A regular text ad HEADLINE has a limit of how many characters, including spaces...

3%

With AdWords CPC advertising, you pay each time your ad appears on Google.

T or F

There is a minimum monthly amount that you have to spend on Google AdWords.

T or F

The most effective AdWords ad headlines directly relate to the keywords being searched.

T or F

Your AdWords display URL has to be the exact same as your destination URL.

T or F

Image Ads

Which of the following is not an available format for AdWords image ads?

Image Ads

Image ads can be created in both keyword-targeted and placement-targeted campaigns.

T or F

Video Ads 

Video ads are ‘click-to-play,’ so the first thing users will see when your ad is shown is a ______.

Video Ads 

It's best to deliver key messages late in your video ad.

T or F

Local Business Ads

Local business ads have the ability to show on the Google content network.

Local Business Ads

Before you can create a local business ad, you must first ______.

Local Business Ads

The format of local business ads is the same on Google Maps and the Google search network.

T or F

Mobile Ads

Mobile ads contain ____ lines of ad text with a maximum of ____ characters on each line.

Mobile Ads

It is possible to have your mobile ad connect users to your business phone.

T or F

Mobile Ads

The pricing model for mobile ads is either pay-per-click or ______.

The Google Network

Search results sites like Google make up the majority of pages viewed on the Internet.

The Google Network

Placement-targeted ads are contextually targeted.

T or F

The Google Network

Which of the following is true regarding ad placement on Google Network sites?

The Google Network

Which of the following is not a way in which you can fine tune your ads for search targeting?

The Google Network

A low clickthrough rate (CTR) for your ads on the content network ______.

The Google Network

A low clickthrough rate on content pages always indicates that your ads are not profitable.

T or F

Contextual Targeting

What is an effective strategy for creating contextually targeted campaigns?

Contextual Targeting

Which report provides the best information about your contextually targeted campaign?

Contextual Targeting

What should you do if you find that a particular site doesn't convert well over time?

Placement Targeting

Placement-targeted ads share the ad space on a content page with how many other Google ads?

Placement Targeting

Placement-targeted campaigns do not offer the ability to ______.

Placement Targeting

Placement-targeted campaigns are not useful for advertisers who want to build brand awareness.

T or F

Creating a Placement-Targeted Campaign

For placement-targeted campaigns, the Placement Tool gives you four different ways to choose placements on which to show your ad.

T or F

Creating a Placement-Targeted Campaign

The Keyword Tool is useful in the creation process for a placement-targeted campaign.

T or F

 Pricing and Ranking

Your cost-per-thousand impressions (CPM) bid is ________.

Pricing and Ranking

Placement-targeted ads do not compete with keyword-targeted ads.

T or F

Pricing and Ranking

With cost-per-thousand impressions (CPM) pricing, you always pay your CPM bid for the impressions received.

T or F

Pricing and Ranking

In order for a placement-targeted ad to appear on a page, its cost-per-thousand impressions (CPM) bid must _________.

How AdWords Targets Users

Google does not consider a user's ______ when determining whether to show your ad.

1. Google domain (ex. Google.fr, Google.jp, Google.co.uk)
2. previous purchasing history
3. IP (Internet Protocol) address
4. language preference
   

How AdWords Targets Users

Which of the following is true regarding Google ad translation?

1. Google does not translate ad text
2. Google translates ad text if requested
3. Google automatically translates ad text to your targeted language
4. Google will translate your ad text for a small fee

How AdWords Targets Users

If the user doesn’t specify a language preference, Google determines the default language preference ______.

1. by considering the user's IP address
2. by considering the language of the query entered
3. by considering the Google domain (like Google.fr)
4. to be English

How AdWords Targets Users

This is a unique number assigned to each computer connected to the Internet.

How AdWords Targets Users

T or F

Considering a user's IP address is the only method Google uses to show regionally targeted ads.

Language and Country/Territory Targeting.

Scenario:

Targeting your ads to all countries and territories is ideal for a business that ______.

1. provides software solutions to users in Phoenix, Arizona
2. sells Spanish-language books
3. makes handmade toys and ships them globally
4. has a distribution system that serves Western Europe and South America only

Language and Country/Territory Targeting

T or F

For internationally targeted campaigns, you should write your keywords and ad text in your native language.

False

Region and City Targeting

Region and city targeting can help you keep your Quality Score ______ while keeping your cost ______.

1. low, low
2. high, low 
3. low, high
4. high, high

Region and City Targeting

T or F

Regionally targeted and country- and territory-targeted ads appear in the same format on Google.

Region and City Targeting

Scenario 

Which of the following businesses could best utilize region and city targeting?

1. A book publisher advertising nationwide
2. A hardware store that only wants to target a 30-mile radius around its business location 
3. A Spanish language education service
4. A flower company that only delivers to San Francisco
   
   

You should choose customized targeting for your AdWords campaign ______.

1. if you want to reach an audience in a very specific area.
2. if you want to target metro regions like Chicago
3. if you want different advertising messages in different regions of the country
4. if you want to reach the widest possible audience

Customized Targeting

T or F

It is possible to target a 50-mile radius around your business location.

Customized Targeting

1. you can create your customized region with just two points on the map
2. you have to manually record the latitude and longitude of your target parameters
3. you can create target areas of virtually any size and shape
4. you cannot use local business ads

Keyword Matching Options

T or F

The default setting for any new keyword is phrase match.

Which punctuation should you apply when using the broad-matched keyword matching option?

1. None
2. Brackets [ ]
3. Quotations" "
4. Parenthesis ( )

Keyword Matching Options

An ad with the keyword "cheap chocolate" (in quotations) would run on which of the following search queries?

1. Quality chocolates cheap 
2. Cheap yummy chocolates 
3. Chocolate cheap and tasty 
4. 'Good cheap chocolate'

Keyword Matching Options

To indicate a keyword as an exact match, which of the following should be used?

1. None
2. Brackets [ ]
3. Quotations" "
4. Parenthesis ( )

Implementing Keyword Matching Options

T or F

An advertiser is selling ballet slippers. If he does not want his ad to appear when 'wedding ballet slippers' is queried, he should apply the negative-match keyword 'wedding.'

Implementing Keyword Matching Options

Which keyword matching option provides the best possibility for high numbers of ad impressions?

1. Exact match
2. Phrase match
3. Broad match
4. High traffic match

Implementing Keyword Matching Options

T or F

Exact match tends to give you fewer clicks but higher conversions.

 Implementing Keyword Matching Options

T or F

You can use multiple keyword matching options for different keywords in the same ad group.

How AdWords Controls Costs

T or F

You will always be charged the maximum cost-per-click (CPC) bid you set for a keyword or ad group.

How AdWords Controls Costs

Using ______, AdWords reduces the price you pay for a click on the content network if our data shows that click to be less likely to turn into an actionable business result.

1. the AdWords Discounter
2. account optimization
3. the Budget Optimizer
4. smart pricing

Basic Billing Process

Using AdWords postpay option, when does Google raise your account billing threshold?

Which of the following represents the way Google raises account billing thresholds?

1. US$50, US$150, US$300, US$500
2. US$50, US$100, US$150, US$200
3. US$50, US$200, US$300, US$500
4. US$50, US$200, US$350, US$500

Basic Billing Process

T or F

Google will never charge you more than your billing threshold.

Basic Billing Process

1. are only available in the U.S.
2. depend on your billing address and chosen currency
3. are the same for all countries and currencies
4. vary depending on the type of business

Basic Billing Process 

If you are billed on a postpay basis, ______.

1. you can pay off your balance whenever you want
2. you will always be charged only once a month
3. you are charged every 30 days unless your advertising costs reach your billing threshold within your 30-day billing cycle
4. your charges will never exceed the billing threshold for your account

Billing Details & Issue Resolution

T or F

Your Billing Summary page will appear the same regardless of whether you're billed on a postpay or prepay basis.

Billing Details & Issue Resolution

T or F

AdWords will never generate traffic in excess of your daily budget.

Billing Details & Issue Resolution.

Pending charges are advertising costs accrued since the last time you were billed. You can view your pending charges by ______.

Billing Details & Issue Resolution

T or F

Billing Details & Issue Resolution

Billing Details & Issue Resolution

Payment Options

How will you know when Google receives your bank transfer funds?

Payment Options

T or F

Advertisers can switch between prepay and postpay at any time.

Payment Options

Which of the following is not a postpay option that Google offers?

Debit card
Bank transfer
Direct debit
Credit card

Payment Options

When using this payment option, you authorize Google to withdraw accrued advertising charges directly from your bank account.

Payment Options

 T or F

Direct debit is available to all advertisers around the world.

VAT for EU advertisers

What does EU VAT stand for?

Invoicing Basics

Advertisers on monthly invoicing must pay using which methods?

Invoicing Basics

T or F

All customers who meet the minimum monthly spend requirement can automatically switch to monthly invoicing.

Which of the following factors is not considered when determining your Quality Score?

1. Cost-per-click (CPC) bid
2. Clickthrough rate (CTR)
3. Ad text and keywords
4. Landing page relevance

T or F

Once our system has determined your keyword Quality Score, it cannot change within your AdWords account.

Which of the following statements regarding your account performance is false?

1. Your keyword will be listed as disapproved if your cost-per-click (CPC) bid is lower than the minimum bid
2. A high clickthrough rate (CTR) normally indicates that your campaign is performing well
3. A low minimum bid usually means your keyword is performing well
4. You can use the Ads Diagnostic Tool to see if your ad is showing for a particular keyword query
   
   

Account-Wide Issues

If your payment continues to be declined in your AdWords account after you have completed the troubleshooting checklist provided by Google, what should you do next?

If your ads have stopped showing as the result of a declined payment, how do you get them running again?

T or F

Your ads can appear on Google only after you've entered valid billing information.

Which of the following is true regarding your AdWords campaign status?

1. It is possible to reactivate campaigns that have ended.
2. Campaigns cannot be undeleted.
3. Paused campaigns still show ads on Google.
4. Campaigns can be resumed on the Account Preferences page

Let's say your ads stop showing every day around 2 p.m. due to the exhaustion of your daily budget. How do you determine your daily budget so that your ads get full exposure?

T or F

You will not be able to locate your ad on Google if your ad's location target does not include your own location.

T or F

Your ads will show if the cost-per-click (CPC) bid for an ad group is higher than the campaign daily budget.

Your ad was disapproved for a violation of one of our editorial policies. Which is true?

1. You will have to create a brand new ad, as AdWords does not allow you to edit existing ads.
2. Your ad will not be eligible to show until you've made the appropriate changes and re-submitted it for review.
3. You are unable to view the exact reason your ad was disapproved.
4. You will not receive any type of alert that your ad has been disapproved.
   

T or F

Ads for sites containing sexually explicit material are eligible to show alongside all search results on Google.

Keywords marked inactive for search ______.

1. must be deleted from your account
2. have been disapproved for violation of an editorial guideline
3. can still trigger ads on content network sites 
4. may still occasionally show your ads on Google

T or F

A poor performing keyword can affect the Quality Score of an entire ad group or campaign.

T or F

To access the report center, click on the Reports tab.

Email reports to specified users,

Download reports in spreadsheet form

View both data and graphs for selected reports

View data only

View graphs only

View data and graphs

T or F

You can save your report within your AdWords account to view later.

T or F

Cost-per-acquisition (CPA) can be a measure of advertising effectiveness.

An active AdWords ad

The ability to edit the HTML of your webpage

Lead

Sign Up

Page View

T or F

The 'Other' transaction label allows you to track how many pages a user has viewed.

If you want to track the number of users who purchase a book selling for $12 on your site, what would you enter into the 'Variable' field?

1. $TC12
2. <%12=totalValue%>
3. A variable
4. 12
   

Which of the following is not a technique for optimizing your account?

1. Organizing your ad groups
2. Editing your landing page
3. Increasing your daily budget
4. Changing your cost-per-click (CPC) bids

T or F

Advertisers who have been with AdWords for many years don't need to optimize their accounts.

T or F

An advertiser should test different landing pages.

Easy to navigate

Relevant to the ad text

Which of the following would be a good landing page for the keyword 'Valentine's dark chocolate?'

1. A page within the site selling dark and white chocolates only
2. The site's homepage
3. A page within the site selling specially-themed Valentine's Day dark chocolates only
4. A page within the site selling the best deal on cheap Christmas chocolates  

Creating highly specific ad groups allows you to...

Which of the following is not an effective keyword strategy?

1. Select the broadest keywords related to your product to capture the most traffic
2. Choose two- or three-word keyword phrases
3. Include singular and plural keyword variations
4. Choose specific keywords that relate to your business, ad group, and landing page  

Which of the following unique keyword URLs would be the most relevant for the keyword query, 'lawnmowers?'

1. www.sample-advertiser.com/lawn-and-garden/lawnmowers
2. www.sample-advertiser.com/lawn-and-garden
3. www.sample-advertiser.com
4. www.sample-advertiser.com/lawn-and-garden/weedwackers

T or F

For placement-targeted campaigns, it is possible to target only specific sections of a website.

T or F

Advertisers should use only one text ad per ad group in order to maintain consistency.

Which of the following advertisers would be a good candidate for ad scheduling?

1. A pizza delivery company that is only open from 5 p.m. to 1 a.m. daily.
2. A clothing company that processes all orders online.
3. A law firm that acquires its leads via a contact-us form on its website.
4. A Spanish language book publisher that only ships to Latin America.

What is position preference?

The option to select a desired position for your ad

T or F

Choosing setting of 10+ for ad position means your ad will only show in positions 1-10.

Which of the following is not true regarding position preference?

1. Position preference works with the Budget Optimizer.
2. Position preference can sharply reduce the number of clicks and impressions a keyword receives.
3. Position preferences are not guaranteed for your ad.
4. Separate position preferences can be set for any or all of the keywords in a campaign.

T or F

The AdWords definition of increasing traffic means increasing the number of times an ad is seen.

Add new or unused keywords

Add new or unused keywords

Raising your Maximum CPC

T or F

In general, including the price of a product in the ad text improves conversion rate.

What are two things you should you consider when deciding whether to include pricing in your ad text?

Your price compared to your competitors'

Whether competitors use pricing in their ad text

T or F

An advertiser should immediately delete a keyword with a lower CPC than value per click.

T or F

An advertiser should always increase the CPC of a keyword with a positive profit margin.

False

An advertiser may want to increase the CPC to increase exposure and generate more traffic.

To find new keywords

To estimate traffic for existing keywords

To see expanded matches that may trigger your ads

T or F

Keywords generated by the keyword tool have already been reviewed, and therefore will not be disapproved by AdWords Specialists.

False

Keywords generated by the keyword tool have not been reviewed. All keywords are subject to review by AdWords Specialists.

What is the purpose of the 'Site-Related Keywords' tab?

Estimate their potential traffic

Add them to your ad group

Download them as a .csv (spreadsheet) file

T or F

The Site Exclusion Tool allows you to exclude sites from Google's Search Network.

False

The Site Exclusion Tool allows you to exclude sites from the Google Content Network.

The Traffic Estimator Tool can be used to perform what three functions?

1 - View the expected clicks and impressions for the keyword \

2 - View the expected cost per day from clicks on your ads

3 - View average cost-per-click of the keywords that you have selected

How should keywords and keyword phrases be entered in the Traffic Estimator's 'keyword' field?

T or F

If multiple users with different logins manage your account, you can use the My Change History tool to see who made certain changes.

T or F

The Ads Diagnostic Tool quick summary presents the most comprehensive analysis available in your account.

False

T or F

The Ads Diagnostic Tool reports data for your ad's placement on the Google content network.

False

The Ads Diagnostic Tool reports data for Google search results only. It does not analyze your ad placement on the content network or other sites in the search network.

The AdWords Editor offers which of the following as a benefit?

1. A certain quota of changes allowed for any given month.
2. The ability to bypass review of ads by an Editorial Specialist.
3. Upload ads without submitting an exception request
4. Ability to edit multiple accounts at any time.

AdWords Editor

There are two panels in the interface. They are:

T or F

You can create a campaign without posting it to your account.

When choosing the option that allows you to input a column with campaign names:

AdWords Editor

The pushpin symbol appears when:

AdWords Editor

 T or F

The Keyword Grouper regroups keywords from one ad group into more granular ad groups.

AdWords Editor

T or F

You do not need AdWords Editor to view a file that has been exported to CSV.

AdWords Editor

My Client Center

T or F

Google allows two or more of your clients to advertise using the same keyword, provided they have separate accounts.

Run a keyword report for a linked account

View recent charges for a linked account

What is the quickest way to edit a client's billing, login, and password information?

Start and end date

Budget

Account description

Generating leads or sign-ups on your website

Generating sales or conversions of particular products

Brand marketing or brand awareness

When does an advertiser pay for advertising on Google?

What is the missing step in the process of creating an effective advertising campaign?

1. Create relevant keywords and ads grouped by goals
2. __________________________________
3. Use reporting tools to measure results
4. Refine campaigns; keep what's working

Once an ad campaign is created...

1. it should be monitored and continuously modified for best results
2. it should be left alone
3. Google technology will optimize accounts automatically for you
4. it should be monitored only for invalid clicks

it should be monitored and continuously modified for best results

1. Define marketing objectives, metrics, and budget
2. Deliver proposal, including messaging & budget options
3. ___________
4. Launch, monitor, & modify campaigns to meet objectives
5. Share reports and refine

Relevant, real-time, and extensive ad distribution

Measurable results

Total control of spending and ad targeting

The total account spend

&

The number of clients managed

T or F

Updating the individual bids on 1,000 keywords would equate to 1,000 operations.

The AdWords API

Which API Web Service allows advertisers to change their daily budget?