Google Ads Search Certification Exam Answers

Note that during the exam, you get 50 various format questions, but there are more than 230 different questions. Every time you take this assessment, you get random questions from this question pool. Download the file with all possible Search Ads assessment questions with 100% correct and verified answers.

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Google Ads Search Assessment:

Table of Contents

A marketing manager wants to use a Google Search Ads campaign to capture the consideration of customers who are searching online for camping equipment.

What’s a key benefit of a well-managed Google Search Ads campaign?

  • Search Ads can appear within organic search results.
  • Search Ads can include videos of relevant products.
  • Search Ads can appear on relevant searches by potential customers.
  • Search Ads can automatically send follow-up information to potential customers.

Explanation:

It’s way too easy to generate thousands of clicks, spend your entire marketing budget… And achieve zero conversions. As a marketer, you should focus on relevant clicks and actions that matter to your business. Google Ads provides a range of options to tailor your advertising to achieve marketing goals. Well-managed search ads campaign means relevant ads.

Which three universal extensions should marketers use to enhance their ads?

  • Sitelinks, call extensions, location extensions
  • Sitelinks, call extensions, callout extensions
  • Sitelinks, price extensions, app extensions
  • Sitelinks, structured snippets, callout extensions

A company’s account strategist wants to use Google Ads to reach the maximum number of users who are searching for relevant terms related to the company.

Which keyword match type would help the account strategist reach the most search queries that potential clients are using?

  • Customer match
  • Broad
  • Exact
  • Phrase 

Explanation:

There are 3 keyword match types : broad match, phrase match, and exact match. In addition, you can use negative keywords to finetune your ads. As it’s name suggests a “broad match” keyword type allows you to reach most search quesries. But the point is that reaching more search quesries is not equal getting more clients. As a marketer you should always focus on relevant clicks. Otherwise, it’s just a waste of your marketing budget.

A marketing associate creates their first Google Search campaign for a yoga school. They select the Google Search Network and, by default, Google Search partners.

How will appearing on Google Search partners benefit the school?

  • The school’s website will reach all device types.
  • The school will unlock additional geographic targeting for its ads.
  • The school will extend its reach to additional websites.
  • The school will be able to partner with similar businesses.

Explanation:

The Google Search Network is a group of search-related websites and apps where your ads can appear. When you create a campaign for the Search Network, Google Search Partners are included by default. Google Search Partners are websites that partner with Google to show ads and free product listings. Search partners extend the reach of Google Search ads and listings. As a result, your ads and product listings have the potential to reach a wide range of consumers. In addition, the Google Search Partner network is constantly expanding, giving you access to new potential customers. Therefore, the Google Search Partner network is an essential tool for any business that wants to reach a large audience.

What’s a benefit of using the sitelink extension?

  • Users can go directly to the website’s homepage.
  • Users can more easily call your business.
  • Users can download the app directly from your Search ad.
  • Users can more easily take a desired action by going directly to relevant pages.

Explanation:

Sitelink extensions appear below your ad description. They allow potential customers to access directly different pages on your website. In other words, sitelink extensions can increase your customer experience. They can instantly access a specific page that is the most relevant to their intent.

A marketing manager wants to raise awareness of their brand and build campaigns that are focused on branded terms. Because they’re unable to devote a lot of time to daily bid management, the manager decides to use automated bidding.

Which automated bidding strategy should the marketing manager use?

  • Maximize conversions
  • Target return on ad spend (tROAS)
  • Target cost-per-acquisition (tCPA)
  • Target impression share 

Explanation:

Target impression share is an automated bidding strategy that focuses on visibility. It’s suitable if your goal is to raise brand awareness. Or reach potential clients when they use brand related queries. With target impression share bidding you can target a percentage of top ad positions.

Which criteria do Google Ads review to make sure that Search ads are compliant with Google’s advertising policies?

  • Content and formatting
  • Similar ads by competitors
  • Goals and analytics
  • Site experience

Explanation:

Google Ads policies ensure that Ads are save for customers and advertisers. It’s a complex verification system that combines both human and machine learning verification. Google Ads policies cover all aspects of advertising including format, content and others. Some policies to mention are related to prohibited content, editorial policies, technical requirements.

A performance marketing manager wants to improve the performance of their Search campaign. They check the Google Ads recommendations page and notice that their campaign’s optimization score is 22%.

How should the manager interpret this score?

  • The campaign’s budget needs to increase by 22% in order to be fully optimized.
  • The campaign needs a 22% improvement in order to be fully optimized.
  • The campaign performance could improve by 78% if the manager adopts the optimization score recommendations.
  • The campaign is being outperformed by 78% of similar businesses.

Explanation:

The optimization score is an estimate of how well your Google Ads account is set to perform. Scores run from 0-100%, with 100% meaning that your account can perform at its full potential. If the performance marketing manager sees that their Google Search campaign has an optimization score of 75%, it means the campaign performance could improve by 25% if the manager adopts the optimization score recommendations.

An account planner is planning their company’s online advertising budget on a monthly basis. They choose Google Ads Performance Planner for help accomplishing this task.

Which two advantages does Performance Planner offer? (Choose two.)

Select All Correct Responses

  • Assistance identifying funds from other external budgets to allocate to marketing
  • Billions of weekly Google searches powering forecasting
  • Integration with other budgeting software
  • Leverage of machine learning for forecasting

Explanation:

As a marketer, you know that planning and using correct tools is essential to success. Performance planner is one of tools you can leverage. This tool lets you create forecasts for your campaigns, so you can see how bid changes might affect key metrics. It also allows you to adjust campaign settings and understand opportunities in seasonal periods.

Plus, Performance Planner makes it easy to manage budgets across multiple accounts and campaigns. In other words, it’s the perfect tool for keeping your marketing plans on track – no matter how much they change. Perfomance Planner uses machine learning for forecasting and analyzing billiions of data signals weekly.

What’s a best practice for using ad extensions?

  • Use extensions only at the ad group level.
  • Use at least three extensions per campaign or ad group.
  • Use ad extensions only if you are advertising services.
  • Use no more than two extensions per campaign or ad group.

Match each Search Audience solution with the benefit that it can bring to your campaigns.

  1. In-Market Audiences
  2. Remarketing Lists for Search Ads
  3. Detailed Demographics
  4. Customer Match 
  • Drive consideration among people who are actively researching the products or services you offer. (1)
  • Reach people who visited your website in the past. (2)
  • Reach people based on the likelihood of their marital status, education, parenting stage, and home ownership status. (3)
  • Upload your customer data into Google Ads and connect with these audiences. (4)

A water-sports company specializes in custom-made watercrafts and accessories.Their marketing manager decides to use the broad-match keyword, “boat.” The manager then adds “paddle” as a broad-match modifier.

Which two searches may prompt the marketing manager’s ad? (Choose two.)

  • Boats and ships
  • Boat adventure
  • Travel on a paddle ship
  • A green boat paddle
  • Rowboat paddling

What are two of the data sources that are used to calculate optimization recommendations? (Choose two.)

What’s the third component?

  • The URL displaying your website address.
  • The promotion behind your advertisement.
  • The phone number of your business.
  • The location of your business.

A water-sports company specializes in custom-made watercraft and accessories. The company’s marketing manager uses the broad-match keyword “boat” and adds “paddle” as a negative keyword.

Which two search queries will the ad be eligible to serve on? (Choose two.)

Select All Correct Responses

  • Motorboat rentals
  • Travel on a paddleboat
  • Paddleboat rentals
  • Boat adventure

Explanation:

When it comes to online advertising, targeting is everything. You want to make sure your ads are being seen by potential customers who are actually interested in what you’re selling. That’s where negative keywords come in. Negative keywords let you exclude certain search terms from your campaigns, so you can focus on the keywords that are most likely to lead to a sale. This kind of targeted approach can increase your return on investment (ROI) by putting your ad in front of interested users.

A marketing associate is working on a remarketing strategy for their Search Ads campaign. They want to re-engage high-value customers.

Which type of audience will likely have the highest lifetime value?

  • People who previously purchased a large quantity of the website’s products
  • People to whom the company has previously advertised via traditional media channels
  • People who previously purchased from a competitor’s website
  • People who have heard of the company but have never visited the company’s website

Which recommendation is a best practice for effectively using Performance Planner?

  • Create account-level plans that combine all campaigns.
  • Use Performance Planner on an annual basis to forecast the impact of your yearly strategies.
  • Divide campaigns with different marketing objectives into individual Performance Planner plans.
  • Set bids and budgets by using last click conversions.

A performance marketer is setting up a Customer Match strategy in order to reach a list of prospective customers.

Which user data source is the marketer eligible to use?

  • IP Address, Social media profile, Phone Number
  • IP Address, Work Address, Phone Number
  • Social media profile, Email, Mailing Address
  • Email, Mailing Address, Phone Number

Explanation:

Customer match audiences let you reengage with your customers and find new ones. This audience type uses first-party data such as email, address, phone number to build audience segments. You need to upload that data to Google if you want to enable customer match targeting option.

What’s a good use case to leverage Customer Match?

  • To reach new customers who share the behaviors and characteristics of your remarketing audience segments
  • To re-engage customers who have previously purchased from your business
  • To reach people based on advanced demographic criteria
  • To identify loyal customers and expand reach to people who resemble your customers

Explanation:

Customer Match is a powerful way to reach and engage with your customers across a variety of Google platforms. Using information that your customers have shared with you, Customer Match will target ads to those customers and other customers like them. This allows you to connect with your customers in new and meaningful ways, remarkably increasing the chances of driving conversions. Additionally, Customer Match opens up new opportunities for remarketing, allowing you to reach customers who have interacted with you offline as well as online. Overall, Customer Match is an extremely valuable tool that any smart advertiser should take advantage of.

Which two pieces of user data can you upload when creating a Customer Match strategy? (Choose two.)

Select All Correct Responses

  • Email address
  • Mailing address
  • Age
  • Employment status

Why is creating three or more Search Ads per ad group a best practice?

  • Having more ads in an ad group allows Google to serve the best-performing ad for each specific auction.
  • Having more ads in an ad group means the ads will receive a higher-quality score.
  • Having more ads in an ad group means lower bounce rates for landing pages.
  • Having more ads in an ad group increases the chances of showing more than one ad per auction.

Explanation:

An answer is “rotation”. When you have multiple ads in an ad group, Google will rotate them and show the best-performing one. According to Google recommendations, you should always have from 3 to 5 ad variations. Of course, It doesn’t mean that more than one ad could serve per auction. It means, Google will show an ad that will likely perform better according to various signals.

A marketing manager wants to improve the efficiency and effectiveness of their campaign-management process. They’re considering using automated bidding.

How can automated bidding help the manager accomplish this goal?

  • By providing manual control of each bid
  • By determining minimum and maximum bid values by the daily budget
  • By setting manual bids for specific times of day
  • By setting the appropriate bid for each auction

Explanation:

Managing multiple campaigns at scale is a challenging task. With automated bidding option you can achieve better results easier. There are different automated bidding strategies available. They can help you increase clicks, conversions, or focus on visibility. With automatic bidding, Google algorithms will set bids based on your goals and likelihood to result in your desired action.

An account manager is creating their first Google Search Ad. They want to create an inviting and relevant ad to which potential customers will respond favorably.

What are two ways that the account manager can create an ad that will motivate users to click on it? (Choose two.)

Select All Correct Responses

  • Include a current promotion.
  • Increase the font size.
  • List the ad at the bottom of the search results.
  • Feature a relevant headline.

A retailer wants to focus on selling their overstocked blue saucepans. The marketing manager decides to use broad match to set up keywords for the saucepans.

What are two ways that broad match can make the manager’s work easier? (Choose two.)

Select All Correct Responses

  • The manager won’t have to think of all of the related “saucepan” keywords.
  • The manager won’t need to use keywords when on the broad-match setting.
  • The manager can choose the exact searches to which their keywords will match.
  • The manager can serve on new, relevant queries.

Explanation:

Broad match keywords allow you to reach wider audience. Yet, wider audience doesn’t mean more customers. If you choose broad match keyword types, make sure you monitor your campaigns closely to avoid irrelevant clicks.

An electronics company is launching a new voice-controlled television. The company’s owners decide to use broad match in their Search Ads campaign with the keywords “voice-controlled television.”

How will broad match benefit the company’s campaign?

  • The ad will appear to more users by serving on new, relevant queries.
  • The ad will appear to previous customers regardless of the search terms in order to expand reach.
  • The ad will only appear if the search terms contain the keyword “television,” ensuring relevancy.
  • The ad will only appear if the search terms contain the specific brand of television, ensuring relevancy.

Explanation:

Broad match is a keyword match type that allows your ad to show on searches that are related to the meaning of your keyword. Broad match is the default match type that all your keywords are assigned, which helps your ads reach a wider audience without requiring you to build an extensive keyword list. However, broad match can also result in your ad being shown for irrelevant searches, so it is important to use negative keywords to help narrow the focus of your campaigns. When used correctly, broad match can be a valuable tool for reaching new potential customers. To tailor your reach more you should use phrase and exact match keyword types.

A marketing manager with a fixed budget wants to drive as many customers as possible to their website.

Which bidding strategy can meet the marketing manager’s needs?

  • Target cost-per-acquisition (tCPA)
  • Maximize clicks
  • Target impression share
  • Target return on ad spend (tROAS)

A travel marketer wants to serve their ads only to potential customers who are specifically looking for all-inclusive vacation options in Paris. The marketer decide to use an exact-match keyword of “all-inclusive vacation Paris.”

Which search terms might match with this ad?

  • “All-inclusive family vacation”
  • “Best all-inclusive vacation”
  • “All-inclusive vacation”
  • “All-inclusive Paris holiday”

Explanation:

Exact match type keywords allow you to target search queries that have the same meaning and intent as your selected keyword. Exact match requires some keyword analysis and manual work to set up. But it’s by far my favorite keyword match type. Because you can be sure not to waste your marketing budget on irrelevant queries. However, exact match doesn’t mean “exact match”. They will include search queries with common misspellings, singular or plural forms, accents, abbreviations. In other words, meaning and intent should be the same. Note that exact match keywords must be specified using brackets []. Question format could seem strange for some marketers as “” is used to define phrase match.

What’s a benefit of using Customer Match audience solutions?

  • Having the ability to develop and segment lists based on demographics
  • Using your first-party data to reconnect with previous customers
  • Collecting users who have interacted with your website via the Google Ads remarketing tag
  • Connecting with new prospective users whose interests align with your product

Explanation:

With Customer Match feature you can optimize your campaigns based on data you know about your costumers. This allows you to re-engage with your customers and find new ones. To use customer match audiences you need to upload data to Google. For example, customer mailing addresses, emails or phone numbers.

A growth marketing manager is developing the advertising strategy for a company’s product launch in an increasingly competitive market.

How can a Google Search campaign help with the company’s product launch?

  • The company’s website will load faster with the addition of Google Search ads.
  • Search ads for the company can appear when users are comparing different options from competitors.
  • The company’s Search ads will be eligible to appear on other channels, such as print ads.
  • Users will be able to see the company’s Search ads while browsing other websites.

Explanation:

Google Search ads allow you to reach potential customers at the moments that matter. You can tailor your ads to show when people search on the Google search network. For example, when they are looking for products or services they like yours. Or comparing different options. This is a great opportunity for you as a marketer to promote your products.

An Account Strategist regularly reviews their company’s optimization score in order to make sure that their Google Search campaign is as effective as possible.

How is this optimization score calculated?

  • Based on campaign aspects such as campaign statistics, settings, and industry trends
  • By comparing the company’s current sales to the company’s historic sales data
  • By comparing the company’s website to the websites of the company’s competitors
  • By analyzing the popularity of the company’s ads on social media

Explanation:

To optimize your advertising campaign you can consider Google recommendation. This is a special Google Ads feature that provides suggestions how to improve performance of your ads. Recommendations are based on your campaign settings, performance history and industry trends. Along with recommendations you will see your current optimization score. This percentage metric is an estimate of how well your Google Ads campaign is set.

You manage the Search strategy for an athletic apparel retailer.

Which customer type will likely have the highest lifetime value?

  • Customers who have purchased at the retailer’s outlet location
  • Customers who participated in the brand’s most recent holiday sale
  • Customers who are members of the company’s loyalty program
  • Lapsed customers who haven’t purchased from the brand in the previous year

Explanation:

While a company’s value-per-conversion (VPC) is important to consider when making marketing and advertising decisions, it’s often strategic to factor in other values as well. For example, repeat business and word-of-mouth can play a big role in a company’s bottom line. In addition, lifetime customer value (CLV) is another important metric to consider. CLV can be calculated at a company level, a customer segment level, or an individual level. By factoring in all of these values, companies can make more informed decisions about how to allocate their resources. Ultimately, this flexibility can lead to higher profits and more satisfied customers. Customers that are participating in a loyalty program are likely to have higher CLV. Because of repeated purchases.

A marketing associate manages the online marketing campaigns for a vitamin and supplement store. They launch a Google Search campaign and choose “website traffic” as the campaign marketing goal.

Which outcome should the marketing associate expect from the campaign?

  • An increase in online sales through the store’s website
  • More customers learning about the store’s products on the website

Explanation:

Before creating a campaign, it’s important to take some time to consider what you hope to achieve. What is the main goal of the campaign? Are you looking to generate sales? Increase website traffic? Once you have a clear idea of your goals, you can select the appropriate campaign settings and features. For example, if you’re hoping to increase sales, you’ll want to make sure that your campaigns are targeted at potential customers who are likely to be interested in your product. On the other hand, if your goal is to increase website traffic, you’ll want to focus on creating campaigns that will grab people’s attention and encourage them to click through to your site. In Search Ads campaigns you ca choose Sales, Leads, and Website traffic as your campaign goal.

Which bidding strategy should an advertiser choose in order to meet a campaign goal of visibility?

  • Maximize Conversions
  • Target return on ad spend (tROAS)
  • Maximize Clicks
  • Target impression share

Explanation:

Target Impression Share is an automated bidding strategy that sets bids with the goal of showing your ad on the top of the page. This bidding strategy is focused on visibility. Target Impression Share can be useful for campaigns with brand terms or awareness raising campaigns. By setting a target impression share, you can ensure that your ad is seen by a wider audience. This could greatly impact your brand or product recognition.

An avid skater wants to buy a new skateboard. They go to Google Search in order to research and purchase the best skateboard they can find.

Which steps, in order, could the skater take to interact with Google Search Ads?

  1. The skater would search for “best skateboards.”
  2. The skater would scan the search results.
  3. The skater would click on a Google Search ad.
  4. The skater would browse different skateboards on the website they navigate to.
  5. The skater would make a purchase on the website they navigate to.

Marisol manages the online advertising campaigns for a chain of toy stores with both a physical and an online presence.

Which Google Ads campaign should Marisol use to show images of their products, advertise their company’s online and local inventories of toys, and boost traffic to their website and local toy stores?

  • Display
  • Video
  • Shopping
  • Search

Why is optimizing your ad rotation when setting up your ads recommended?

  • Users will be able to review your ads more quickly.
  • Users will be able to see more of your ads.
  • Google will select the best ad for each auction.
  • You’ll be able to serve multiple ads per query.

Explanation:

With Optimize feature enabled Google will rotate your ads and try to show the best-performing one. If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can show at a time. The idea is that by having multiple ads within an ad group, you’ll be able to get data insights that will help you refine your ad quality and performance. Ideally, you should use at least 3 or more ads in each group. Going beyond that, you should make ad rotation a priority. By doing so, you’ll be able to take advantage of this feature and improve your overall advertising strategy.

Which ad extension is available only as a full automated ad extension?

  • Message extension
  • Price extension
  • App extension
  • Seller ratings extension

Explanation:

With automated extensions you can enhance your ads and win more potential customers. One of automated extensions are Seller Rating extensions. These extensions show on search ads, shopping ads, and free listings. I am sure you have seen these attractive star ratings below ad text when searching on Google. Note that you do not need a Merchant Center account to be eligible this extension to serve. Yet, seller rating extension is automatic. You can’t draw 7 stars for yourself. And not because 5 stars rating is a most possible.

What’s a best practice when writing a description for a Search Ad?

  • Comparing the business to competitors
  • Highlighting the business hours
  • Including a call to action
  • Including a customer quote

Explanation:

A description field is to define your product or service. You should use an active voice and include a call-to-action. You can use up to 90 characters to finetune your message. Avoid using passive voice or keyword stuffing. You should focus on enticing people to click your ad.

What’s a best practice when writing a headline for a Search Ad?

  • Including at least one keyword in the headline
  • Providing the full URL in the headline
  • Highlighting the business hours
  • Including the names of competitors

Explanation:

Your ad text consists of 3 main parts – Headline, Display URL, and Description. A headline text is one of the most important elements of your ad, as it’s one of the first things people will notice. Including keywords that people are likely to use in their Google search can help ensure that your ad is seen by relevant consumers. Thus, it’s important to use headlines that are clear and easy to understand. Regardless of how they’re being viewed. By following these tips, you can ensure that your Google text ad is more likely to be noticed and clicked on by potential customers.

A plumbing company prides itself on excellent customer service, especially during after-hours service calls. Its owners want to connect with people who need emergency plumbing services in the middle of the night.

Which setting could help the owners achieve these goals?

  • Ad scheduling
  • Image extensions
  • Networks
  • Keyword insertion

Explanation:

With ad scheduling feature, you can specify when you want your ads to show- such as during business hours or on certain days of the week. This way, you aren’t paying for ads that run when you can’t handle customer inquiries. You can also use the ad scheduling to set bid adjustments. This means that you can increase or decrease your bids for specific days and times. For example, you may want to increase your bids on weekends when more people are online shopping.

In this case, ad scheduling is a right approach to target people in the middle of the night for emergency plumbing services.

What’s a best practice for effectively using Performance Planner?

  • Set bids and budgets by using last-click conversions.
  • Use Performance Planner on an annual basis.
  • Create account-level plans that combine all campaigns.
  • Check your plan regularly close to the run date.

A performance marketer wants to drive as much purchase value as possible within a specific return on ad spend.

Which type of automated bidding strategy should the marketer use?

  • Target return on ad spend (tROAS)
  • Target impression share
  • Target cost-per-acquisition (tCPA)
  • Maximize clicks

A performance marketing manager wants to improve their Google Search Ads campaign. On the Google Ads recommendations page, they see that their Google Search campaign has an optimization score of 75%.

What does this mean?

  • The campaign performance could improve by 75% if the manager adopts the optimization score recommendations.
  • The campaign’s budget needs to increase by 25%.
  • The campaign performance could improve by 25% if the manager adopts the optimization score recommendations.
  • The campaign is performing better than 75% of the manager’s other Search campaigns.

Explanation:

Optimization score is a percentage metric indicating how well your campaigns are set. Google evaluates your campaigns from 0 to 100% based on various factors. Such as performance history, campaign settings and available industry data. When you accept recommendations your Optimization score will improve.

What are two best practices for creating ads? (Choose two.)

Select All Correct Responses

  • Implement one ad per ad group per keyword for a maximum of 100 ads.
  • Include three to five ads and at least three extensions in each ad group.
  • Optimize the campaign’s ad rotation for clicks or conversion actions.
  • Separate each ad into an individual ad group in order to streamline reporting.

A small-business owner wants to drive as many potential customers as possible to their website. The budget for their campaign is only $500 per month.

Which type of automated bidding strategy best aligns to the owner’s campaign goal?

  • Target cost-per-acquisition (tCPA)
  • Maximize clicks
  • Target return on ad spend (tROAS)
  • Target impression share

Explanation:

With the Maximize clicks automated bid strategy, Google Ads sets your bids to help get as many clicks as possible within your budget. This can be a great way to get more traffic to your site, but it’s important to note that you may end up paying more per click than you would with other bid strategies. That’s why it’s often a good idea to set a maximum CPC (cost per click) when using this strategy. That way, you can control the maximum amount you’re willing to pay for each click. If you don’t enter a maximum CPC bid limit, Google Ads will adjust your bids to try to get you as many clicks as possible while spending your budget.

Your Google Search text ad has three main components. The first is a headline, and the second is a description.

What’s the third component?

  • The URL displaying your website address.
  • The promotion behind your advertisement.
  • The phone number of your business.
  • The location of your business.

Trina Is Considering Using Automated Bidding, As She’s Looking To Make Her Campaign Management Process More Efficient.

What Are Three Ways That Automated Bidding Can Improve Efficiency?

Select All Correct Responses

  • Minimum and maximum bid values are determined by the daily budget
  • Sets manual bids for specific times of the day
  • Saves time and marketing resources
  • Integrates a large variety of signals to evaluate user intent
  • Sets the appropriate bid for each and every auction

What is the minimum number of users a remarketing list must have before being used with a Remarketing List for Search Ads campaign?

  • 10,000 users
  • 1,000 users
  • 500 users
  • 100 users

Explanation:

Remarketing lists for search ads (RLSA) is a powerful tool that can help advertisers to fine-tune their search campaigns and target more qualified leads. You need at least 1000 users on list to start using this feature. Keep in mind that RLSA is a different feature from Display ads remarketing.

Lola is in the process of selecting a campaign type to suit her business objectives.

Why is it important that she consider business objectives before choosing her campaign type?

  • Google Ads will automatically create ad messaging based on the campaign type she chooses.
  • The campaign type chosen will determine where her ads appear and the format of those ads.
  • Certain campaign types will only serve ads during particular times of the day and week.
  • Different campaign types have different minimum and maximum budget requirements.

You manage marketing for a small business on a tight budget, yet you need to reach as many people as possible.

How can Google Ads help?

  • With Google Ads you always pay using cost-per-reach, predetermined by your budget.
  • Google Ads saves you time by deciding what your budget will be on a daily basis.
  • With Google Ads, your ads will show on every available search engine.
  • With Google Ads, you can choose a maximum amount to spend per month.

Which user type would the Google Ads system closely match as an Affinity audience?

  • A student who is looking for loan advice
  • A parent who is caring for their toddler
  • An individual who is interested in purchasing a car
  • Someone who has demonstrated a qualified interest in movies

Karen has evaluated her Google Search Ads campaign’s optimization score after noticing that the campaign’s performance had slipped. The score is much lower than it was a month ago. She applies an optimization recommendation that surfaces in the Recommendations page.

What will happen to her campaign’s optimization score?

  • The score will decrease upon accepting the recommendation.
  • The score might increase or decrease depending on the recommendation.
  • The score will dynamically improve upon accepting recommendations.
  • The score isn’t affected by application of recommendations.

Trina sells dolls and accessories, and doesn’t have much time to update her Search campaigns with her ever-changing inventory.

How can Dynamic Search Ads help Trina?

  • Lower bid rates can be utilized, based on inventory levels.
  • Keyword lists can be automatically created based on website offerings.
  • The inventory update dates can be manually set.
  • Additional web crawlers can be employed to review her inventory.

Explanation:

Dynamic Search Ads (DSAs) are a type of online advertising that uses your website’s content to target your ads and can help fill in the gaps of your keyword-based campaigns. With DSAs, you don’t need to create separate ads for each keyword; instead, Google uses your website’s content to generate ad headlines and landing pages that are relevant to the searcher’s query. This not only saves you time, but also helps to keep your ads relevant. In addition, all you need to do is add a creative description; there’s no need to create separate ads for each keyword. As a result, DSAs can be an effective way to reach potential customers who are searching on Google for precisely what you offer.

Every ad contains a URL displaying your website address. You can add two optional path fields to the display URL in a text ad.

What’s an advantage of using these optional path fields?

  • To give users an idea of the content they’ll see upon clicking the ad
  • To match an appropriate landing page with the search term that triggered the ad
  • To give users more options over which landing page they want to navigate to
  • To allow the Google Ads system to anticipate what content is present on the landing page

Which of the following goals can you achieve for your marketing campaign by using automated bidding?

  • To choose what time of day your ads will appear
  • To reach the right user with the right message at the right time
  • To control the cost of each click
  • To target specific devices exclusively

What’s an example of an effective callout extension?

  • Contact our team
  • Send us a text for more information
  • Learn more about us
  • Free returns

Layla is learning about the benefits of using search ad extensions and has come to know that they can help to increase user engagement.

What are two other benefits that search ad extensions can contribute to performance? (Choose two.)

Select All Correct Responses

  • More qualified leads
  • Dynamic video insertion
  • Attractive video assets
  • Faster loading landing pages
  • Better ad quality

John’s company makes a great product and customers are happy with their purchases. Unfortunately, few potential customers visit the company’s website.

What are two ways that responsive search ads could help John’s company reach more potential customers? (Choose two.)

Select All Correct Responses

  • With multiple headline and description options, responsive ads can compete in more auctions for a wider range of search terms.
  • With higher per-sale transaction returns, responsive ads increase the working budget for an advertiser’s active campaigns.
  • With lower costs-per-click, advertisers using responsive ads can afford to be in more daily auctions.
  • With machine learning making the decisions, responsive ads are given preferential treatment by the system in every auction.

Linda recognizes that a Google Search campaign could bring significant value to her eCommerce business.

Which two solutions can Linda achieve via a Google Search campaign? (Choose two.)

Select All Correct Responses

  • A video can present a summary of her products to people showing an interest in her business.
  • Her business can catch the interest of people while they’re engaged with a mobile app.
  • Her business can have a presence at the exact moment someone is searching for the kinds of products she offers.
  • Her business can show up on search results when businesses similar to hers are showing up.
  • She has the option to show users a photo of each of her products along with titles, prices, her shop name, and more.

When are automated extensions, such as Seller Ratings, shown?

  • When an account is white-listed for them.
  • When Google predicts they’ll improve ad performance.
  • When an automated extension campaign is created.
  • When an advertiser manually opts in to receive them.

What are these principles?

  • Sales, consideration, and integrity
  • Growth, reach, and traffic
  • Relevance, control, and results
  • Influence, awareness, and promotion

What are two ways that Performance Planner can help reveal the possibilities across all your Google Ads campaigns? (Choose two.)

Select All Correct Responses

  • Instrumentation
  • Validation
  • Simulation
  • Distribution
  • Differentiation

Explanation:

Performance planner uses Simulations and Validation methods to provide recommendations and forecasts. Based on these recommendations you can achieve better ad performance. Performance Planner takes into account various signals including your campaign performance history, settings, and industry data.

Jimmy has completed the headline section of his text ad and is now writing the description section.

What are three factors that Jimmy should include in the description section of his text ads? (Choose three.)

Select All Correct Responses

  • A mention of prices, promotions, and exclusive offers
  • Encouraging potential customers to take action
  • More landing pages to visit
  • A variety of emoji to catch the attention of potential customers
  • Highlighting what makes his business unique

While managing a successful Google Ads campaign, why would you choose automated bidding instead of manual bidding?

  • Because bid automation is a standard capability in the market that allows a lesser degree of precision, based on the conversion opportunity of each auction
  • Because given the dynamic nature of Google’s auctions, the appropriate bid can often be a moving target that is challenging to reach at scale when using manual bidding
  • Because users intent and their likelihood to complete valuable actions for your business hardly vary based on location, time, or device
  • Because cross-referencing data with context to establish intent and set the appropriate bid is a more simple, direct task

Samira has been tasked with increasing the relevance of her company’s ads. She has been told that she can use multiple headline options in her responsive search ads as a way to increase relevance.

How many headlines can Samira include in a single responsive search ad?

  • Up to 15 headlines
  • Up to 25 headlines
  • Up to 5 headlines
  • Up to 50 headlines

How can Performance Planner serve your business?

  • By determining which of Google’s ads are most appropriate for your brand
  • By finding areas of your total budget that could contribute to marketing
  • By optimizing your ad budget for maximum growth
  • By teaching your employees the fundamentals of personal budgeting

How can ad extensions contribute to increasing user engagement?

  • Ad extensions include a “share” button.
  • By addressing a user’s intent, device, and location.
  • Ad extensions include a “like” button to gauge if an ad is favorable.
  • With attractive images and videos.

Leo is in charge of advertising for the clothing lines of a large manufacturer. He uses his Google Ads Recommendations page to help him evaluate his Search Ads campaigns.

Which feature makes the optimization recommendations valuable for Leo?

  • The recommendations provide general best practices from Google.
  • The recommendations are tailored to the specific account.
  • The recommendations don’t take into account campaign settings.
  • The recommendations only apply to select keywords.

Each Similar Audience has its seed list members removed to ensure what?

  • That only highly-relevant traffic is targeted
  • That no user overlaps between a similar list and its seed list
  • That ads are shown in competitive positions
  • That ads do not risk double-serving

Your company provides home-maintenance services, and you want to reach more potential customers. You have a limited budget to work with.

Why is Google Ads right for you?

  • You can set your own budget and can change it at any time.
  • Machine models automatically determine your advertising budget.
  • With Google Ads, you always pay using cost-per-reach, predetermined by your budget.
  • Your ads will be placed on all search engines.

What can the Performance Planner recommend?

  • Applying bid adjustments to specific locations
  • Including or excluding “Google search partners”
  • Using “Target impression share” as an automated bid strategy
  • Campaign-level Target CPA (cost-per-acquisition)

Jerry understands that expected click-through rate is one of three main factors that determine the quality score of an ad.

What are the two other main factors that Jerry should focus on to improve the quality score of his ads? (Choose two.)

Select All Correct Responses

  • Ad dimensions
  • Ad relevance
  • Ad landing page experience
  • Bid amount
  • Conversion rate

With Dynamic Search Ads, what does the advertiser provide?

  • A headline
  • A list of search terms
  • A list of web pages
  • A machine-learning algorithm

What’s a key objective in delivering ad extensions?

  • Opening up additional ad space to extend character limits.
  • Providing the right users with the right information at the right moment.
  • Giving users control over the types of ads that they see.
  • Making ads more appealing with the use of image and video assets.

Karen’s washing machine broke, so she’s conducting a search on Google to find a new one. She sees a number of Google Search Ads for washing machines in the results.

Which of the following make up some of the parameters that the Google Search Ads auction uses to determine what ads Karen sees? (Choose two.)

Select All Correct Responses

  • Campaign type
  • Size of ad group
  • Advertiser campaign count
  • Ad relevance
  • Advertiser bid

A golf enthusiast regularly watches instructional videos about golf, has recently searched for the best golf clubs on Google.com, and has researched golf courses on Google Maps.

Which type of Search Audience solution would best reach this individual?

  • Affinity Audience
  • Detailed Demographics
  • Similar Audiences for Search
  • In-Market Audience

Explanation:

In today’s competitive marketplace, it’s more important than ever to make sure your advertising is reaching the right audience. With audience segment targeting, you can ensure that your ads are seen by people who are most likely to be interested in what you have to offer. You can target based on factors such as demographics, interests, and even past interactions with your brand. This allows you to create more customized campaigns that are more likely to resonated with your target audience. As a result, you’ll be able to achieve a higher return on investment for your advertising spend. Affinity audiences allow you to reach people based on their interests and habits.

Rina has heard the term Quality Score mentioned before and is interested to learn what it actually is.

Which statement describes Quality Score?

  • It’s an estimate of the quality of your ads, keywords, and landing pages.
  • It’s a metric that scores the quality of traffic that clicks on your ads
  • It’s a final score that’s based on every element of the structure of your account.
  • It’s feedback left by users who’ve clicked on your ad and browsed your website.

Why is using the performance targets feature after utilizing the Performance Planner recommended?

  • This practice allows you to ensure seasonality and budget reallocation are accounted for future periods so you can prevent your campaigns from becoming “Limited by Budget”.
  • This practice allows you to receive detailed insights from Google Analytics with regards to how website behavior is impacted after applying Performance planner recommendations.
  • This practice allows you to monitor targets set in the Performance Planner and to receive alerts and recommendations when a campaign is not on track.
  • This practice allows you to fully automate all aspects of account management to improve the likelihood of meeting performance targets.

What does adding callout extensions to your Google Search ads enable you to do?

  • Extend ads with a phone number, allowing mobile users to directly call your business.
  • Gives you the option of driving traffic to your website or to the app store from a single text ad.
  • Direct users to specific pages of your website.
  • Highlight information about value-adding attributes of your business, products, or services.

Francis tries to explain to his boss the benefits of using automated bidding.

Match these aspects of automated bidding with the benefits they serve.

  • Auction-time bidding – Algorithmically helps set the appropriate bid for each and every auction
  • Depth of signals used and cross analysis – Integrates a large variety of signals and considers new ones to evaluate user intent
  • Machine learning – Alleviates the strain on marketing resources by automating more manual tasks
  • Time saved – Tailors bids to each user’s unique context, using relevant signals present at auction time

What’s the primary benefit of using structured snippet extensions in your ads?

  • Lets you quickly display information about your promotions without having to update every ad.
  • Lets you show your business address, phone number, and a map marker alongside your ad text.
  • Gives users specific information about what you’re offering, before they visit your website.
  • Allows potential customers to navigate to specific pages of your website directly from the ad.

Three core principles, focused on helping businesses reach their online potential, are the foundation for Google Ads. The first of these is relevance. Google Ads connects businesses with the right people at the right time.

Upon which other principles was Google Ads built?

  • Credits and context
  • Profit and privacy
  • Options and tracking
  • Control and results

Tara is using Search Audiences to reach her most valuable customers.

Which direct benefit might she obtain by using Search Audience?

  • Getting suggestions on the best automated bid strategies for her campaigns
  • Learning granular insights regarding her search network performance
  • Delivering a customized message to the right user at the correct bid
  • Receiving automatically-generated keyword and ad content suggestions

Sam’s new to Google Search Ads and worries he may not have the skills or time to run a successful ad campaign.

Which two Dynamic Search Ads features will be of help to Sam? (Choose two.)

Select All Correct Responses

  • Machine learning helps automatically find new keywords.
  • Destination URLs are automatically kept up-to-date.
  • The user interface for Dynamic Search Ads excludes all manual controls.
  • Dynamic Search Ads don’t have to undergo the bidding process.
  • Dynamic Search Ads require no initial user configuration.

What is one of the reasons why an advertiser should consider using Performance Planner on a monthly basis?

  • Auctions fluctuate all the time
  • Click-through rate averages require planning
  • Google Ads are updated automatically
  • A / B testing

Michelle recently launched a new product called **Wonder Boots**. The brand has already become well-known in her industry. She wants to attract more traffic via Google Ads but only for searches that are solely for her product name (**Wonder Boots**).

Which keyword match type should Michelle use to attract traffic strictly for searches for the **Wonder Boots** product name?

  • Phrase match
  • Exact match
  • Broad match
  • Broad-match modifier

What does Performance Planner automatically do?

  • Sets your ad budget for maximum growth
  • Forecasts how your current campaigns will perform in the future
  • Uses machine learning to target new demographics
  • Recommends the perfect ad structure for your budget

Brenda’s working on improving a Google Search Ad’s quality score so it potentially gets a better ad rank and performs better in the ad auction.

What change to Brenda’s ad might improve the Ad Rank?

  • Adding seasonal messaging during the holiday season.
  • Using colors in the message text to improve Quality Score.
  • Making the headline bold to potentially improve the eCTR.
  • Incorporating an image to make the ad more enticing.

In-market audiences allow the opportunity to specifically identify what kind of user?

  • Someone who has an interest in a topic
  • Someone who writes content about a topic
  • Someone who is in the mindset to buy
  • Someone who has a passion for a topic

You’d like to improve an ad’s perceived quality during an ad auction.

What aspect of the ad will be most beneficial for you to work on?

  • Improving the navigability of the landing page.
  • Removing an extension from the ad.
  • Increasing the bid amount of the ad.
  • Determining the location of users.

Bob’s electronics company is launching the sale of a new television, UltraView1000. Bob decides to use phrase match in his Search Ads campaign because he wants searches that contain UltraView1000 to show his ad.

How else will phrase match benefit Bob’s campaign?

  • Bob’s ad will show on searches with only UltraView1000 included in them, with no additional words.
  • Bob’s ad will show on searches for televisions that came to market at the same time as UltraView1000.
  • Bob’s ad will show on searches for UltraView1000 and additional words before and after.
  • Bob’s ad will show on searches for television features similar to UltraView1000.

An advertising executive takes over a Google Search ads campaign. On his Google Ads Recommendations page he notes that the campaign’s optimization score is 40%.

What does this score indicate?

  • 40% of the revenue she allocates to her campaign is being used in the wrong areas.
  • The campaign is running 40% over budget.
  • The campaign is 60% less optimal than other company campaigns.
  • The campaign score has 60% headroom to improve.

Your client, Vince’s Veggies, wants to increase downloads of their popular recipe printouts. You suggest they create ad groups based on the cooking categories that appear on their website.

What will they need to create in their first Google Search Ad group? (Choose two.)

Select All Correct Responses

  • Default bid amount
  • Keyword list
  • Delivery times
  • Country targets
  • Device types

What can the Performance Planner assist you with?

  • To improve return on investment so you can drive more conversions within your target CPA (cost-per-acquisition)
  • To analyze the search term report and add both keywords and negative keywords, depending on historical performance
  • To create an optimized copy of your existing campaign, so that it can be tested with the drafts and experiments tool
  • To determine which Google Ads features should be enabled to get the best performance from your campaigns

Why should campaigns with different marketing objectives be separated into different Performance Planner plans?

  • To prevent campaigns from becoming “Limited by Budget”
  • To avoid any potential keyword duplicates between different marketing objectives
  • So that seasonal trends can be better identified for each individual marketing objective
  • So that spend is not reallocated between two different marketing objectives

Explanation:

Different advertising goals need different approach. Your available Google Ads campaign options will depend on the goal you set. When using a Performance Planner tool it’s important not to combine campaigns with different goals into one plan. Because your budget can be allocated inefficiently between different marketing goals.

Which statement is true about serving relevant ad extensions?

  • They generate new creative suggestions for both keywords and ads.
  • They provide advertisers with additional insights within the search term report.
  • They prevent all irrelevant traffic from clicking on your ads.
  • They encourage users to make more informed decisions and take action.

Michael built a high-quality ad with an excellent keyword list. He’s disappointed the ad isn’t being shown as much as he’d like.

What’s a likely reason for his ad not being frequently displayed?

  • Users may be misspelling his keywords.
  • He has too much information listed in his ad extensions.
  • His bid for the ad is too low.
  • He hasn’t supplied a link for the ad.

Silly Sayings is seeing a lot of website traffic, but the company wants to generate more qualified leads. They’re interested in trying ad extensions to see if they can increase the number of qualified leads they receive.

In what way can ad extensions assist companies such as Silly Sayings in generating more qualified leads?

  • By dynamically using negative keywords, based on a user’s website content.
  • By attracting users with creative assets.
  • By presenting users with catalog options for a product.
  • By providing users with relevant information up-front.

In-Market audiences would be suited to reach which user?

  • Someone researching the safety features of baby prams
  • Someone excited about a new movie release
  • Someone looking to purchase a new car
  • Someone with a qualified interest in mountaineering

What content could be used for a structured snippet extension?

  • Contact our team
  • Berlin, London, Paris, Singapore
  • Free shipping
  • Text an expert now

Helen’s Heating and Air (HHA) wants to encourage interest in their new smart refrigerators. They know that WidgetCo also sells smart refrigerators. HHA’s marketing manager creates the broad match keyword “refrigerator,” and adds “WidgetCo” as a negative keyword.

Which two searches may prompt the ad? (Choose two.)

Select All Correct Responses

  • Refrigerator reviews WidgetCo
  • Energy-efficient fridge
  • WidgetCo refrigerator installation
  • Smart refrigerator reviews
  • WidgetCo customer support

Which two ad extension types can also be served as automated ad extensions? (Choose two.)

Select All Correct Responses

  • Location extension
  • Callout extension
  • Promotion extension
  • Sitelink extension

You’ve been tasked with marketing a new line of plumbing services, but you have a set budget you can’t exceed.

Why is Google Ads a viable option?

  • Google Ads guarantees phone calls to your business.
  • Google Ads offers separate auctions for low budgets.
  • Google Ads gives you control over your budget.
  • Google Ads allows you to cap the number of ads you pay for, based on your business.

You’ve seen great results from your Google Search campaigns when using Remarketing Lists for Search Ads.

How might you amplify those results?

  • Removing Similar Audiences from Remarketing campaigns
  • Use Similar Audiences to re-connect with past visitors to your site
  • Increase the size of your remarketing lists by decreasing the size of your Similar Audiences lists
  • Use Similar Audiences to find new visitors for your site

You are working to improve the quality score of a Google Search ad by increasing your eCTR. Your goal is to have more users click on the ad and ultimately visit your website.

What might increase the number of clicks your ad receives?

  • Adding more specifics to the ad.
  • Tweaking the speed of your website.
  • Decreasing the bid for the ad.
  • Cloning the ad multiple times.

Hank wants to use a “Maximize Conversions” campaign with the Performance Planner.

Which recommendation can be provided to Hank by the Performance Planner?

  • Recommended campaign bid scaling
  • A recommended Campaign-level Target CPA (cost-per-acquisition)
  • A recommended Campaign-level Target ROAS (return-on-ad-spend)
  • A recommended average daily budget

You want to improve the relevance of an ad with a particular set of keywords. The goal is to increase the ad rank of the ad so it gets more exposure.

What action should improve the ad relevance?

  • Focusing on connecting to a wider audience.
  • Improving the navigation of the landing page.
  • Adding more negative keywords.
  • Highlighting product uniqueness.

Jacob’s physical toy store relies on offline metrics, such as store visits and in-store sales. He’s heard that specialized campaign types can help him meet these kinds of goals.

Which campaign type can help Jacob achieve his offline business objectives?

  • Local
  • Discovery
  • Video
  • Display

Swee Yin’s fashion-apparel department store runs a popular biannual sale on men’s hats, with large discounts and surprise bonus items. She wants to tailor her Google Search campaign to highlight this sale.

How can Google Search campaigns be tailored to promote her company’s sales event? (Choose two.)

Select All Correct Responses

  • By creating a new ad group for the sale.
  • By targeting specific device operating systems.
  • By adding coupon alerts to people nearby the store.
  • By setting campaign start/end dates.
  • By choosing “leads” as the campaign goal.

What are two ways Dynamic Search Ads brings value to an advertising campaign? (Choose two.)

Select All Correct Responses

  • It promotes advertising on social media platforms.
  • It allows for greater control over keywords.
  • It reduces the needed advertising budget.
  • It creates new ads automatically.
  • It finds traffic an advertiser might miss.

Why does automating your bid vs. using manual bidding contribute to a successful Google Ads campaign?

  • The customer journey has become more complex and therefore bids should be based on general user behavior.
  • If you don’t bid efficiently, you could miss valuable conversions.
  • The appropriate bid can often be a static target that’s challenging to reach.
  • User intent and likelihood to complete valuable actions for your business don’t vary based on location, time, or device.

What are two main benefits of using Search Audience solutions? (Choose two.)

  • Making the right bids when certain groups of people are searching for your product or services
  • Identifying the most effective ad schedules to get the best results from your budget
  • Reaching different audience segments with unique messaging that is highly relevant to them
  • Reviewing missed opportunities with regards to ad extensions and ad variations
  • Getting detailed insights into which bid strategies can work best for your search network campaigns

Using the Performance Planner on a monthly basis allows you to optimize which two aspects of an account? (Choose two.)

Select All Correct Responses

  • Bids
  • Ads
  • Keywords
  • Budgets
  • Ad extensions

Explanation:

Performance Planner is a valuable tool that provides forecasts and lets you optimize your advertising budget. This tool is powered by machine learning and analyzes billions of signals weekly. It’s all about your budget optimization, not ad format or targeting.

Mario owns a store that sells skateboard equipment. Mario understands that people are most likely to notice his headline text in a text ad.

What should Mario include in his headline?

  • A phone number where customers can contact him
  • At least one of his keywords
  • The physical address of his store
  • Messaging that includes “Click Here!”

What is one way that Performance Planner helps businesses increase sales?

  • By maximizing the number of conversions for a spend scenario
  • By choosing ad types that your target demographic finds most appealing
  • By providing a discount on all ads after purchasing a license
  • By relying on customer feedback for optimal ad placement

Alex has started a Google Search campaign designed to promote his online motorcycle accessories store. His store focuses on custom helmets.

How might Google Search Ads provide value to Alex?

  • By showing his ad to people searching for related information about helmets.
  • By displaying Alex’s ad on a website that reviews motorcycle helmets.
  • By linking to Alex’s ad from related social-media groups.
  • By including his ad on similar motorcycle accessory store websites.

Lisa sells kitchen furniture through her website. While her sales are stable, she’s concerned that they’re not keeping pace with those of other online furniture stores.

How can a Google Search campaign benefit Lisa’s business?

  • Her business will have a competitive presence with similar businesses during searches.
  • Her business will have a higher ranking in organic search results.
  • Potential customers will be automatically directed to her business website.
  • Ads for her business will appear across a variety of digital and traditional media.

Ad extensions assist in providing users with which two things they want from their search experience? (Choose two.)

Select All Correct Responses

  • Product and service comparisons
  • Attractive imagery
  • Information based on their moment
  • Relevant information
  • News items related to their search

Asam is learning about Google Ads Search. He wants to know why a marketer might use callout extensions.

For which activity are callout extensions beneficial?

  • Give potential customers the ability to contact a business via a text message
  • Highlight key information and unique selling points of a business
  • Allow users to navigate to specific pages directly from an ad
  • Provide potential customers with the ability to call a business directly from an ad

Which Dynamic Search Ads option allows an advertiser to group web pages under custom labels?

  • Categories
  • URL filtering
  • Page feeds
  • Landing pages

Mary has been familiarizing herself with the different ad components of a text ad.

Match the following text ad component descriptions with the components they describe.

  1. Takes users to a specific page of a website
  2. Users often will often notice this first
  3. Gives users an idea of where they’ll go if they click the ad
  4. Allows advertisers to provide details about their product or service
  • Headline (2)
  • Display URL (3)
  • Final URL (1)
  • Description (4)

When creating an ad, how does Greg know what it will look like to his potential customers?

  • Greg must type in the specific keywords he’s targeting once his ad has been approved, then view it in a browser.
  • Google provides examples of desktop ads using the keywords selected in the campaign to create a generic preview.
  • Greg can see previews of all his ads by logging into his Google My Business account and choosing the Preview tab.
  • As he types in his URL, headline, and description, a preview of the mobile and desktop versions of his ad will appear.

Match each ad extension with the benefit it brings to a user’s ad experience.

1 Structured snippet extensions
2 Call extensions
3 Callout extensions
4 Sitelink extensions

Allowing mobile users to directly call a business (2)
Directing users to specific pages of a website (4)
Highlighting value-adding attributesofthebusiness, products,or services to users (3)
Describing features of a specific product or range of products or services offered by the business before users click on the ad (1)

Charlie is working to improve the quality score of a Google Search ad by improving his expected click-through rate (eCTR).

Which of the following actions might improve Charlie’s eCTR?

  • Improving the speed of his website
  • Cloning the ad multiple times
  • Decreasing the bid for the ad
  • Including keywords in his ad text

What is a valid recommendation that the Performance Planner can provide?

  • Set a specific target CPA (cost-per-acquisition)
  • Create alternative versions of best performing ad variations
  • Apply specific bid adjustments to device and location targeting
  • Add a themed group of negative keywords

Jim has created a Google Search ad with a bid of $5. Two other advertisers in an auction have bids of $2.50 and $2.

How much would Jim pay for the first spot in the auction?

  • $2.50
  • $4.50
  • $5
  • $2.51

Explanation:

You pay for your ad click not the maximum bid you set. But a minimum required to win an auction within your bid limits. In this case, you’ll be charged 2.51 USD because it’s a minimum required amount to win the auction. And it’s below your maximum bid of 5. USD.

Ingrid wants to acquire a lot of exposure for a new product line that she’s launching. She understands that she can reach a significant portion of people on the internet with the help of a Display campaign.

In what way will a Display campaign achieve Ingrid’s marketing goal?

  • Her ads will appear above and below search results when people search for related keywords.
  • A video summary of her product line will be automatically generated by the system and placed on YouTube.
  • Her business will be highlighted on Google Maps, with the option for customers to see her product line there.
  • Her ads will serve on website content related to her business or her customers’ interests, based on her targeting decisions.

Explanation:

Display Ads allows you to reach audience beyond Google Search. Google Display Network consist of millions websites where your ads can be shown. Display Ads campaigns are good option is you want to reach potential customers when they are browsing websites that are related to your product or services.

Barbara’s boss has asked her to use Google Ads to reach as many users searching as possible for terms around the services their business offers.

Which keyword match type would help Barbara reach the most search queries that potential clients are using?

  • Exact
  • Broad
  • Broad-match modifier
  • Phrase

Tim is looking to buy a new skateboard. He goes to Google Search to research and purchase the best skateboard he can find.

Organize the following steps in the logical order to describe how Tim’s interaction with Google Search Ads would occur from start to finish.

  1. Tim searches for “best skateboards”.
  2. Tim scans the search
  3. Tim launches a Google Search
  4. Tim browses different skateboards on the website he navigated
  5. Tim makes a purchase from the website he navigated to

Yuto Owns A Souvenir Shop In Tokyo. He Wants To Reach English Speaking Tourists In His City During Certain Hours Of The Day.

Which Three Areas Of His Search Campaign Does Yuto Need To Adjust To Achieve This Goal? (Choose Three.)

  • Ad scheduling
  • Network settings
  • Location targeting
  • Shared budgets
  • Language targeting

Brian manages his company’s Google Search Ads campaign. He regularly reviews the optimization score to make his Google Search campaign as effective as possible.

What’s Brian’s optimization score based upon?

  • Testing and reporting on the speed of Brian’s websites
  • Key aspects of his accounts, including statistics, settings, and industry trends
  • Judging ad popularity on social media
  • Comparing Brian’s sales with ad serving data

Clara is an advertising director who’s tasked with optimizing her company’s Google Search campaign.

How can Clara use the optimization score to benefit her campaign?

  • To judge the popularity of her website compared to others
  • To identify opportunities to improve campaign performance
  • To compare the efficacy of her ad text creative with that of other ads
  • To understand the network performance of her website

After running a Google Search Ads campaign for several months, Meredith notices sales of her advertised products are starting to lag. She checks her Google Ads Recommendations page and notices that her campaign’s optimization score is 22%.

What does this score tell Meredith about her Google Search Ads campaign?

  • The campaign’s budget needs to be raised by 22% to be fully optimized.
  • 22% of the revenue she allocates to her campaign is being used in the wrong areas.
  • The campaign could be improved by 78% if the listed recommendations are followed.
  • Her campaign is being outperformed by 78% of businesses like hers.

or

  • The campaign’s budget needs a 22% raise to be fully optimized.
  • 22% of the revenue she allocates to her campaign is being used in the wrong areas.
  • The campaign score has 78% headroom to improve.
  • Her campaign is being outperformed by 78% of businesses like hers.

As a digital strategist, Jared wants to add something extra to his ads to give users more incentive to click and convert. He’s considering using the two optional field paths in the URL component of the ad, but needs to be certain his messaging will fit.

How many total characters can he use in each of these optional paths?

  • Up to 15 characters in each
  • Unlimited number of characters in each
  • Up to 10 characters in each
  • Up to 10 characters in one and 5 in another, for a total of 15

As an advertiser, creating your first text ad in Google Ads is a simple five-step process.

Arrange the five steps in order, with the first step on top.

  1. First step: Sign in to the Google Ads account where you wish to make the text ad.
  2. Second Step: In the page menu on the left of the screen, select Ads & Extensions.
  3. Third Step: Choose the + button, and then select Text Ad from the available options.
  4. Fourth Step: Enter the headlines, URL, and description lines you wish to use.
  5. Fifth Step: Ensure the ad meets Google’s editorial guidelines, and press Save Ad.

Automated bidding does the heavy lifting for advertisers on Google Ads.

What does automated bidding use to set the right bid for every auction?

  • Ad extensions
  • Manual control
  • Seller ratings
  • Machine learning

Ben is currently managing a campaign that has a total investment of $7,000, generates 1,400 conversions, and has a CPA (cost-per-acquisition) of $5. Ben needs to sell excess inventory. To meet this goal, he’s willing to increase his CPA and campaign investment.

Which of the following plans, built in the Performance Planner, will assist Ben in achieving his marketing goal of selling excess inventory?

  • An investment of $9,600 to generate 1,600 conversions with a CPA of $6
  • An investment of $9,800 to generate 1,400 conversions and a CPA of $7
  • An investment of $9,100 to generate 1,300 conversions and a CPA of $7
  • An investment of $8,400 to generate 1,400 conversions and a CPA of $6

Bernadette’s in charge of marketing a new product in a highly competitive segment. She’s planning to launch a Google Search campaign as part of her overall strategy.

What value can be recognized by launching a Google Search campaign?

  • It will bring Bernadette’s website better page rank.
  • Ads from Bernadette’s campaign will appear in traditional media with related content.
  • Her business will have a competitive presence with similar businesses during searches.
  • Users will receive ads when physically near any of Bernadette’s storefronts.

Bob’s electronics company has quite a buzz around a new television they’re launching, called UltraView1000. This television is equipped with an accessibility feature that lets voice commands it. Bob decides to use broad match modifier in his Search Ads campaign with the keywords “television,” “accessible,” and “voice.”

Which benefit does broad match modifier give Bob’s Search Ads campaign?

  • Bob’s ad will appear if search terms contain at least one of the keywords or variations of those terms.
  • Bob’s ad will appear if search terms contain at least one of the keywords and words right before or after them.
  • Bob’s ad will appear if the search terms contain all three of the exact keywords.
  • Bob’s ad will appear if search terms contain at least all three of the keywords or variations of those terms.

Bob’s electronics company is launching a new television called UltraView1000. Bob decides to use broad match in his Search Ads campaign with the keyword “television.”

How will broad match benefit Bob’s campaign?

  • Bob’s ad will appear if the search terms only contain his brand of television, UtraView1000.
  • Bob’s ad will appear if search terms contain some variation of his keyword, such as “TV.”
  • Bob’s ad will only appear if the search terms contain the exact keyword, “television.”
  • Bob’s ad will only appear if the search term is exactly “television” with additional words before and after.

Carlton runs an adventure excursion company in South America. He’d like to increase the number of people booking his tours.

Which activity will lead potential customers to Carlton’s company through Google Search ads?

  • Watching an online video about South America.
  • Researching South American holiday destinations online.
  • Looking up passport rules for South America.
  • Browsing an adventure activities website.

Carrie owns a gardening store and uses a website to promote all the products she sells. A user saw a Google Search ad for one of her products.

What might the user have been doing?

  • Watching a YouTube video on rose cultivation.
  • Searching for related gardening information.
  • Browsing Carrie’s store website.
  • Reading an e-mail from Carrie’s business.

Francine is advertising her company’s newest video-editing software and related products. She knows that best practice is to create 3–5 ads in each of her Search Ad groups.

Why does Google make this recommendation?

  • More ads in an ad group means they receive a higher-quality score.
  • More ads in an ad group increases the chances of showing more than one ad per auction.
  • More ads in an ad group means lower bounce rates for landing pages.
  • More ads in an ad group means more options for success in an auction.

Francis wants to increase his Google Ads skills and optimize results for his clients.

What two best practices should Francis adopt? (Choose two.)

  • Include three to five ads, and at least three extensions in each ad group.
  • Set a keyword bid of at least $10 for each active ad group.
  • Implement one ad per ad group keyword, to a maximum of 100 ads.
  • Choose a minimum 100 keywords of all match types to capture traffic.
  • Optimize the campaign’s ad rotation for clicks or conversion actions.

Gina wants to be able to try out multiple combinations of headlines and descriptions in order to optimize her results. Her marketing department suggests that she use responsive search ads.

What are two benefits Gina could derive from using responsive search ads? (Choose two.)

  • More relevance
  • Less click-fraud
  • Greater flexibility
  • Longer funnels
  • Lower eCTR

Ginger’s working on creating her first Google Search Ad. She wants to create an inviting and relevant ad, so potential customers will respond favorably.

To earn user clicks, Ginger should focus on creating an ad that _____. (Choose two.)

  • has a larger font size
  • includes a current promotion
  • is listed after search results
  • includes at least two different colors
  • has a relevant headline

  • Search, Display, Video, Print, and App
  • Search, Display, Video, Shopping, and App
  • Social, Video, App, Audio, and Shopping Ads
  • Search, Print, TV, Shopping, and App

What criteria are reviewed by Google Ads?

  • Goals and analytics.
  • Loading and site speed.
  • Content and formatting.
  • Length and extensions.

How does Google Ads provide control?

  • By giving advertisers control over the number of specific actions their spend will return
  • By giving advertisers control over which competitors they place ads in auctions against
  • By giving advertisers control over the next highest bid allowed in auctions they enter
  • By giving advertisers control over the maximum they spend per month.

How does automating your bid contribute to a successful Google Ads campaign?

  • Automated bidding’s algorithms integrate a minimum number of signals to evaluate user intent.
  • Automated bidding uses machine learning to algorithmically help you set the appropriate bid for each and every auction.
  • Cross-referencing data with context to establish intent and set the appropriate bid is a simple and direct task.
  • The customer journey has become more direct, so setting bids should be based on general user behavior.

How is using non-last-click attribution conversions useful for Performance Planner forecasts?

  • To find growth opportunities regarding device targeting
  • To allocate budgets that drive incremental conversions
  • To take advantage of seasonal trends throughout the year
  • To identify the most profitable location targeting

Ideally, what’s the minimum number of values you should aim for per header when using structured snippet extensions?

  • 3
  • 6
  • 4
  • 5

It is 10 a.m. and you are sitting in a train station in London, looking through your calendar on your tablet. You realize you forgot to book a boat ride for your trip to San Francisco to see Alcatraz prison.

Match each signal type with how it is demonstrated in this situation.

1 Time
2 Interest
3 Intent
4 Device
5 Location

I love historical sites and San Francisco. (2)
It is 10 a.m.(1)
I am using my tablet. (4)
I am sitting in a train station in London.(5)
I need to book a boat ride. (3)

Jamie wants to focus on selling her overstocked blue saucepans. She sets up keywords using a broad-match modifier.

What are two ways the broad-match modifier makes Jamie’s work easier? (Choose two.)

  • She doesn’t have to think of all the related saucepan keywords.
  • She can explicitly choose keywords to ignore.
  • Her ad will only show for “blue saucepans.”
  • She can easily select the color she wants to focus on.
  • She can choose the exact searches her keywords will match.

Jasmine is the director of marketing for a chain of clothing stores. She has been given a set budget and needs to drive as many potential customers to her website as possible.

Which automated bidding strategy should she use in her campaign?

  • Target impression share
  • Maximize conversions
  • Target return on ad spend (Target ROAS)
  • Maximize clicks

Jennifer’s company wants to increase online sales of a featured product by connecting with users who are actively researching similar products.

What benefit would a Google Search campaign provide Jennifer?

  • Her materials will display at the top in organic search results.
  • Her ads are likely to appear when a user is visiting a competitor’s website.
  • Her ads may appear when a user is likely to be interested in her product.
  • She can instantly have a social media presence with ads.

Jennifer’s looking to limit the number of people who see her Google Search Ad for an all-inclusive vacation to Paris. She doesn’t want to match with people looking for anything else — just “all-inclusive vacation Paris.” So she limits who sees her ad using exact match type.

Which search terms might match with Jennifer’s ad?

  • Best all-inclusive vacation
  • All-inclusive family Paris vacation
  • All-inclusive vacation
  • All-inclusive Paris holiday

Jerry’s managing a Google Search campaign and would like to improve the position in which his ads appear. He’s increased his bids, but his ad still isn’t showing at the top of Search results.

What else might he do to improve his Ad Rank?

  • Remove ad extensions.
  • Create a helpful, relevant landing page for the ad.
  • Reduce the number of words in the ad.
  • Control user signals and attributes.

Jimmy sells televisions on his website. He notices he’s getting traffic from searches for a brand he doesn’t carry, and sets up a negative keyword for that brand.

How does the negative keyword help Jimmy’s advertising campaign?

  • Jimmy’s ads will appear at a lower rate when users search for the television brand.
  • Common misspellings and synonyms of his keywords will still allow his ads to be shown.
  • His ads won’t be shown to users searching for the uncarried brand.
  • Ads for Jimmy’s business will be shown to the widest possible audience.

John’s Plumbing prides itself on excellent customer service, especially during after-hours service calls. They want to connect with people who need emergency plumbing services in the middle of the night.

Which criteria should John’s Plumbing configure to meet this goal?

  • Networks
  • Devices
  • Ad extensions
  • Ad scheduling

Laverne created her first Google Search campaign for her yoga school. She selects the Google Search Network and by default, Google Search partners.

Which benefit will she gain by appearing on Google Search partners?

  • Increases the geographic distribution of her ad.
  • Extends her reach to additional sites.
  • Allows her to reach to all device types.
  • Enables her to partner with other similar businesses.

Marco owns a company that installs smart-home accessories. His employees recently completed specialized training on installing specific units for garage doors. He wants to capitalize on his employees’ new skills.

How could a Google Search campaign benefit his business?

  • His ad may appear when people research similar installation options.
  • His ads will be shown at random, thereby generating new cold leads.
  • His ads will be displayed on related industry websites.
  • His website will appear higher in organic ranking.

Maria has been told that she should use the Performance Planner on a monthly basis.

Why should she do so?

  • To check for status issues
  • To review new keyword opportunities
  • To react to ever-changing external factors
  • To analyze demographic performance

Mario is working on a text ad that will run on the Google Search Network. He filled in each component with the necessary information.

What component asked Mario to highlight unique details about his product and limited the number of characters he could use to two fields of 90 characters?

  • The headline component
  • The URL component
  • The banner component
  • The description component

Marta has a tight marketing budget and needs to use a strategy that can drive customers to her website for a set cost. Which bidding strategy has the potential to meet Marta’s needs?

  • Target return on ad spend (Target ROAS)
  • Target cost-per-acquisition (tCPA)
  • Target impression share
  • Maximize clicks

Marta’s online store sells accessories for a widely used smartphone, and her current customer base shares a number of relevant characteristics. She believes she’ll have her best return on investment by narrowing her Google Search campaign audience.

Which two Google Search campaign settings can be configured to reach more specific customers? (Choose two.)

  • Budget type
  • Web browser
  • Device type
  • Location
  • Budget

Mary is tasked with designing an advertising campaign for her company’s an online pet food store and app, and is exploring different campaign options.

Which campaign types are available to her in Google Ads?

  • Search, Display, Video, App, and Access
  • Search, Display, TV, Shopping, and App
  • Social, Display, Video, Shopping, and App
  • Search, Display, Video, Shopping, and App

Mary wants to run a text ad on the Google Search Network. She’s new to text ads and needs to start with the basics.

What are the three components of a text ad on the Google Search Network that Mary will need to know?

  • Tagline, AMP, Characters
  • Headline, URL, Description
  • Beacon, Tag, Conversion
  • Headline, Descriptor, Image

Match these Search Audience solutions with the benefits they can bring to your campaigns.

1 Remarketing Lists for Search Ads

2 Detailed Demographics

3 In-Market Audiences

4 Customer Match

Toreachpeoplebasedonthelikelihoodoftheirmarital status,education,parenting stage, and homeownership (2)

To upload your own data into Google Ads and reach custom segments acrossdevices (4)

Todriveconsiderationamongpeoplewhoareactively researching theproductsor services you offer(3)

To helpreachpeoplewho haveengagedwithyourwebsiteorYouTubechannelin the past(1)

Molly wants to clear her remaining stock in preparation for ordering a new line of products to sell. As a result, she’s willing to increase her CPA (cost-per-acquisition) and investment, as long as it means generating more sales.

Her current campaign has a total investment of $25,500, generates 1,500 conversions, and has a CPA of $17. Which plan, built in the Performance Planner, will help Molly with her marketing goal to generate more sales?

  • An investment of $40,000 to generate 2,000 conversions and a CPA of $20
  • An investment of $30,000 to generate 1,500 conversions and a CPA of $20
  • An investment of $28,000 to generate 1,400 conversions and a CPA of $20
  • An investment of $21,000 to generate 1,400 conversions and a CPA of $15

Organize these steps in the correct order to set up an effective Customer Match strategy. (The first step should be on top.)

  1. Segment a customer list, based on a desired marketing action.
  2. Upload the list to Google Ads.
  3. Translate the listinto an audience list and make it available for targeting.
  4. Customize your creativeswithspecial offers or incentives that arespecific to this audience.

Peggy owns a house cleaning service. She built a booking website and is ready to promote her services online. She wants her ads to reach people actively looking for businesses similar to hers.

Which Google Ads campaign should Peggy use to make sure potential customers consider her services and take action by booking house cleanings?

  • Shopping
  • Display
  • Search
  • Video

Pete is the marketing director for an electric car company. He recently chose “leads” as his Google Search campaign marketing goal.

What did he hope to achieve by selecting “leads” as his goal?

  • Encourage customers to purchase electric cars.
  • Have more people view his website.
  • Promote videos that speak to the business mission.
  • Increase e-mail list sign-ups from potential customers.

Priya only has $500 a month to spend on her campaign, but she needs to drive as many potential customers as possible to her website.

Which type of automated bidding strategy would be best for Priya’s campaign?

  • Enhanced cost-per-click (eCPC)
  • Target impression share
  • Maximize clicks
  • Target return on ad spend (Target ROAS)

Rashid wants to raise awareness of his brand and build campaigns focused on branded terms. He doesn’t have much time to devote to daily bid management, so he decides to use automated bidding to lighten his workload.

What automated bidding strategy should Rashid consider using?

  • Maximize conversions
  • Target impression share
  • Target return on ad spend (tROAS)
  • Enhanced cost-per-click (eCPC)

Rebecca is a marketing executive at an airline company. She has been asked to plan her company’s online advertising budget on a monthly basis. She’s chosen Google Ads’ Performance Planner to help accomplish this task.

What are two advantages Performance Planner offers Rebecca? (Choose two.)

Select All Correct Responses

  • Performance Planner is free to use with any merchant-hosted storefront.
  • Performance Planner forecasting is powered by billions of Google searches conducted each week.
  • Performance Planner leverages machine learning for forecasting.
  • Performance Planner will help her identify funds from other operational budgets to allocate to marketing.
  • Performance Planner integrates with other budgeting software, such as QuickBooks.

Reggie manages the online marketing campaigns for a vitamin and supplement store. He launched a Google Search campaign and chose website traffic as his campaign marketing goal.

Which outcome is Reggie expecting from the campaign?

  • More followers on the store’s social media presence.
  • Getting more customers to learn about his products.
  • More online sales through Reggie’s online store.
  • E-mail sign-ups from people interested in a healthy lifestyle.

Rina notices that her ad’s average cost per click (CPC) is significantly higher than the industry benchmark. But she’s not seeing improvements in her ad’s position.

What can she do to potentially get a higher ad position?

  • Match the bid to an industry benchmark.
  • Improve the ad’s quality score.
  • Decrease the number of ad groups.
  • Increase the number of ad groups.

Samira recently opened an online potted plant store and needs to promote it. She has chosen Google Ads because it offers advertisers different campaign types that determine where ads will appear and in what format they will display when viewed.

What Google campaign type will help her reach her most valuable audiences?

  • Shopping campaigns, which promote her products by giving consumers detailed information about what she is selling before they click her ad.
  • Social Media campaigns, which showcase her products to users while they browse their favorite social media platforms.
  • Television campaigns, which promote her products directly to consumers while they are watching their favorite network and cable TV programs.
  • App campaigns, which can increase engagement, app installs, and even in-app actions, such as ordering her products.

Sandy, an expert on Search marketing, knows she should use extensions effectively in order to optimize her Google Ads campaign results.

What’s Google’s recommendation about extensions?

  • Use no more than two extensions per campaign or ad group.
  • Use at least five extensions and add only to ad groups.
  • Use ad extensions only when advertising the service industry.
  • Use at least three extensions in each campaign or ad group.

Sarah’s Autos sells multiple automobile brands, showcasing used, pre-owned, and new vehicles. The company’s advertising manager decides to configure a broad matching type for the keyword “automobile,” in order to reach a broader group of potential visitors.

Which two user searches may generate the advertising manager’s ad? (Choose two.)

  • Car
  • Travel
  • Road
  • Bicycle
  • Automobile

Singh’s marketing company has created an enticing ad that receives many clicks.

What effect will the ad likely have on the Google Ads auction?

  • The quality of the ad will ensure the ad’s cost-per-click will be reduced by at least 40%.
  • The higher expected click-through rate will lead to a higher Ad Rank.
  • The ad will lead to a higher cost-per-click for the advertiser.
  • The advertiser will receive more bids in the auction.

Siona needs to make sure her ads are getting a minimum number of impressions on the top of the page.

What type of automated bidding strategy is Siona using?

  • Maximize clicks
  • Target impression share
  • Target return on ad spend (tROAS)
  • Target cost-per-acquisition (tCPA)

Steven is an advertising executive at a large auto parts company. He uses his Google Ads Recommendations page to help him with strategies to optimize his Google Search Ads campaigns.

One reason Steven values the optimization score is because it makes it possible for him to do what?

  • Receive daily updates on average position
  • Receive tailor-made auction insights
  • Easily prioritize across the different optimization opportunities
  • Receive information on general trends

or

  • Apply recommendations across multiple layers of his advertising strategy
  • Stay focused on certain keywords
  • Make use of the expanded daily update frequency
  • Receive information on general trends

Tara is using Search Audiences to reach her most valuable customers.

Which direct benefit might she obtain by using Search Audience?

  • Learning granular insights regarding her search network performance
  • Receiving automatically-generated keyword and ad content suggestions
  • Delivering a customized message to the right user at the correct bid
  • Getting suggestions on the best automated bid strategies for her campaigns

Theo is looking to improve his Google Search Ads campaign. On his Google Ads Recommendations page, he notices that his Google Search campaign has an optimization score of 75%.

What does this mean?

  • The campaign is performing 25% under budget.
  • The campaign score has 75% headroom to improve.
  • The campaign score has 25% headroom to improve.
  • The campaign is performing better than 75% of all search campaigns.

or

  • The campaign is performing 25% under budget.
  • The campaign needs a 75% improvement to be fully optimized.
  • The campaign is performing better than 75% of all search campaigns.
  • The campaign could improve up to 25% by following the listed recommendations.

Tomacz wants to use a Google Search Ads campaign to capture the attention of customers searching for camping equipment online.

What’s a key benefit of a well-managed Google Search Ads campaign?

  • Displayed ads are relevant to a potential customer’s Google search.
  • Potential customers can search the ads for specific products.
  • Ads appear intermixed with organic search results.
  • Ads send follow-up information to the potential customer.

Trevor owns a manufacturing business that makes specialized hiking and rock-climbing gear. He’s a small player in the market, but he’s ready to scale up his business.

Which Google Ads campaign type should Trevor use to increase his brand’s exposure and reach audiences interested in hiking and rock climbing across the web?

  • Display
  • Search
  • Shopping
  • Video

Trina is using automated bidding as part of her Google Ads Search bidding strategy. Why might she prefer automated bidding?

  • Location targeting is not decided by machine learning.
  • Machine learning will choose an ad schedule for campaigns without her input.
  • Machine learning will choose the keywords used to serve her ads to users.
  • Machine learning helps her set the appropriate bid for each and every auction.

Wendy is setting up a Customer Match strategy to reach a list of prospective customers.

What must she provide?

  • A linked Google Analytics account
  • Conversion tracking
  • Customer relationship management data
  • A Google remarketing tag

What ad extension is only available as a full automated ad extension?

  • Message extension
  • App extension
  • Price extension
  • Seller ratings extension

What does layering an Affinity audience with a broad keyword targeting campaign help you do?

  • Reach people based on specific demographics such as marital and education status
  • Reach people who have been identified as being in the mindset to buy
  • Ensure your ads are only seen by people who have demonstrated a qualified interest in your service and/or product(s)
  • Find new customers that share the behaviors and characteristics of your marketing audience segments

What is a main benefit of using Search Audience solutions?

  • They can help send the right message to the right customer with the right bid.
  • They automatically generate new keyword and ad content suggestions.
  • They get detailed analytical insights about search network performance.
  • They identify ad extension opportunities to improve average click-through rates.

What Search Network text ad component provides up to three fields of 30 characters each?

  • The headline component
  • The website URL component
  • The conversion component
  • The description component

What two ad extension types can also be served as automated ad extensions? (Choose two.)

  • Location extension
  • Promotion extension
  • Call extension
  • Sitelink extension
  • Callout extension

What’s an accurate description of callout extensions?

  • Extends ads with a phone number, allowing mobile users to directly call a business.
  • A mobile-only format that enables users to contact a business via text messages.
  • Additional links that direct users to specific pages of a website.
  • Short, specific snippets of text that highlight value-adding attributes.

What’s the maximum number of ad extensions that can show for a particular query or device at any given time?

  • 2
  • 3
  • 1
  • 4

When creating a text ad for the Search Network, advertisers will need to include three distinct components. These include the headline and the URL.

What else must the advertiser include?

  • The landing page
  • The site tag
  • The analytics
  • The description

When running Remarketing Lists for Search Ads campaigns, some audience lists have higher potential to convert leads than others.

Order the audience lists from highest to lowest potential. (The highest potential should be on top.)

1. Reached the checkout page but did not complete the purchase.

2. Added an item to the shopping basket but then abandoned it.

3. Visited the website in the past 7 days but did not convert.

4. Visited the website in the past 28 days but did not convert.

When should you use Remarketing Lists for Search Ads?

  • To identify loyal customers and expand the reach to those that resemble your customers
  • To reach out to new customers that share the behaviors and characteristics of your remarketing audience segments
  • To reach people, based on advanced demographic criteria
  • To reach people who have already engaged with your website in the past

When Visibility Is The Campaign Goal, Which Bidding Strategy Should An Advertiser Choose?

  • Enhanced cost-per-click (eCPC)
  • Maximize Conversions
  • Target impression share
  • Maximize clicks

Which is required for an ad to be served to a user?

  • The keywords must be relevant to the search term.
  • The search terms must be unique to a company.
  • The keywords must be unique to only one campaign.
  • The keywords must be listed in all ad groups for a company.

Which Search Audience solution would assist you in finding new customers that share the behaviors and characteristics of your remarketing audience segments?

  • In-Market Audiences
  • Affinity Audiences
  • Customer Match
  • Similar Audiences for Search

Which user data can be uploaded when creating a Customer Match strategy? (Choose two.)

  • Employment status
  • Highest level of education
  • Age
  • E-mail address
  • Mailing address

Why should your business use Performance Planner?

  • It validates budgets against other vendors in the same market.
  • It is the only ad budgeting software on the market.
  • It makes recommendations that are validated using machine learning.
  • It helps businesses determine a go-to-market strategy.

With Similar Audiences, which Google product is included when finding new people with similar profiles?

  • Messages
  • YouTube
  • Google Drive
  • Gmail

Yan is working on a Remarketing List for Search Ads campaign.

Which user could be added to a valid Remarketing audience list to ensure optimal results?

  • Someone who has heard of his company’s business but never visited the company’s website
  • Someone who has added items to a shopping basket on his company’s website but then abandoned it
  • Someone who has seen his company’s ads but never clicked on them
  • Someone who has visited numerous similar websites

Yan wants to attract customers specifically searching on Google for Time-B-Gone, his company’s unique office-support product. His marketing consultant suggests using Dynamic Search Ads, and knows Yan will need to start with a simple approach.

For vendors like Yan, what’s the simplest method for using Dynamic Search Ads?

  • Landing pages from standard ad groups
  • Page feeds
  • URL filtering
  • Categories from dynamic search engines

You can leverage Google Ads’ automated bidding strategy to help get the most from your advertising budget.

What are two benefits of using automated bidding? (Choose two.)

  • Manual control
  • Machine learning
  • Bidding suggestions
  • Sitelink extensions
  • Auction-time bidding

You want to increase the relevance of a Google Search Ad so it’s more meaningful to potential customers and provides value-added information to their searches.

What two actions might improve the relevance of your ad? (Choose two.)

  • Changing the ad’s call-to-action statement.
  • Posting transparency statements on the website.
  • Selecting only relevant languages in campaign setup.
  • Selecting distinct geographic areas.
  • Rewriting the landing page for clarity.

An algorithm that looks across key aspects of your accounts calculates your Google Search Ads optimization score. This score helps give you recommendations on how to optimize your Search Ads campaigns.

What are two of the data sources that are used to calculate optimization recommendations? (Choose two.)

Select All Correct Responses

  • User generated scenarios
  • Campaign settings
  • Company sales figures
  • Account executives
  • Industry data

You’re trying to improve an ad’s perceived quality so it performs better during an ad auction.

What change would have the least-positive impact to an ad’s quality?

  • Creating ads that pertain to the keywords.
  • Raising the bid amount.
  • Creating ads likely to get clicks.
  • Having a clear and simple landing page.

You’re working on a Google Search Ad that’s not performing as expected. You specifically want more users to click on the ad.

What action might improve the click-through rate on your ad?

  • Increasing the trustworthiness of the website.
  • Modifying the ad’s landing page to load faster.
  • Changing the call-to-action message of the ad.
  • Reducing the bid rate on the ad.

Knowledge Check Assessment (21 questions)

Optimization Score is made up of over 50 recommendations to optimize Search campaigns.

  • True
  • False

Which of the following factors wouldn’t change an account’s optimization score?

  • Changes in auction dynamics
  • Changes in tracked conversions
  • Renaming campaigns
  • Shifts in spend mix

How does Google Ads generate responsive search ads?

  • Google Ads creates them based on existing ad copy, landing pages, and extensions
  • Google Ads creates them based on existing high performing ad copy
  • Google Ads mixes and matches headlines and description lines that have been provided
  • Google Ads mixes and matches headlines and URLs that have been provided

Explanation:

If you’re looking for a way to improve your Google Ads campaign performance, responsive search ads may be the answer. With responsive search ads, you can create an ad that adapts to show more relevant text to potential customers. Enter multiple headlines and descriptions when creating a responsive search ad, and Google Ads will automatically test different combinations and learn which ones perform best. By adapting your ad’s content to more closely match potential customers’ search terms, responsive search ads can help improve your campaign’s performance. So if you’re trying to get more out of your Google Ads campaigns, give responsive search ads a try.

How many ads should be implemented per ad group?

  • One or two
  • Only one
  • Three to five
  • Two to three

Explanation:

When you have multiple ads in your ad group, Google will rotate them and will show the-best performing one. This allows you to optimize your ads over time and achieve better performance. A general Google Ads recommendation is having 3-5 different ads within one ad group. Needless to say that your ad groups should be divided by a specific topic. Well structuring your ad campaigns is a key to success.

Which are the three required parts of a text ad?

  • Description, path fields, and headline
  • Description, path fields, and URL
  • Headline, description, and path fields
  • Headline, description, and URL

Arrange the items below in order of hierarchy, beginning with the top level.

  • 1 – Account
  • 2 – Campaign
  • 3 – Ad group
  • 4 – Ad

What is the key value proposition of Google Search campaigns?

  • Appear as a text ad, a video ad, or a banner ad on one of Google’s partner sites
  • Influence organic results
  • Reach people on Google.com that might be interested in your brand, regardless of what they’re searching for
  • Show your ads when a customer is searching for your product or service

Explanation:

As a marketer, you should focus to reach the right audience at the right moment. With Search ads you can engage with people at the moments when they are actively searching for services or products similar to yours.

Which part of a Search ad isn’t automatically generated by Dynamic Search Ads?

  • All of these are automatically generated
  • Description line
  • Destination URL
  • Headline

Explanation:

Dynamic search ads can be a helpful tool for businesses that are looking to improve their click-through rate and drive more traffic to their site. By targeting relevant searches and generating headlines that are based on the user’s search query, dynamic search ads can help to ensure that your ad is more likely to be seen and clicked on by potential customers. In addition, because the headline is dynamically generated, creating an ad is much easier than it would be if you had to write a custom headline for each ad. As a result, dynamic search ads can be an effective way to reach more potential customers and drive more traffic to your site.

Which two people might see an ad with the keyword +black +shirt (set as broad match modifier)?

Select All Correct Responses

  • Someone searching for the term I want to buy a black shirt
  • Someone searching for the term black button shirt
  • Someone searching for the term shirt
  • Someone searching for the term shirt brown

Advertising with Google Ads starts with creating campaigns based on your business objectives.

Which campaign type would you pick for each of the following scenarios?

  •  1 – These ads show up next to Google search results and on other Google partner sites, like YouTube, when people search for products or services you offer
  •  2 – These ads drive engagement, app installs, and in-app purchases. They appear across the Google Search and Display Networks, as well as on Google Play and YouTube
  •  3 – These ads promote your products by giving users detailed information about what you’re selling. They appear on Google Shopping and next to search results
  •  4 – These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network
  • Shopping (3)
  • Search (1)
  • Video (4)
  • Universal App (2)

How can Google Ads help you advance your business goals?

Select All Correct Responses

  • By building awareness of your brand
  • By driving online, in-app, in-person, and over-the-phone sales
  • By influencing consideration of your products and services
  • All of the above

Match each autobidding strategy to the right campaign goal.

  • Conversions – Target CPA.
  • Traffic – Maximize clicks.
  • Visibility – Target Outranking Share.
  • Revenue – Target ROAS.

Which of the following is a core benefit of Google Ads automated bidding?

  • User ID-based bidding
  • Impression share-based bidding
  • Daily budget pacing
  • Auction-time bidding

Match the marketing goal to the correct ad extension

  • 1 – You’re focused on driving phone calls to your business
  • 2 – You operate many retail stores and want potential customers to see the distance from their location to your stores
  • 3 –  You’re interested in directing people to specific pages on your website
  • 4 – You want to describe the features of a specific product your business offers before customers click on the ad
  • Sitelink extension (3)
  • Structured snippets (4)
  • Location extension (2)
  • Call extension (1)

Which ad extensions can serve automatically?

  • Message, callout, and structured snippets
  • Promotion, callout, and sitelink extensions
  • Sitelink, callout, and structured snippets
  • Sitelink, location, and call extensions

Explanation:

Automated extensions will show based on predictions of how they will improve performance. Google Ads will automatically create and display them below your ad. There several type of automated extensions. For example, seller ratings, callout extensions, structured snippets.

Why do search ad extensions matter?

  • The cost-per-click on ad extensions is lower than on a search ad headline
  • They guarantee higher engagement for advertisers
  • They increase ad quality and drive lower conversion costs
  • They increase engagement and influence ad quality

If an advertiser doesn’t want to add remarketing tags to a website, why would Customer Match be a good fit for them?

  • Customer Match allows you to reach people who have been to your website
  • Customer Match allows you to reach people who haven’t been to your website yet
  • Customer Match relies on your own data instead of a remarketing tag
  • It wouldn’t be a good fit. You have to tag your website to use Customer Match

Explanation:

Customer match audiences are based on first-party data you upload to Google. This allows you to re-engage with customers based on data points you already have. For example email addresses, mailing address or phone number.

True or false? Affinity Audiences allows advertisers to reach people who’re actively researching and intending to buy the products or services they offer.

  • True
  • False

Which of the following can be customized with audience signals to make Search campaigns more efficient?

  • Headline length
  • Keywords
  • Networks
  • All of the above

Explanation:

With audience targeting solutions you can reach people that are the most valuable to your business. Google Ads provide various audience targeting solutions. Affinity targeting, customer match, in-market audiences are just a few to mention. When working with audience targeting you can customize various aspects. Keywords are one of them.

What are the three main factors that determine ad quality?

  • Expected clickthrough rate, ad formats, and ad relevance
  • Expected clickthrough rate, landing page experience, and ad relevance
  • Expected clickthrough rate, max CPC bid, and landing page experience
  • Max CPC bid, landing page experience, and ad relevance

Explanation:

A Quality Score and an Ad Rank are 2 key concepts you should understand as a PPC marketer. Your ad quality score depends on your ad relevance, expected clickthrough rate, and landing page experience. Ad Rank will depend on your Quality Score and your bid.

Which attributes describe a good landing page experience?

Select All Correct Responses

  • Relevant and original content
  • Easy to navigate
  • Transparent about the client’s business
  • High amount of user traffic

Explanation:

A landing page is the webpage where people end up after they click on an ad. The URL of the landing page is usually the same as the final URL of the ad. The experience of the landing page is one of several factors that help determine a keyword’s Quality Score. The experience of a landing page is represented by things like how useful and relevant the information is on the page, how easy it is to navigate for users, how many links are on the page, and what kinds of expectations users have based on the clicked ad creative. A good landing page experience can help improve Quality Scores, while a bad one can lower them. Landing pages that provide a good experience for users are more likely to lead to conversions.


Published on: 2022-11-26
Updated on: 2023-01-09

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Isaac Adams-Hands

Isaac Adams-Hands is the SEO Director at SEO North, a company that provides Search Engine Optimization services. As an SEO Professional, Isaac has considerable expertise in On-page SEO, Off-page SEO, and Technical SEO, which gives him a leg up against the competition.