is:

• is not affected because the click is automatically filtered out by Google’s invalid click technology

Q – Which automatically expends your reach based on your campaign’s conversion history to help get as many conversions as possible for Display Network campaigns?

• Aggressive targeting
• Google Analytics
• Ad Preview and Diagnosis tool
• Display Planner

The correct Answer is:

• Aggressive targeting

Q – What’s something you can do in Ad gallery to enhance a dynamic display ad?

• Add a flashing border
• Upload your own call-to-action button
• Make the call-to-action button blink
• Customize your logo and colors

The correct Answer is:

• Customize your logo and colors

Q – In order to use Conversion Optimizer, an advertiser must:

• have a certain number of conversions in the previous 30 days
• be opted in to the Search Network and YouTube
• be opted in to the Search Network
• be using viewable cost-per-thousand impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days

The correct Answer is:

• have a certain number of conversions in the previous 30 days

Q – Someone browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on it. 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 because it could:

• track the IP addresses of the users who saw the ad
• measure the number of conversions that are associated with ad impressions
• track the number of users who saw the ad but did not convert
• measure the number of potential clicks that are associated with ad impressions

The correct Answer is:

• measure the number of conversions that are associated with ad impressions

Q – Which practice would violate Google’s editorial and professional requirements?

• Showing a ValueTrack tag in the text
• Including a question mark in the headline
• Directing people to a page other than the advertiser’s homepage
• Including a border on the ad

The correct Answer is:

• Showing a ValueTrack tag in the text

Q – If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:

• while browsing and using Google Maps
• each time they re-use your mobile app
• when they enter search terms for products like yours on a mobile device
• while using other mobile apps on the same mobile or tablet device

The correct Answer is:

• while using other mobile apps on the same mobile or tablet device

  

Q – Which is a benefit of using a Lightbox ad?

• You can run it on both the Search and Display Networks
• You can use any Display Network targeting method
• There’s no cost for engagement with the ad
• You can be charged only for click-throughs

The correct Answer is:

• You can use any Display Network targeting method

Q – You have a friend who has a small business, and she wants to manage her own AdWords campaign. She has no experience with AdWords and would like to experiment with different options. Which campaign type would you recommend to start?

• Search Network only
• Search Network with Display Select
• Display Network with Search Select
• Display Network only

The correct Answer is:

• Search Network with Display Select

Q – Your client Kevin works for a retailer that sells eco-friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?

• Demographic targeting
• Contextual product targeting
• The “Green Living Enthusiasts” affinity audience
• Gender targeting

The correct Answer is:

• The “Green Living Enthusiasts” affinity audience

Q – On the Display Network, enhanced cost-per-click (ECPC) automatically:

• sets bids to help you get as many conversions as possible
• adjusts your manual bid up or down based on each click’s likelihood to result in a conversion
• sets bids to maximize your conversion value while trying to reach an average return on ad spend
• sets bids to help you get the most clicks within your target spend amount

The correct Answer is:

• sets bids to help you get the most clicks within your target spend amount

Q – Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?

• A text ad with a call extension on the Search Network
• An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items
• A text ad with keywords describing the most popular menu items, like “fish tacos” on the Search Network
• An image ad featuring a drawing of the restaurant on the Display Network

The correct Answer is:

• An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu item

Q – In order to use remarketing with Google Analytics, you need to:

• have a goal conversion rate of 20%
• have your Google Analytics and AdWords accounts linked
• have at least one active AdWords account
• have a goal conversion rate of 30%

The correct Answer is:

• have your Google Analytics and AdWords accounts linked

Q – Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Google Display Network?

• Interest category
• Remarketing
• Topic
• Placement

The correct Answer is:

• Remarketing

Q – Your client Ali has a car dealership. She wants to reach people who are actively researching electric cars and ready to buy one. Which type of targeting would you recommend?

• Demographic targeting
• A broad affinity audience
• In-market audiences
• Dynamic remarketing

The correct Answer is:

• In-market audiences

Q – When creating a display ad, Ad gallery lets you:

• automatically create a display ad from existing ad text
• extend a Display campaign’s reach to Google search partners
• choose from existing design templates
• automatically adjust image content based on campaign performance

The correct Answer is:

• automatically create a display ad from existing ad text

 

Q – A Ready Lightbox ad can contain:

• a video and images
• adult-oriented content
• a 3-D game
• just text with no image

The correct Answer is:

• a video and images

 

Q : In-market audience targeting consists of people:

• who are currently researching options and actively considering buying a product or service like yours
• who are in your overall target demographic group
• whom you’ve reached through remarketing
• who are interacting with contextually relevant content

Q : Your client Christina wants to drive traffic to her site. She has return-on-investment goals and is already using AdWords conversion tracking. Which bidding strategy would you recommend?

• Cost-per-view (CPV)
• Target return on ad spend (ROAS)
• Viewable cost-per-thousand impressions (vCPM)
• Cost-per-day (CPD)

Q : An advertiser who’s had success with text ads on the Display Network wants to start using rich media ads. Why should she consider using Ad gallery compared with other tools?

• Ad gallery lets advertisers include as much text as the advertiser thinks is needed
• Ads built with Ad gallery tend to have lower cost-per-click (CPC) than ads built with other tools
• Ad gallery lets advertisers easily create and change ad text
• Ad gallery’s template ensure that ads blend into the color scheme of any website

Q : A custom Lightbox ad must have a format hosted in:

• DoubleClick Studio
• AdWords
• DoubleClick Campaign Manager
• DoubleClick Studio or AdWords

Q : An advertiser who wants to target specific categories of video content on the Google Display Network should:

• add the keyword ‘video’ to the campaign
• target the Search Network
• use video ad
• use the AdWords for Video Tool

Q : If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do?

• Set the targeting for the campaign to “Target all” and resubmit the ad
• Set the targeting for the ad group to “Target all”
• Set the targeting for the ad group to “Broad reach”
• Set the targeting for the ad group to “Bid Only” and at least one targeting method to “Target and bid”

Q : If a display ad has been disapproved, how do you submit a request for another review?

• Email adwords-support@google.com to find out why it wasn’t approved
• Edit your ad so it complies with Google policy and re-save it
• Open and then resubmit the ad
• Click “Re-review display ad”

Q : Remarketing is targeting ads to people who’ve already visited:

• multiple websites on the Display Network
• your website after they’ve searched on Google
• competitors’ websites multiple times
• your website as they browse websites and use apps on the Display Network

Q : “Engagement” with a Lightbox ad on a mobile phone or tablet is achieved when someone:

• hovers their finger over the ad for at least 2 seconds
• watches the ad for at least 2 seconds
• expands or interacts with the ad
• watches the ad twice in a rob

Q : What’s needed to create a “Display Network” campaign to start promoting an app in other apps and on mobile websites?

• Prior placement of an ad for the app on the Search Network
• The serial number of the promoted app
• The app package name (Android) and/or app ID (iOS) of the promoted app
• The selection of at least two mobile targeting options

Q : What can you do by creating a separate campaign that’s targeted only to the Display Network?

• Set a separate placement bid at the ad group level
• Exclude irrelevant placements and categories
• Set specific maximum cost-per-click (CPC) bids for automatic placements
• Allocate budget and control spend more effectively across campaigns

Q : An advertiser selling airline tickets has designed an image ad with drop-down menus for airport departure and arrival locations. Rather than programming the menu to show airports, the advertiser wants a click on the ad to go to his website. This ad will:

• perform well on the Display Network because it contains relevant information
• perform poorly on the Display Network because it will frustrate people
• be resized on the Display Network because it lacks animation elements
• be disapproved because it mimics a function the ad can’t perform

Q : Your client who sells sports shoes might choose to target a custom affinity audience if he wants to:

• reach men, women and children of all ages who need any kind of athletic shoes
• sell high-end running shoes to competitive marathon runners
• increase brand awareness
• reach shoppers who are ready to buy right away

Q : Which bidding type is only available for ads on the Display Network?

• Target cost-per-acquisition (CPA)
• Viewable cost-per-thousand impressions (vCPM)
• Cost-per-view (CPV)
• Maximize clicks

Q : In order to use target cost-per-acquisition (CPA) bidding, an advertiser must:

• be opted in to the Search Network
• be using viewable cost-per-thousand impression (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days
• be opted in to the Search Network and YouTube
• have a certain number of conversions in the previous 30 days

Q : Advertisers using the Display Network can use the reporting table in the Placements section of the Display tab to determine the:

• Internet Protocol (IP) addresses of users who have seen their ad
• the site URL where users have seen their ad
• the frequency at which an ad is shown for a given user
• country of residence of users who have seen their ad

Q : What functionality applies to HTML5 ads?

• They use interactive content stored in containers and rendered in browsers
• They can’t be viewed on mobile devices
• They’re easy to update and don’t require plug-ins
• They’re easy to update but require plug-ins

Q : An advertiser who sells coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, she runs a Placement Performance Report and notices that the ad is showing up on websites about JavaScript programming. What should the she do to avoid appearing on these irrelevant sites?

• Add negative keywords like “programming” or “Javascript”
• Add the negative keyword ‘Java’ to the ad group so that the ad will stop appearing on JavaScript sites
• Refine the ad text of the ad so that it is clear that the advertiser is only selling Java coffee
• Only exclude the irrelevant sites that do not directly mention Java coffee that are appearing in the Placement Performance Report

Q : When optimizing for the Display Network, a clear call-to-action (CTA) in the ad text is important in order to:

• increase overall impressions for the ad
• identify the traffic to your website that was generated by AdWords ads
• improve the Quality Score of the ad on all Google properties
• set expectations for customers who are in various stages of the buying cycle

Q : Your client has a cupcake shop in a hard-to-find alley in San Francisco. She’s advertising on the Display Network. What’s the best way to help people find her?

• Add a location extension to her ad
• Advertise on the Search network as well as the Display Network
• Add a map showing her location to her ads
• Prominently feature her street address in bold text

Q : How does an extension work on a Display ad?

• It adds extra information, like a location or phone number
• It extends the ad below the fold
• It adds a testimonial
• It extends the length of the ad placement

Q : 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:

• the entire new line of non-stick cookware
• all non-stick cookware sold on the site
• all cookware sold on the site
• a specific pan within the new line

Q : An advertiser would benefit from using affinity audience targeting if they want to reach people:

• regardless of their particular interests
• who’ve already visited their website
• with a very specific interest, for example, avid marathon runners
• with a particular broad interest, for example, sports fans

Q : Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which types of AdWords campaign would be best for that?

• Display Network only
• Search Network with YouTube Select
• Search Network with Display Select
• Search Network only

Q : The dynamic remarketing tag collects data such as:

• affinity group characteristics
• types of pages viewed
• number of code snippets
• business ID numbers of visitors

Q : An ad’s Quality Score on the Google the Display Network will affect:

• the Quality Scores for the keywords in that ad group
• the Quality Score for the same ad on Google and the Google Search Network
• The Display Network partners on which the ad is eligible to show
• whether an ad is eligible to enter the ad auction

Q : Targeting by topic is a good strategy if your client wants to:

• drive sales on his website
• reach a specific audience
• control where his ads appear on the Display Network
• actively manage his budget because he has strict cost-per-acquisition goals

Q : What’s a best practice for creating an effective ad with Ad gallery?

• Create only one ad size for each distinct image
• Use a color scheme that complements your image and brand
• Choose one template and use it for all ads
• Use the same color for the foreground and background of the ad

Q : Which is a method for evaluating performance of engagement ads created with the Ad gallery?

• Funnel Visualization report
• AdSense reports in Google Analytics
• Transaction rate
• Mouseover Rate

Q : For advertisers bidding on maximum CPC basis, Quality Score on the Display Network is evaluated on the:

• Quality Score of all campaigns and regional targeting settings
• Quality Score of keywords across all campaigns and all ad groups
• click-through rate (CTR) of the ad and relevance of the ad text and keywords to the publisher’s site
• clickthrough rate (CTR) of all keywords across the account and the relevance of the ad text and keywords to the advertiser’s landing page

Q : Jackie is an advertiser who wants to reach people by using both remarketing and Product Listing Ads. What’s the best targeting strategy for her?

• Create one ad group targeted to both remarketing and Shopping
• Create separate remarketing and Shopping campaigns
• Create a combined remarketing and Shopping campaign
• Create two ad groups: one targeted to remarketing and the other to Shopping

Q : 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?

• Ad Rotation
• IP Exclusion
• Ad Scheduling or Bid Adjustment
• Frequency Capping

Q : Which builds keyword lists that can be used to show your ads relevant webpages across the Google Display Network?

• Google Analytics
• Display Campaign Optimizer
• Keyword Planner
• Display Planner

Q : Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?

• Demographic targeting
• Keyword contextual targeting
• Placement targeting
• Category targeting

Q : You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?

• Use a custom feed
• Use the “Education” business type
• Include “textbooks” and “study guides” as keywords
• Implement the remarketing tag after the body tag

Q : Your client Alexa, who sells wedding accessories, is running a text ad on the Display Network. What might Google automatically include in her ads?

• A promotion from a related business, like a bakery
• A map showing her business location
• A quotation about falling in love
• A photo of a bride

Q : An ad may not appear correctly on mobile phones if it:

• uses Flash or contains large images
• uses HTML5
• isn’t optimized for mobile
• is in Lightbox format