Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve?

Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve?

Your client wants to increase the number of people visiting his website. When analyzing the
data for his Search campaign, which metric do you most want to improve?

Question | Explanation | Answer

AdWords Fundamentals Certification

Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve? question

Explanation.

Different metrics available on AdWords will be less or more important depending on your goals and particular campaign.  

A clickthrough rate shows how often people who see your ad end up clicking it. It’s an important metric if you want to know how your ads are performing or if people find your ad appealing. If you want to improve the number of people visiting your site, the first metric to improve is CTR. The higher CTR, more people visit your site.  

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 10 clicks and 1000 impressions, then your CTR would be 10%.  CTR will depend on many aspects like targeting, industry, placements, keywords, network, ads etc.

Your client wants to increase the number of people visiting his website. When analyzing the data for his Search campaign, which metric do you most want to improve? answer

Correct Answer:

Clickthrough rate (CTR)

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What bidding strategy should Tracy, a pizzeria owner, use to get more people to call her business?

What bidding strategy should Tracy, a pizzeria owner, use to get more people to call her business?

What bidding strategy should Tracy, a pizzeria owner, use to get more people to call her business?

Question | Explanation | Answer

AdWords Fundamentals Certification

What bidding strategy should Tracy, a pizzeria owner, use to get more people to call her business? question

Explanation.

A bidding strategy you choose will depend on many factors, such as your business goals, product type, budget and so on. In this case, the primary goal of the advertiser is to get people to call her business. Keep in mind, that calls can also be considered as acquisitions. 

Target CPA is one of AdWords Smart Bidding strategies. It sets bids to help get as many conversions (calls in this particular situation) as possible at the target cost-per-acquisition (CPA) you set. Target CPA uses advanced machine learning to automatically optimize bids and offers. 

Keep in mind that you need historical conversion data to use this bidding strategy and place bids based on how much value you get from calls (conversions). Target CPA is available as either a standard strategy in a single campaign or as a portfolio strategy.  

What bidding strategy should Tracy, a pizzeria owner, use to get more people to call her business? answer

Correct Answer:

Cost-per-acquisition (CPA)

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Which ad extension would you use for an advertiser who has a chain of local restaurants?

Which ad extension would you use for an advertiser who has a chain of local restaurants?

Which ad extension would you use for an advertiser who has a chain of local restaurants?

Question | Explanation | Answer

AdWords Fundamentals Certification

Which ad extension would you use for an advertiser who has a chain of local restaurants? question

Explanation.

Why not all of them? Even it’s not indicated in question, let’s assume that a question is “what is the best” type of extensions for a local restaurants. Otherwise a question is too confusing. Keep in mind that Google recommends to “Use every extension relevant to your business”. 

Extensions expand your ad with additional information—giving people more reasons to choose your business. With location extenstions you can encourage people to visit your business by showing your location, a call button, and a link to your business details page—which can include your hours, photos of your business, and directions to get there. It’s with no doubts the great choice for various local buisinesses including restaurants.

You should choose extensions based on your goals.

Which ad extension would you use for an advertiser who has a chain of local restaurants? answer

Correct Answer:

Location extensions

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Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and:

Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and:

Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid
amount, components of Quality Score, and:

Question | Explanation | Answer

AdWords Fundamentals Certification

Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and: question

Explanation.

Ad Rank is a value that’s used to determine your ad position. or whether your ads will show at all. AdWords recalculates this value each time your ad is eligible to appear and competes in an auction.

AdWords calculates Ad Rank using your bid amount, your ad quality (including expected clickthrough rate, ad relevance, and landing page experience), the Ad Rank thresholds, the context of the person’s search, and the expected impact of extensions and other ad formats.

When estimating the expected impact of extensions and ad formats, AdWords considers the ad relevance, clickthrough rates, and the prominence of the extensions or formats on the search results page. As a result, you can still win a higher position at a lower price with highly relevant keywords and ads.

Every time your ad is eligible to show, AdWords calculates its Ad Rank using your bid amount, components of Quality Score, and: answer

Correct Answer:

the expected impact of extensions and other ad formats

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All other things being equal, if you’ve set a maximum cost–per–click (max. CPC) bid of USD $1 for your ads, and if the next most competitive bid is USD $0.50 for the same ad position, what is the actual amount you’d pay for that click?

All other things being equal, if you’ve set a maximum cost–per–click (max. CPC) bid of USD $1 for your ads, and if the next most competitive bid is USD $0.50 for the same ad position, what is the actual amount you’d pay for that click?

All other things being equal, if you’ve set a maximum cost–per–click (max. CPC) bid of USD $1 for your ads, and if the next most competitive bid is USD $0.50 for the same ad position, what is the actual amount you’d pay for that click?

Question | Explanation | Answer

AdWords Fundamentals Certification

All other things being equal, if you've set a maximum cost–per–click (max. CPC) bid of USD $1 for your ads, and if the next most competitive bid is USD $0.50 for the same ad position, what is the actual amount you'd pay for that click? question

Explanation.

Setting your bids it’s important to understand that your bid and actual cost-per-click you pay are two different things. Your actual cost-per-click (actual CPC) is the final amount you’re charged for a click. It’s usual lower and sometimes significantly lower than your bid.

With the AdWords auction, the most you’ll pay is what’s minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.   

In this case, the next highest bid is $0.50 for the same ad position. So, the minimum required amount to hold your ad position is $0.51. 

Note that sometimes depending on your bidding startegy (ECPC for example) the amount you are charged per click could be even higher than you max CPC bid.

All other things being equal, if you've set a maximum cost–per–click (max. CPC) bid of USD $1 for your ads, and if the next most competitive bid is USD $0.50 for the same ad position, what is the actual amount you'd pay for that click? answer

Correct Answer:

$0.51

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Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

Laura runs an online store with a large inventory of children’s toys and games. Which ad format would you use for Laura’s campaign to reach people interested in purchasing children’s games?

Question | Explanation | Answer

AdWords Fundamentals Certification

Laura runs an online store with a large inventory of children's toys and games. Which ad format would you use for Laura's campaign to reach people interested in purchasing children's games? question

Explanation.

There are no such thing as the best ad format for all advertisers. The ad format you choose will depend on your goals, product type, budget, and many other factors.

As a general rule, Shopping ads are the best for ecommerce websites selling physical products. Children’s games for example. But note, that this niche is very competitive, using placement targeted image ads could be also a good option. Of course, if you have “large inventory” as in given question, Shopping ads will be much easier to set up.   

If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads. 

Laura runs an online store with a large inventory of children's toys and games. Which ad format would you use for Laura's campaign to reach people interested in purchasing children's games? answer

Correct Answer:

Shopping ads

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