Google Adwords Advanced Display Exam Answers

Google Adwords Advanced Display Exam Answers

1. Google Adwords Advanced Display
Exam Answers

This exam covers advanced concepts, including best practices for creating,
managing and optimizing Display campaigns.
120 minutes
100 questions
80% passing score
Validity period of 12 months



1)
On Schedule Indicator (OSI) is:

2. A) the percent likelihood the campaign will deliver all impressions booked
B) the percent likelihood the campaign will deliver all clicks booked
C) the predicted time when the campaign will deliver all clicks
D) the predicted time when the campaign will deliver all impressions

2)
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:
A) Ad Scheduling
B) cost-per-day (CPD)
C) Conversion Optimizer
D) cost-per-thousand impressions (CPM) bidding
3)
Why is it recommended to separate Display
Network campaigns from Search Network
campaigns?
A) Separate campaigns allow for more accurate location targeting

3. B) Different campaigns settings may be more effective on different
networks
C) Lower clickthrough rates (CTRs) on the Google Display Network can
negatively affect Quality Score
D) Higher bids required to be successful on the Google Display Network
4)
Advertisers using the Google Display Network
can use the Placement Performance Report to
determine:
A) Internet Protocol (IP) addresses of users who have seen their ad
B) the site URL where users have seen their ad
C) the frequency at which an ad is shown for a given user
D) country of residence of users who have seen their ad

5)
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

4. B) Interest Category
C) Placement Targeting
D) Topic Targeting

6)
Cost-per-thousand impressions (CPM) bidding
is only available for:
A) accounts that are using prepay billing
B) campaigns that target the Google Display Network
C) accounts using U.S. Dollars for billing currency
D) campaigns that target search partner sites

7)
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

5. B) by logging into AdWords for Video
C) by requesting it from AdSense
D) by logging into YouTube

8)
Which feature applies to the Google Display
Network, but not the Google Search Network?
A) Language targeting
B) Frequency capping
C) Location targeting
D) Cost-per-click (CPC) bidding

9)
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:

6. A) decrease the cost-per-click bid
B) target a specific demographic
C) increase the campaign’s budget
D) decrease the campaign’s budget
10)
An advertiser purchasing display advertising
through other ad networks can still benefit from
using AdWords display ads because the
advertiser:
A) can appear multiple times on a page to reinforce the advertiser’s
message
B) can fill in the gaps of niche and mass-marketed sites using AdWords
targeting options
C) offer the ability to infinitely loop animated image ads
D) will show on all ad networks and will reinforce the advertiser’s message

11)
An advertiser who sells Java coffee beans has
added the keyword ‘Java’ to an ad group. After
two weeks, the advertiser runs a Placement

7. Performance Report and notices that the ad is
showing up on websites 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”
B) Add the negative keyword ‘Java’ to the ad group so that the ad will stop
appearing on JavaScript sites
C) Refine the ad text of the ad so that it is clear that the advertiser is only
selling Java coffee
D) Only exclude the irrelevant sites that do not directly mention Java
coffee that are appearing in the Placement Performance Report

12)
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) Bid Optimizer

8. B) Frequency Capping
C) Ad Rotation
D) Ad Scheduling

13)
Frequency capping limits the number of times
A) your ads appear to the same person on the Search network
B) your ads appear to the same person on the Display network
C) your ads appear to users with the same IP address
D) your ads appear during the designated days and hours that you set

14)
When planning a campaign, the first thing that
an advertiser should think about should be:
A) the tools available to build a display ad
B) the tools available to optimize the campaign
C) the advertiser’s daily budget
D) the advertiser’s goals

9. 15)
What is the best definition of Google display
advertising?
A) image ads that appear on the Google Display Network
B) image ads that appear on Display Network pages or search results
C) Non-text ads that use images, Flash, video, or other technologies, and
appear alongside Display Network sites or search results on the Google
homepage
D) Non-text ads that use images, Flash, video, or other technologies, and
appear alongside Display Network sites or search results on the publisher
content
16)
View-through conversions are only available to:
A) advertisers that have implemented Conversion Optimizer
B) advertisers that have implemented Conversion Tracking
C) advertisers that have opted into the Search Network
D) advertisers that are using AdWords for Video

17)

10. True or False: Auction bidding is not a concern
for advertisers using reservations, as these
placements are because these placements are
available at a fixed price
A) FALSE
B) TRUE

18)
Which is a unique benefit of creating a separate
campaign that is only targeted to the Google
Display Network?
A) Set a separate Display Network bid at the ad group level
B) Allocate budget and control spend more effectively across campaigns
C) Exclude irrelevant placements and categories
D) Set specific maximum cost-per-click (CPC) bids for automatic
placements

19)
True or False: When an advertiser edits an ad
extension, all the performance statistics are lost

11. A) FALSE
B) TRUE
20)
When optimizing for the Google Display
Network, a clear call-to-action in the ad text is
important to:
A) increase overall impressions for the ad
B) improve the Quality Score of the ad on all Google properties
C) identify the traffic to your website that was generated by AdWords ads
D) set expectations for users who are in various stages of the buying cycle

21)
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:

12. A) run a Placement Performance report
B) enable conversion tracking
C) run a Reach and Frequency report
D) utilize the ‘Playbacks through 50% of video’ reporting feature

22)
When advertisers who are using
cost-per-thousand impressions (CPM) bidding
click on their own display ads, Quality Score:
A) improves for that placement because the clickthrough rate (CTR)
increases
B) is not affected because the clicks are automatically filtered out by
Google’s Invalid Click technology
C) improves for that placement because the cost-per-thousand
impressions (CPM) bid decreases
D) is not affected because CTR is not a factor with CPM bidding

23)
Managed placements allow advertisers to:

13. A) give Google the ability to select placements for them and set industry
appropriate bids
B) bid differently for specific placements on the Google Display Network
C) target relevant placements across the entire Google Display Network
based on their keyword lists
D) exclude a specific ad unit on a network page where there are multiple
ad units

24)
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
B) FALSE

25)
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

14. medium-sized creative team to create these ads.
Why should this advertiser consider using
Google’s Ad gallery as opposed to other tools?
A) The Ad gallery will allow the advertiser to easily create and change
creative messaging
B) Standard templates with the Ad gallery ensure that ads blend into the
color scheme of any website
C) The Ad gallery allows the flexibility to include as much or as little as the
advertisements necessary
D) Ads built with the Ad gallery tend to have lower costs-per-click (CPCs)
than ads built with other tools

26)
Advertisers might choose to advertise on
YouTube if their goal is to:
A) reach mobile users looking for a nearby product or service
B) target a specific demographic using sound or motion
C) drive sales to their online store
D) reach customers looking for products or service using search

15. 27)
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-targeted ads, then the:
A) keyword-targeted ad will be the only ad to appear in the ad unit
B) keyword-targeted ad will appear above the placement-targeted ad
C) placement-targeted ad will be the only ad to appear in the ad unit
D) placement-targeted ad will appear above the keyword-targeted ad

28)
What type of video ads can be created with
AdWords for video?
A) Homepage masthead unit
B) In-video Ads
C) Homepage expandable masthead unit
D) TrueView video ads

16. 29)
Which video format is charged using
cost-per-view (CPV) pricing?
A) Homepage Masthead Unit
B) Homepage Expandable Masthead Unit
C) TrueView Video Ads
D) InVideo Ads

30)
How long should advertisers wait after creating
a new display campaign before analyzing its
performance?
A) 1 month
B) 2-3 weeks
C) 2-3 days
D) 1 week

31)

17. 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
B) all non-stick cookware sold on the site
C) all cookware sold on the site
D) a specific pan within the new line

32)
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
B) Move automatic and managed placements into separate ad groups
C) Create a separate ad group for each placement
D) Group all placements together into a single ad group

18. 33)
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 ad group or campaign levels
B) Choose websites tha represent a variety of themes
C) Set individual bids for each website selected
D) Create a campaign for each website

34)
With Click-to-Play videos, a best practice is to:
A) use an opening image that feels commercial
B) keep the video to around 4 minutes
C) use a call-to-action in the opening image
D) save the key message until the last 10 seconds of the video

19. 35)
The Ad Gallery allows advertisers to:
A) download and edit display ads created by third party developers
B) edit and manipulate images and video footage to be used in their
display ads
C) create display ads to be used in any online or offline format
D) use templates to create display ads at scale

36)
Which feature could help advertisers determine
if the clicks they are receiving on the Google
Display Network are valuable?
A) Position Preference
B) IP Exclusion Tool
C) Conversion Tracking
D) Keyword diagnosis

37)

20. Frequency capping gives advertisers the ability
to specify a limit to the number of:
A) clicks for all users
B) impressions for all users
C) impressions for a unique user
D) clicks for a unique user

38)
For an advertiser focused on branding, what are
the key success metrics?
A) Conversion Rate
B) Clicks and Impressions
C) Cost-per-conversion
D) Reach and Frequency

39)
Which report is helpful when using Site and
Category Exclusions?

21. A) Campaign Report
B) Ad Group Report
C) Placement Report
D) Keyword Report

40)
Which ad format is easiest to create, edit, and
has the widest reach on the Google Display
Network?
A) Video ads
B) Display Ads
C) Rich media ads
D) Text ads

41)
Which would contribute to a higher Quality
Score for a display ad?
A) High maximum cost-per-clicks (CPCs)

22. B) Fast landing page load time
C) Testing all image ad sizes
D) High number of impressions

42)
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?
A) Create a 160×600 ad and add YouTube specific keywords to the ad
group
B) Select specific user-generated content on YouTube where the ads will
appear
C) Select youtube.com or specific sections within YouTube where the ads
will appear
D) Create a campaign that targets other video sites on the Google Display
Network

43)

23. An advertiser creates a display ad with the Ad
gallery. 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) Continue to redesign the ad using the Ad gallery until the content
appears properly for all desired ad sizes
B) Target placements that only accept ads in the sizes that display the
content properly
C) Allow all ad sizes to show on all placements
D) Create new display ads that will work well with the ad sizes that are not
working properly

44)
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

24. audience. Which targeting option should this
advertiser select? – See more
A) Set language targeting options for the campaign containing the ads for
the film
B) Change the AdWords account language setting to French during setup
C) Target specific YouTube localized domains
D) Changed the managed placements to French

45)
Which is a benefit of using display advertising
with Google to build brand awareness?
A) Accurate forecasts of clicks and impressions
B) Consistent performance from day-to-day
C) Higher clickthrough rates (CTR) than on Google Search
D) Expansive network of diverse sites

46)
Ads are more likely to be contextually relevant
with the sites they’re on using:

25. A) Placement Targeting
B) Interest Category Targeting
C) Topic Targeting
D) Remarketing

47)
An advertiser who purchases a YouTube
homepage masthead ad pays a:
A) cost-per-day (CPD) determined by an auction
B) fixed cost-per-day (CPD)
C) fixed cost-per-thousand impressions (CPM)
D) cost-per-thousand impressions (CPM) determined by an auction

48)
In terms of number of queries, YouTube is the:
A) 2nd largest search engine on the web
B) 3rd largest search engine on the web
C) 5th largest search engine on the web

26. D) 10th largest search engine on the web

49)
If a display ad has been disapproved, how does
an advertiser submit a request for another
review?
A) Click the “re-review display ad” button in AdWords
B) Send a note to [email protected]
C) Click the “re-review text ad” button in AdWords
D) Save the edited ad or upload a new ad in AdWords

50)
Which of the following metrics is typically most
important in measuring a direct response
advertiser’s performance on the Google Display
Network?
A) Clicks
B) Impressions
C) Conversions

27. D) Cilckthrough Rate (CTR)

51)
Display inventory on the Google Display
Network can come from AdSense or:
A) Right Media
B) AdWords
C) Teracent
D) The DoubleClick Ad Exchange

52)
Which report should advertisers run to see
which Google Display Network properties
displayed their ads and view associated
statistics?
A) Reach and Frequency
B) Placement Performance
C) Ad Performance

28. D) Impression Share

53)
If an advertiser chooses to run ads in image or
video formats, Google will:
A) display these ads on the Google Search Network
B) Display these ads on the Google Display Network
C) charge an additional fee to serve these ads
D) require that cost-per-thousand impressions (CPM) bidding be used

54)
When using cost-per-acquisition (CPA) bidding,
an advertiser bids using a maximum CPA and
pays by:
A) Conversion
B) Click
C) Viewthrough
D) Impression

29. 55)
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?
A) User behavior has changed on the videos or channel being targeted
B) The Quality Score of the campaign has increased
C) There was in increase in searches performed on Google on keywords
that John has placed bids
D) John’s “Search Campaign” hit the daily budget

56)
True of False: An advertiser can target mobile
apps via AdWords
A) FALSE
B) TRUE

30. 57)
True or False: An advertiser can target YouTube
homepage on mobile devices via AdWords
A) TRUE
B) FALSE

58)
Which tool is best suited to aid an advertiser
that does not want to do the work of finding and
bidding on placements?
A) Keyword Planner
B) Display Campaign Optimizer
C) Conversion Optimizer
D) Display Planner

59)
An ad’s Quality Score on the Google Display
Network will affect:
A) the Quality Scores for the keywords in that ad group

31. B) the Quality Score for the same ad on Google and the Google Search
Network
C) The Display Network partners on which the ad is eligble to show
D) whether an ad is eligible to enter the ad auction

60)
Which allows advertisers to see which sites
referred visitors with the most time spent on
site?
A) Display Planner
B) Google Analytics
C) Ad Planner
D) Keyword Planner

61)
Anna is an advertiser that wants to increase the
reach and visibility of her ads. Which bidding
strategy is best for Anna?
A) Cost-per-view (CPV)

32. B) Cost-per-click (CPC)
C) Cost-per-day (CPD)
D) Cost-per-impression (CPM)

62)
Which is a benefit of using the Ad gallery to
create an image ad?
A) Automatically adjust image content based on campaign performance
B) Automatically create image ads from existing text copy
C) Ability to extend reach of a display campaign to Google search partners
D) Ability to choose from pre-existing design templates

63)
What is a best practice for building ads using
the Ad gallery?
A) Use multiple, small images
B) Use the same template for all ads
C) Add a visible display URL

33. D) Create a text-heavy ad

64)
Why is it beneficial to include a text ad in the
same ad group as in image ad when advertising
on the Google Display Network?
A) Image ads do not perform as well on the Google Display Network
B) It ensures one of the ad formats will win the auction and show on a
publisher site
C) It ensures maximum coverage, as some publishers do not accept all ad
formats
D) Text ads do not perform as well on the Google Display Network

65)
With TrueView in-stream, an advertiser pays:
A) after the viewer sees 5 seconds of the video
B) after the viewer watches for at least 30 seconds or to the end of the
video
C) on a CPM basis

34. D) only when a viewer chooses to watch the video

66)
True of False: Video search behavior is different
than traditional searching behavior
A) TRUE
B) FALSE

67)
Which automatically optimizes both targeting
and bidding to help find additional conversions
for Display Network campaigns?
A) Ad Preview and Diagnosis tool
B) Display Planner
C) Display Campaign Optimizer
D) Google Analytics

68)

35. An advertiser who wants to target specific
categories of video content on the Google
Display Network should:
A) add the keyword ‘video’ to the campaign
B) target the Search Network
C) add a click-to-play video ad to the campaign
D) use the AdWords for Video Tool

69)
Which bidding option is best suited for an
advertiser focused on branding goals?
A) Effective cost-per-thousand impressions (eCPM)
B) Cost-per-click (CPC)
C) Cost per acquisition (CPA)
D) Viewable cost-per-thousand impressions (vCPM)

71)
Where do the majority of AdWords ads on
YouTube appear?

36. A) Contest pages
B) YouTube homepage
C) Watch Pages
D) Event pages

72)
Which builds keyword lists that can be used to
show your ads relevant webpages across the
Google Display Network?
A) Google Analytics
B) Display Campaign Optimizer
C) Keyword Planner
D) Display Planner

73)
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

37. to show actual airports, the advertiser wants a
click on the ad to take the user to his or her new
website. This ad will:
A) be disapproved because it mimics a function the ad cannot perform
B) be resized on the Display Network because it lacks animation elements
C) perform poorly on the Display Network because it will frustrate users
D) perform well on the Display Network because it contains relevant
information

74)
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
B) will appear at the top of each page of the website
C) takes up more than 20% of the webpage
D) will appear anywhere on the front page of the website

75)

38. 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 one ad group targeted to both “Display – Remarketing” and
“Search – Product Listings”
B) Create two campaigns: one targeted to “Display – Remarketing” and the
other targeted to “Search – Product Listings”
C) Create one campaign targeted to both “Display – Remarketing” and the
other targeted to “Search – Product Listings”

76)
For advertisers bidding on a maximum CPC
basis, Quality Score on the Google Display
Network is evaluated on the:
A) 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
B) Quality Score of keywords across all campaigns and all ad groups
C) Quality Score of all campaigns and regional targeting settings
D) CTR of the ad and the relevance of the ad and keywords to the
publisher’s site

39. 77)
Which is the best type of campaign for
advertisers to target a set of specific sites
they’ve chosen?
A) Demographic targeting
B) Keyword contextual targeting
C) Placement targeting
D) Category targeting

78)
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 cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering
the auction
B) both cost-per-thousand impressions (CPM) ads entering the auction
C) only cost-per-click (CPC) ads entering the auction

40. D) both CPM and CPC ads entering the auction

79)
Which is a best practice for creating an effective
ad using the Ad gallery
A) Create only one ad size for each distinct image
B) Use a color scheme that complements your image and brand
C) Choose one template and use it for all ads
D) Use the same color for the foreground and background of the ad

80)
An advertiser who already has AdWords
Conversion Tracking installed wants to optimize
a campaign that contains display ads. In order
to identify the website that are generating sales,
the advertiser should review
A) the average cost-per-conversion of the campaign
B) the Site Search report within Google Analytics
C) the “conversions” column of the Placement Performance Report

41. D) their clickthrough rate (CTR) for each placement

81)
Which bidding option is best suited for an
advertiser focused on direct response
marketing goals?
A) Cost-per-interaction (CPI)
B) Cost-per-click
C) Effective cost-per-thousand impressions (eCPM)
D) cost-per-thousand impressions (CPM)

82)
Which is a method for evaluating performance
of engagement ads created with the Ad gallery?
A) Funnel Visualization report
B) AdSense reports in Google Analytics
C) Transaction rate
D) Mouseover Rate

42. 83)
In order to use the Conversion Optimizer, an
advertiser must:
A) be using CPC bidding
B) must be opted into YouTube
C) must be opted into Google Search
D) be using CPM bidding

84)
In order to run a display ad through AdWords, a
campaign must be opted into:
A) the Search Network
B) The Google Display Network
C) cost-per-thousand impressions (CPM) bidding
D) demographic targeting

85)

43. 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-through
conversions would be valuable for the
advertiser because it could:
A) track the IP addresses of the users who saw the ad
B) measure the number of conversions that are associated with ad
impressions
C) track the number of users who saw the ad but did not convert
D) measure the number of potential clicks that are associated with ad
impressions

86)
Christina is an advertiser that wants to drive
traffic to her site, has return on investment
goals, and is already using Adwords Conversion

44. tracking. Which bidding strategy is best for
Christina?
A) Cost-per-view (CPV)
B) Cost-per-day (CPD)
C) Cost-per-impression (CPM)
D) Cost-per-click (CPC)

87)
Ads on YouTube are bought and sold on an
auction basis as well as on a reservation basis
at:
A) discounted rates for strategic partners
B) a rate that varies weekly depending on popularity
C) a fixed rate that varies by placement and country
D) a fixed rate for all placements

88)
When reviewing her display campaign, Gina
sees that there are spikes in traffic to her site on

45. weekdays from 10am to 1pm. With this data,
which would help optimize her campaign?
A) Ad Rotation
B) IP Exclusion
C) Ad Scheduling
D) Frequency Capping

89)
Which tool works best to help advertisers
automatically find and bid on relevant
placements?
A) Targeting optimization
B) Keyword Planner
C) Display Planner
D) Conversion Optimizer

90)
Which automatically optimizes both targeting
and bidding based on conversion history to help

46. find additional conversions for Display Network
campaigns?
A) Aggressive targeting
B) Google Analytics
C) Ad Preview and Diagnosis tool
D) Display Planner

91)
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 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 because it
could:
A) measure the number of conversions that are associated with ad
impressions

47. B) measure the number of potential clicks that are associated with ad
impressions
C) track the IP address of the users who saw the ad
D) track the number of users who saw the ad but did not convert

92)
Display inventory on the Google Display
Network is published by AdSense or:
A) The DoubleClick Ad Exchange
B) AdWords
C) Teracent
D) Right Media

93)
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?

48. A) Interest category
B) Remarketing
C) Topic
D) Placement

94)
Jackie is an advertiser who wants to target by
using both remarketing and Product Listing
Ads. What is the best targeting strategy for
Jackie?
A) Create two campaigns: one targeted to “Remarketing” and the other
targeted to “Shopping”
B) Create two ad groups: one targeted to “Remarketing” and the other
targeted to “Shopping”
C) Create one ad campaign targeted to both “Remarketing” and the other
targeted to “Shopping”
D) Create one ad groups targeted to both “Remarketing” and the other
targeted to “Shopping”

95)

49. For an ad entering into an auction on the Google
Display Network, the AdWords system will
calculate the effective cost-per-thousand
impressions (eCPM) when there are:
A) both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering
the auction
B) only cost-per-click (CPC) ads entering the auction
C) only cost-per-thousand impressions (CPM) ads entering the auction
D) any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the
auction

96)
Advertisers using the Google Display Network
can use the reporting table in the Placements
section of the Display tab to determine the:
A) the frequency at which an ad is shown for a given user
B) country of residence of users who have seen their ad
C) the site URL where users have seen their ad
D) Internet Protocol (IP) addresses of users who have seen their ad

50. 97)
True or False: An advertiser can use AdWords
to target the YouTube homepage on mobile
devices
A) TRUE
B) FALSE

98)
If an advertiser chooses to run ads in image
formats, Google will:
A) display these ads on the Google Display Network
B) charge an additional fee to serve these ads
C) display these ads on the Google Search Network
D) require that cost-per-thousand impressions (CPM) bidding be used

99)
Which video ad format does cost-per-view (CPV)
pricing apply to?
A) In-video ads

51. B) Homepage expandable masthead unit
C) TrueView video ads
D) Homepage masthead unit

100)
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 viewers seeing the ad repeatedly and,
therefore, not watching the video again, this
advertiser should:
A) run a Reach and Frequency report
B) use the “Playbacks through 50% of video” reporting feature
C) run a Placement Performance Report
D) enable conversion tracking

101)

52. In order to run image or video ads using
AdWords, a campaign must be targeting:
A) the Google Search Network
B) Placements
C) the Google Display Network
D) Demographics

102)
An advertiser who already has conversion
tracking enabled 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 Placements tab reporting table
B) the Site Search report within Google Analytics
C) their clickthrough rate (CTR) for each placement
D) the average cost-per-conversion of the campaign

103)

53. True or False: A best practice for selecting
keywords for a TrueView in-display video
campaign is to use YouTube tags for keywords
A) TRUE
B) FALSE

104)
Which is the best type of campaign for an
advertiser to use in order to target a set of
specific mobile apps with ads for their website
A) “Display Network – Ads in mobile apps”
B) “Display Network – Mobile app installs”
C) “Search Network – Mobile app installs”
D) “Display Network – Mobile app engagement”

105)
John is an advertiser concerned about traffic
fluctuations in his AdWords for video campaign.

54. What could be a reason for these traffic
fluctuations?
A) John’s “Search Campaign” hit the daily budget
B) The Quality Score of the campaign has increased
C) Viewer behavior has changed on the videos or channel being targeted
D) There was an increase in searches performed on Google on keywords
that John has placed bids

106)
An advertiser creates a display ad with the Ad
gallery. The ad doesn’t show properly in all of
the ad sizes that the advertiser wants to use.
What should the advertiser do to ensure that the
ad shows in all ad sizes without limiting
exposure?
A) Allow all ad sizes to show on all placements
B) Create new display ads that will work well with the ad sizes that aren’t
working properly
C) Target placements that accept only ad sizes that show the content
properly

55. D) Continue to redesign the ad with the Ad gallery until the content shows
properly in all of the selected ad sizes

107)
Regarding advertising metrics, auction-based
reports can be reviewed by logging into
AdWords and reservation-based reports can be
reviewed:
A) by requesting it from AdSense
B) by requesting it from a Google representative
C) by logging into AdWords for video
D) by logging into YouTube

108)
Which feature applies to the Display Network
but not the Search Network?
A) Frequency capping
B) Cost-per-click (CPC) bidding
C) Language targeting

56. D) Location targeting

109)
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?
A) Add a location extension to her ad
B) Advertise on the Search network as well as the Display Network
C) Add a map showing her location to her ads
D) Prominently feature her street address in bold text

110)
When an advertiser using viewable
cost-per-thousand impressions (vCPM) bidding
clicks on his own display ad, Quality Score:
A) is not affected because the click is automatically filtered out by Google’s
invalid click technology
B) improves for that placement because the vCPM bid decreases

57. C) improves for that placement because the clickthrough rate (CTR)
increases
D) is not affected because clickthrough rate (CTR) is not a factor with
vCPM bidding

111)
What can you do by creating a separate
campaign that’s targeted only to the Display
Network?
A) Set a separate placement bid at the ad group level
B) Exclude irrelevant placements and categories
C) Set specific maximum cost-per-click (CPC) bids for automatic
placements
D) Allocate budget and control spend more effectively across campaigns

112)
On the Display Network, enhanced
cost-per-click (ECPC) automatically:
A) sets bids to help you get as many conversions as possible

58. B) adjusts your manual bid up or down based on each click’s likelihood to
result in a conversion
C) sets bids to maximize your conversion value while trying to reach an
average return on ad spend
D) sets bids to help you get the most clicks within your target spend
amount

113)
For an ad entering an auction on the Display
Network, the AdWords system will calculate the
effective cost-per-thouand impressions (eCPM)
when there are:
A) any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the
auction
B) both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering
the auction
C) only cost-per-click (CPC) ads entering the auction
D) only viewable cost-per-thousand impressions (vCPM) ads entering the
auction

114)

59. An ad may not appear correctly on mobile
phones if it:
A) uses Flash or contains large images
B) uses HTML5
C) isn’t optimized for mobile
D) is in Lightbox format

115)
An advertiser who wants to target specific
categories of video content on the Display
Network should:
A) use video ads
B) add a call-to-action (CTA) overlay to the ads
C) add the keyword “video” to the campaign
D) target the Search Network

116)
Your client wants to place image and video ads
on a wide variety of websites so people will see

60. them while browsing those sites. Which types of
AdWords campaign would be best for that?
A) Display Network only
B) Search Network with YouTube Select
C) Search Network with Display Select
D) Search Network only

117)
Remarketing is targeting ads to people who’ve
already visited:
A) multiple websites on the Display Network
B) your website after they’ve searched on Google
C) competitors’ websites multiple times
D) your website as they browse websites and use apps on the Display
Network

118)
When creating a display ad, Ad gallery lets you:

61. A) automatically create a display ad from existing ad text
B) extend a Display campaign’s reach to Google search partners
C) choose from existing design templates
D) automatically adjust image content based on campaign performance

119)
In order to use Conversion Optimizer, an
advertiser must:
A) have a certain number of conversions in the previous 30 days
B) be opted in to the Search Network and YouTube
C) be opted in to the Search Network
D) be using viewable cost-per-thousand impressions (vCPM) bidding, with
a certain number of viewable impressions in the previous 30 days

120)
If a display ad has been disapproved, how do
you submit a request for another review?
A) Email [email protected] to find out why it wasn’t approved

62. B) Edit your ad so it complies with Google policy and re-save it
C) Open and then resubmit the ad
D) Click “Re-review display ad”

121)
Your client who sells sports shoes might
choose to target a custom affinity audience if he
wants to:
A) reach men, women and children of all ages who need any kind of
athletic shoes
B) sell high-end running shoes to competitive marathon runners
C) increase brand awareness
D) reach shoppers who are ready to buy right away

122)
Your client Alexa, who sells wedding
accessories, is running a text ad on the Display
Network. What might Google automatically
include in her ads?

63. A) A promotion from a related business, like a bakery
B) A map showing her business location
C) A quotation about falling in love
D) A photo of a bride

123)
If you’re considering a Display Network
campaign and want to estimate the reach of
different targeting options, you’d use:
A) Keyword Planner
B) Google Analytics
C) Ad Preview and Diagnosis
D) Display Planner

124)
Which practice would violate Google’s editorial
and professional requirements?
A) Showing a ValueTrack tag in the text

64. B) Including a question mark in the headline
C) Directing people to a page other than the advertiser’s homepage
D) Including a border on the ad

125)
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?
A) Demographic targeting
B) Contextual product targeting
C) The “Green Living Enthusiasts” affinity audience
D) Gender targeting

126)
The dynamic remarketing tag collects data such
as:
A) affinity group characteristics

65. B) types of pages viewed
C) number of code snippets
D) business ID numbers of visitors

127)
If you’re using remarketing to reach people
who’ve used your mobile app, they see your
ads:
A) while browsing and using Google Maps
B) each time they re-use your mobile app
C) when they enter search terms for products like yours on a mobile
device
D) while using other mobile apps on the same mobile or tablet device

128)
What’s something you can do in Ad gallery to
enhance a dynamic display ad?
A) Add a flashing border
B) Upload your own call-to-action button

66. C) Make the call-to-action button blink
D) Customize your logo and colors

129)
Ads are likely to be most contextually relevant
to sites on which they appear when using:
A) Topic targeting
B) Affinity audiences
C) Remarketing
D) In-market audiences


130)
Targeting by topic is a good strategy if your
client wants to:
A) drive sales on his website
B) reach a specific audience
C) control where his ads appear on the Display Network

67. D) actively manage his budget because he has strict cost-per-acquisition
goals

131)
In order to use remarketing with Google
Analytics, you need to:
A) have a goal conversion rate of 20%
B) have your Google Analytics and AdWords accounts linked
C) have at least one active AdWords account
D) have a goal conversion rate of 30%

132)
Your client wants to reach new parents with ads
for organic baby food. What kind of targeting
would you recommend?
A) In-market audiences using the “Infant & Toddler Feeding/Toddler
Meals” category
B) Managed placements
C) Similar audiences

68. D) Dynamic remarketing

133)
Which practice would be acceptable under
Google’s editorial and technical requirements?
A) Including a generic phrase like “Buy products, click here”
B) Linking to a site that’s under construction
C) Showing a URL that doesn’t accurately indicate the landing page, such
as “google.com” taking people to gmail.com
D) Promoting documented copyrighted content

134)
If one of your display ad groups isn’t serving
due to incorrect target and bid settings, what
should you do?
A) Set the targeting for the campaign to “Target all” and resubmit the ad
B) Set the targeting for the ad group to “Target all”
C) Set the targeting for the ad group to “Broad reach”

69. D) Set the targeting for the ad group to “Bid Only” and at least one
targeting method to “Target and bid”

135)
To raise awareness of what you’re advertising
without limiting who might see your ads, you
should:
A) add multiple targeting methods and use the “Target and bid” setting
B) set a topic bid adjustment to show your ads on multiple pages about a
specific topic
C) set a mobile bid adjustment to reach more customers on mobile devices
D) add multiple targeting methods and use the “Bid only” setting

136)
Where can you place a client’s image and video
ads?
A) On the Display Network only
B) On the Search Network only
C) On the Search Network and YouTube

70. D) On the Search and Display Networks

137)
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:
A) uses keywords to target web pages with relevant content and uses
predictive models to determine which pages are most likely to result in
conversions
B) optimizes keywords and applies affinity targeting conversion models to
target ads
C) uses dynamic placement to target web pages and applies predictive
conversion models to target ads
D) optimizes affinity targeting to place ads on all relevant web pages

138)
A Ready Lightbox ad can contain:
A) a video and images

71. B) adult-oriented content
C) a 3-D game
D) just text with no image

139)
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?
A) Demographic targeting
B) A broad affinity audience
C) In-market audiences
D) Dynamic remarketing

140)
“Engagement” with a Lightbox ad on a mobile
phone or tablet is achieved when someone:
A) hovers their finger over the ad for at least 2 seconds

72. B) watches the ad for at least 2 seconds
C) expands or interacts with the ad
D) watches the ad twice in a rob

141)
You’re setting up a dynamic remarketing
campaign for your client who sells educational
products. Which best practice should you
follow?
A) Use a custom feed
B) Use the “Education” business type
C) Include “textbooks” and “study guides” as keywords
D) Implement the remarketing tag after the body tag

142)
An advertiser promoting the release of a film
that’s entirely in French with no subtitles wants
to advertise on YouTube. He’s advertising it
heavily in France through a traditional ad
campaign, but wants to ensure that online ads

73. reach the most relevant YouTube audience.
Which should he do?
A) Change the AdWords account language setting to French during setup
B) Change the managed placements to French
C) Set language targeting options for the campaign containing the ads for
the film
D) Target specific YouTube localized domains

143)
What functionality applies to HTML5 ads?
A) They use interactive content stored in containers and rendered in
browsers
B) They can’t be viewed on mobile devices
C) They’re easy to update and don’t require plug-ins
D) They’re easy to update but require plug-ins

144)
An advertiser selling airline tickets has
designed an image ad with drop-down menus
for airport departure and arrival locations.

74. Rather than programming the menu to show
airports, the advertiser wants a click on the ad
to go to his website. This ad will:
A) perform well on the Display Network because it contains relevant
information
B) perform poorly on the Display Network because it will frustrate people
C) be resized on the Display Network because it lacks animation elements
D) be disapproved because it mimics a function the ad can’t perform

145)
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?
A) Search Network only
B) Search Network with Display Select
C) Display Network with Search Select
D) Display Network only

75. 146)
When reviewing her display campaign, Gina
sees that her clickthrough rate is higher on
weekdays from 10 a.m. to 1 p.m. Which feature
could help her be more efficient with her
advertising during this time?
A) Ad rotation
B) IP Exclusion
C) Frequency capping
D) Bid adjustments

147)
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) A text ad with a call extension on the Search Network
B) An interactive Lightbox display ad on the Display Network that’s
focused on the restaurant’s most popular menu items

76. C) A text ad with keywords describing the most popular menu items, like
“fish tacos” on the Search Network
D) An image ad featuring a drawing of the restaurant on the Display
Network

148)
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:
A) only the keywords match
B) only the topics match
C) the keywords and bid match
D) the keywords and topics match

149)
Your client Christina wants to drive traffic to her
site. She has return-on-investment goals and is

77. already using AdWords conversion tracking.
Which bidding strategy would you recommend?
A) Cost-per-view (CPV)
B) Target return on ad spend (ROAS)
C) Viewable cost-per-thousand impressions (vCPM)
D) Cost-per-day (CPD)

150)
If a display ad appears “above the fold”, this
means that it:
A) will appear anywhere on the front page of the website
B) takes up more than 20% of the webpage
C) will appear at the top of each page of the website
D) can be viewed in the upper portion of the page without scrolling

151)
When planning a campaign, the first thing an
advertiser thinks about should be:

78. A) the advertiser’s goals
B) the tools available to optimize the campaign
C) the tools available to build a display ad
D) the advertiser’s daily budget

152)
You might choose to use preferred layouts for
dynamic display ads if your client:
A) wants to choose the features but not the layouts
B) doesn’t care if AdWords chooses the layouts and features
C) wants to choose the layouts but not the features
D) wants to choose the layouts and features

153)
Which bidding type is only available for ads on
the Display Network?
A) Target cost-per-acquisition (CPA)
B) Viewable cost-per-thousand impressions (vCPM)

79. C) Cost-per-view (CPV)
D) Maximize clicks

154)
Viewable cost-per-thousand impressions
(vCPM):
A) applies to all ads that appear in Google Search and on the Display
Network
B) lets you pay only for the impressions that become viewable
C) lets you bid based on AdWords’ projected views of your ad
D) counts an ad as “viewable” when 75% of it is visible on the screen for 5
seconds or more

155)
What’s needed to create a “Display Network”
campaign to start promoting an app in other
apps and on mobile websites?
A) Prior placement of an ad for the app on the Search Network
B) The serial number of the promoted app

80. C) The app package name (Android) and/or app ID (iOS) of the promoted
app
D) The selection of at least two mobile targeting options

156)
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?
A) Ad gallery lets advertisers include as much text as the advertiser thinks
is needed
B) Ads built with Ad gallery tend to have lower cost-per-click (CPC) than
ads built with other tools
C) Ad gallery lets advertisers easily create and change ad text
D) Ad gallery’s template ensure that ads blend into the color scheme of
any website

157)
An advertiser would benefit from using affinity
audience targeting if they want to reach people:
A) regardless of their particular interests

81. B) who’ve already visited their website
C) with a very specific interest, for example, avid marathon runners
D) with a particular broad interest, for example, sports fans

158)
How does an extension work on a Display ad?
A) It adds extra information, like a location or phone number
B) It extends the ad below the fold
C) It adds a testimonial
D) It extends the length of the ad placement

159)
A custom Lightbox ad must have a format
hosted in:
A) DoubleClick Studio
B) AdWords
C) DoubleClick Campaign Manager
D) DoubleClick Studio or AdWords

82. 159)
What’s a best practice for building ads using the
Ad gallery?
A) Add a visible display URL
B) Use multiple, small images
C) Use the same template for all ads
D) Create a text-heavy ad

160)
In-market audience targeting consists of people:
A) who are currently researching options and actively considering buying a
product or service like yours
B) who are in your overall target demographic group
C) whom you’ve reached through remarketing
D) who are interacting with contextually relevant content

161)

83. Which automatically expands your reach based
on your campaign’s conversion history to help
get as many conversions as possible?
A) Ad Preview and Diagnosis Tool
B) Aggressive Targeting
C) Conservative Targeting
D) Google Analytics

162)
Your client Anna wants to increase the reach
and visibility of her ads. Which bidding strategy
would you recommend?
A) Cost-per-acquisition (CPA/CO)
B) Viewable cost-per-thousand impressions (vCPM)
C) Cost-per-view (CPV)
D) Cost-per-click (CPC)

163)

84. If your client runs a car dealership and wants to
increase brand awareness among auto
enthusiasts, which bidding type would you
suggest?
A) Target cost-per-acquisition (CPA)
B) Viewable cost-per-thousand-impressions (vCPM)
C) Cost-per-view (CPV)
D) Cost-per-day (CPD)

164)
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?
A) Create one ad group targeted to both remarketing and Shopping
B) Create separate remarketing and Shopping campaigns
C) Create a combined remarketing and Shopping campaign
D) Create two ad groups: one targeted to remarketing and the other to
Shopping

85. 165)
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?
A) Create a campaign for each website
B) Set bids at the ad group or campaign level
C) Choose websites that represent a variety of themes
D) Set bids on individual placements

166)
Which is a benefit of using a Lightbox ad?
A) You can run it on both the Search and Display Networks
B) You can use any Display Network targeting method
C) There’s no cost for engagement with the ad
D) You can be charged only for click-throughs

86. 167)
When optimizing for the Display Network, a
clear call-to-action (CTA) in the ad text is
important in order to:
A) increase overall impressions for the ad
B) identify the traffic to your website that was generated by AdWords ads
C) improve the Quality Score of the ad on all Google properties
D) set expectations for customers who are in various stages of the buying
cycle

168)
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. She should choose a landing page for the ad
that features:
A) the entire new line of non-stick cookware
B) all non-stick cookware sold on the site
C) all cookware sold on the site
D) a specific pan within the new line

87. 169)
What’s a best practice for building ads using the
Ad gallery?
A) Use multiple, small images
B) Use the same template for all ads
C) Add a visible display URL
D) Create a text-heavy ad

170)
In order to use target cost-per-acquisition (CPA)
bidding, an advertiser must:
A) be using viewable cost-per-thousand-impressions (vCPM) bidding, with
a certain number of viewable impressions in the previous 30 days
B)
C) have a certain number of conversions in the previous 30 days
D) be opted into the Search Network and YouTube

88. 171)
Dynamic remarketing lets an advertiser:
A) show prior visitors to his site ads that are based on products or services
they saw on the site
B) engage visitors to the website by opening a chat session
C) re-run an ad to increase the volume of people who will see it
D) show an ad to someone on his mobile device 24 hours after visiting the
website on a desktop PC

172)
A direct response advertiser is primarily
interested in generating conversions from a
display campaign. To get a potentially better
return on investment, this advertiser should
use:
A) viewable cost-per-thousand-impressions (vCPM) bidding
B) target cost-per-acquisition (CPA) bidding
C) cost-per-day (CPD) bidding
D) cost-per-click (CPC) bidding

89. Which best practice is advisable when
optimizing ad groups within a
placement-targeted display campaign?
1.A) For each ad group, target groups of placements with similar
themes
2.B) Move automatic and managed placements into separate ad
groups
3.C) Create a separate ad group for each placement
4.D) Target a broad collection of placements with a single ad
group

Which builds keyword lists that can be used to
show your ads on relevant webpages across the
Display Network?
1.A) Display Planner
2.B) Google Analytics
3.C) Keyword Planner
4.D) Display Campaign Optimizer

Which of these metrics is typically most
important in measuring a direct response
advertiser’s performance on the Display
Network?
1.A) Clicks
2.B) Clickthrough rate (CTR)
3.C) Conversions

90. 4.D) Impressions

An advertiser who sells coffee beans adds 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 she do to avoid appearing on these
irrelevant sites?
1.A) Add “Java beans” as a negative keyword
2.B) Make it obvious in the ad copy that “Java” refers to coffee,
not JavaScript
3.C) Exclude “Programming” as a topic
4.D) Add “Coffee beans” as a topic

What’s a best practice for creating an effective
ad with Ad gallery?
1.A) Create only one ad size for each distinct image
2.B) Use the same color for the foreground and background of the
ad
3.C) Use one template for all ads
4.D) Use a color scheme that complements your image and brand

91. Which ad format is easiest to create and edit,
and has the widest reach on the Display
Network?
1.A) Display ads
2.B) Text ads
3.C) Rich media ads
4.D) Video ads

True or False: Video search behavior is different
from traditional search behavior.
1.A) False
2.B) True

True or False: A best practice for selecting
keywords for a TrueView indisplay video
campaign is to use YouTube tags for keywords.
1.A) True
2.B) False

For advertisers bidding on maximum CPC basis,
Quality Score on the Display Network is
evaluated on the:
1.A) Quality Score of all campaigns and regional targeting settings

92. 2.B) Quality Score of keywords across all campaigns and all ad
groups
3.C) click-through rate (CTR) of the ad and relevance of the ad
text and keywords to the publisher’s site
4.D) clickthrough rate (CTR) of all keywords across the account
and the relevance of the ad text and keywords to the
advertiser’s landing page

A direct response advertiser is primarily
interested in generating conversions from a
Display campaign. To get a potentially better
return on investment, this advertiser should
use:
1.A) cost-per-day (CPD) bidding
2.B) viewable cost-per-thousand impressions (vCPM) bidding
3.C) Conversion Optimizer
4.D) cost-per-click (CPC) bidding

Which feature could help advertisers determine
if the clicks they are receiving on the Display
Network are valuable?
1.A) Conversion tracking
2.B) Display Planner
3.C) Keyword diagnosis
4.D) IP exclusion setting

93. Someone browsing the Internet sees an
AdWords display ad for laptop computers on a
Display Network site, but doesn’t click on it.
Two weeks later, she’s interested in buying a
laptop and decides to visit the site from the ad.
She finds the site by doing a Google search,
goes directly to it, and buys a laptop. In this
scenario, view-through conversions would be
valuable for the advertiser because it could:
1.A) measure the number of potential clicks associated with ad
impressions
2.B) track the IP addresses of the people who saw the ad
3.C) measure the number of conversions associated with ad
impressions
4.D) track the number of people who saw the ad but didn’t convert

Frequency capping gives advertisers the ability
to specify a limit to the number of:
1.A) impressions for all viewers
2.B) impressions for a unique viewer
3.C) clicks for a unique viewer
4.D) clicks for all viewers

94. Advertisers might choose to advertise on
YouTube if their goal is to:
1.A) select a specific demographic targeting method using sound
and motion.
2.B) reach mobile customers looking for a nearby product or
service.
3.C) drive sales to their online store.
4.D) reach customers looking for products or services using
search.

An advertiser purchasing display advertising
through other ad networks can still benefit from
using AdWords display ads because:
1.A) she can fill in the gaps of niche and mass-marketed sites
using AdWords targeting options
2.B) the ad can appear multiple times on a page to reinforce the
advertiser’s message
3.C) the ad will show on all ad networks and will reinforce the
advertiser’s message
4.D) she can infinitely loop animated image ads

Advertisers using the Display Network can use
the reporting table in the Placements section of
the Display tab to determine the:
1.A) Internet Protocol (IP) addresses of users who have seen their
ad
2.B) countries of residence of people who’ve seen their ad

95. 3.C) site on which people have seen their ad
4.D) frequency at which an ad is shown for a given person

What is a benefit of using the Ad gallery to
create an image ad?
1.A) An ability to choose from pre-existing design templates.
2.B) An ability to extend a display campaign’s reach to Google
search partners.
3.C) An ability to automatically adjust image content based on
campaign performance.
4.D) An ability to automatically create image ads from existing ad
text.

For advertisers bidding on a maximum CPC
basis, Quality Score on the Display Network is
evaluated on the:
1.A) clickthrough rate (CTR) of all keywords across the account
and relevance of the ad text and keywords to the advertiser’s
landing page
2.B) click-through rate (CTR) of the ad and relevance of the ad
text and keywords to the publisher’s site
3.C) Quality Score of all campaigns and regional targeting settings
4.D) Quality Score of keywords across all campaigns and all ad
groups

Managed placements allow advertisers to:

96. A) give Google the ability to select placements for them and set industry
appropriate bids
B) bid differently for specific placements on the Display Network
C) target relevant placements across the entire Google Display Network
based on their keyword lists
D) exclude a specific ad unit on a network page where there are multiple
ad units

An advertiser who has conversion tracking
enabled wants to optimize a campaign that
contains display ads. In order to identify the
websites that are generating sales, he should
review:
A) the Conversions column of the Placements tab reporting table
B) the Site Search report within Google Analytics
C) their clickthrough rate (CTR) for each placement
D) the average cost-per-conversion of the campaign

An advertiser creates a display ad with the Ad
gallery. The ad doesn’t show properly in all of
the ad sizes that the advertiser wants to use.

97. What should the advertiser do to ensure that the
ad shows in all ad sizes without limiting
exposure?
A) Allow all ad sizes to show on all placements
B) Create new display ads that will work well with the ad sizes that aren’t
working properly
C) Target placements that accept only ad sizes that properly show the
content
D) Continue to redesign the ad with the Ad gallery until the content shows
properly in all of the selected ad sizes
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