Google Academy - Exam Prep Final

o Informatii despre Examen
o De unde invat?
o Cum dau exmenul?
o Intrebari de examen

o Informatii despre Examen
o De unde invat?
o Cum dau exmen?
o Intrebari de examen

Google Online Academy
Informatii administrative
EXAM PREP > Informatii despe examen
WebDigital - Agentia ta Specializata in PPC Marketing
Examenul se da exclusiv online. Atentie la conexiunea la
internet!
Examenul dureaza 120 de minute. Atentie la bateria
laptopului!
Examenul nu poate fi pus pe pauza
Intrebarile pot avea un raspuns sau variante multiple de
raspuns

Informatii administrative
EXAM PREP > Informatii despe examen
Dupa ce ai inceput examenul nu mai poti folosi nicio
aplicatie pe calculator cat timp dureaza testul.
Pentru a promova examenul trebuie sa obtii un scor de
minim 85%
Daca pici examenul il poti da din nou dupa 7 zile

Programa Google Adwords
EXAM PREP > De unde invat?
https://support.google.com/adwords/ce
rtification/?hl=en

Bloguri internationale
Adwords.blogspot.com
Perrymarshall.com
Ppchero.com
Semgeek.com
Ppcblog.com
Searchengineland.com

Bloguri romanesti
Promovare-adwords.ro
Imunteanu.com
Cristianignat.ro
Smeu.ro
Seogan.ro
Blog.2parale.ro

Tutoriale Video
youtube.com/user/googlebusiness
youtube.com/user/googleanalytics
youtube.com/user/advertise
google.com/ads/experienced/webinars.html
ppchero.com/category/webinars/
wordstream.com/webinar

Carti?

Pasul 1.
EXAM PREP > Cum dau examenul?

Pasul 2.

Pasul 3.

Pasul 4.

Pasul 5.
Take the Exam!

Informatii Importante!
EXAM PREP
Deadline-ul pentru sustinerea examenului este 30 Iunie
(dupa aceasta data nu vom putea rezolva probleme cu
voucherele)
Nu uitati de cele doua concursuri - Best Adwords
Professional & Best Online Idea - cu premii in bani de cate
2500 EUR fiecare!
Pentru discutii suplimentare folositi grupul 'online-
marketing-academy-2012@googlegroups.com' sau trimiteti
mail la academy.ro.2012@gmail.com

EXAM PREP > Intrebari de examen

How often does the Adwords system run an auction to decide which
ads to show on the Google search page?
EXAM PREP
Every time a user enters a search query
Once every two hours for a given keyword
Once every 24 hours for a given keyword
Every time a new advertiser adds a keyword to an account

Quality Score on Google search is evaluated:
EXAM PREP
every 24 hours
every 48 hours
every time someone does a search that triggers your ad
None of the above

Which is a factor that Google uses to target ads to users based on
physical location?
EXAM PREP
Internet Protocol (IP) address
Operating system
Telephone number
Language preferences

If an advertiser has the same keyword in two different ad groups, the
one to win a given auction will be the keyword with the:
EXAM PREP
Highest Adrank
Highest maximum cost-per-click bid
Best Quality Score
Most historical data in the account

What is the quickest way to add a long list of locations to target in an
Adwords campaign?
EXAM PREP
Use the bulk link in the custom tab of location settings
Search for each location in the search tab of location settings
Add locations as keywords to the campaign
Enter a value in the „show my ads within” box

How should advertisers user their websites to help them structure
their accounts?
EXAM PREP
Organise keywords to cover each word represented on the website
Organise ad-groups and campaigns to reflect the layout of the website
Add the headings from the website as keywords across campaigns
Add the website’s URL as a keyword to each ad group

A user clicks an ad promotion a sale on trainers. Upon clicking, the user
is taken to a page that does not contain trainers, but rather discount
sunglasses. The user also encounters pop-ups while trying to navigate
the site. What should the advertiser do to improve the user’s
experience?
EXAM PREP
Edit the ad text to promote the sunglasses in addition to the trainers
Provide original content that cannot be found on another site
Link to the webpage that is relevant to the ad and remove the pop-ups
Ensure that the pop-ups relate to the user’s search

Ad-groups should be used to:
EXAM PREP
Manage your daily budget according to which keywords are a priority
Control the specific sites that your ad will be targeted to on the GDN
Organize your ads by a common theme, such as the types of products or
servicies you want to advertise
Control delivery of your ads so that they appear only to users in a
specific geographical location

In an Adwords account, which statistic is viewable for each ad group?
EXAM PREP
Percentage of impressions blocked by negative keywords
Average cost per click
Performance by IP address
Landing Page bounce rate

A user conducts a search on the term „laptop computers” and clicks an
ad. Which landing page would be the most relevant to that user?
EXAM PREP
A category page containing a variety of laptop computers
A product page for a desktop computer
An electronic store’s homepage
A category page containing both laptop and desktop computers

An advertiser who sells designer dresses is selecting a landing page to
pair with new ads for spring dresses. A good landing page for the
spring dress collection ads would display:
EXAM PREP
A page of the top-selling dresses for all seasons
A catalogue of all dresses available on the website
Several colours of spring dresses
Spring dresses, skirts, belts and shoes

To improve the performance of an ad group on the Search Network,
advertiser should create ad groups containing:
EXAM PREP
Manage your daily budget according to which keywords are a priority
Control the specific sites that your ad will be targeted to on the GDN
Organize your ads by a common theme, such as the types of products or
servicies you want to advertise
Control delivery of your ads so that they appear only to users in a
specific geographical location

To improve the performance of an ad group on the Search Network,
advertiser should create ad groups containing:
EXAM PREP
Managed placements and keywords
At least 50 keywords
Keywords that are also included in the ad text
Destination URLs set to the ad group level

What should advertisers reference to build the foundation of their
keywords lists?
EXAM PREP
Their own websites
Industry publications
Insights for search
Traffic Estimator

Grouping similar keywords together in an ad-group will:
EXAM PREP
Keep an advertiser’s average cost-per-click within a narrow
range
Allow an advertiser to create ads relevant to those keywords
Ensure that the ads and keywords in that ad-group are
approved
Allow an advertiser to use only broad match keywords

You can add a + modifier in front of broad match keywords to:
EXAM PREP
Specify that certain words must be included in someone’s search
term to trigger your ads
Only trigger ads when the Google+ social extension is available
Indicate that this keyword should be dynamically inserted into
your ad text
Overrides negative keywords with an explicit positive keyword

Match Types
EXAM PREP
 
[rochie] rochie rochie lunga
“rochie alba”
rochie alba lunga
rochie alba
pret rochie alba
pret rochie
rochie de seara alba
rochie
rochie alba lunga
rochie alba
haine
papetarie
imobiliare
+rochie +lunga
rochie de seara lunga
rochie lunga de zi
rochie de zi lunga
rochie scurta de zi
rochie scruta

An ad group contains the phrase-matched keyword „underwater
camera”. Which search query may trigger an ad in this ad group to
display?
EXAM PREP
Affordable underwater digital camera
Camera for use underwater
Underwater camera case
Water-proof camera

An advertiser who sells laptop computers only wants to reach
consumers who are ready to make an immediate purchase online.
When building the keyword list for an ad group, the advertiser should
include:
EXAM PREP
Phrase match keywords such as „laptop” or „computer”
Exact match keywords such as [rate], [review] or [compare]
Negative match keywords such as –review or –comparison
Negative match keywords such as –buy or –purchase

The keyword insertion code in an ad’s headline reads: „Buy
{KeyWord:Books}”. The related ad appeared when a user searched
„flower books” and the query expanded to a broad-matched keyword
in the account, „gardening books”. In this example, how would the ad’s
headline be displayed?
EXAM PREP
Buy Books
Buy keyword books
Buy flower books
Buy Gardening Books

Capitalisation - Dynamic Keyword Insertion (DKI)
EXAM PREP
keyword – nicio capitalizare, toate cuvintele sunt cu litera mica
Keyword – primul cuvant este capitalizat
KeyWord – prima litera a fiecarui cuvant este capitalizata
KEYword – fiecare litera a primului cuvant este capitalizata
KEYWord – fiecare litera a primului cuvant este capitalizata si prima litera a
celui de-al doilea
KEYWORD – toate literele sunt capitalizate

According to ad policies, which types of words, phrases or characters
cannot be included in an Adwords text ad?
EXAM PREP
Ads can’t use call to action phrases such as „click here” or
„see this site”
Ads can not contain words that are directly related to the
keywords that the ad is targeting
Ads can’t use exclamation points or question marks
All of the above

An advertiser who is selling computer monitors is writing new text ad
for an existing ad group. Which line of ad text is written according to
Google Adwords advertising policies?
EXAM PREP
20-70% off LCD monitors
Cheap, cheap, cheap monitors
BUY affordable LCDs
**Free** delivery on LCDs

In order to achieve the best performance possible from text ads, which
is a best practice that should be followed?
EXAM PREP
Include words like „find” and „search” in the ad text
Use at least five keywords from the ad-group directly in the
ad text
Use account statistics and reports to monitor ad
performance
Include no more than one ad text per ad-group

Someone using the Google Russian search domain (Google.ru) changes
the language to English on the „preferences” page. This user may see
ads targeted to:
EXAM PREP
Russian speakers in the Czech Republic
English speakers in the United States
Russian speakers in Germany
English speakers in Russia

An advertiser wants to increase the position of an ad on Google, but is
not willing to raise bids to accomplish this goal. What else should the
advertiser do in an attempt to increase AdRank?
EXAM PREP
Make changes to improve the Quality Score of the ad’s keywords
Change keyword match types from exact match to phrase match
Lower bids on keywords with high clickthrough rates
Review Impression Share report data to identify missed
opportunities

Cum are loc licitatia?
EXAM PREP
Intrarea in licitatie: in functie de AdRank
AdRank = Max CPC x Quality Score
Afisarea anunturilor: Calcul CPC Efectiv
CPC Efectiv = AdRank Competitor / Quality Scoreul Tau

Which best describes the relationship between maximum cost-per-
click bids and Adrank?
EXAM PREP
An increased CPC bid leads directly to a large increase in
Adrank
An increased CPC bid leads directly to a small increase in
Adrank
CPC bid is one factor that affects Adrank
CPC bid only affect Adrank on the Search Network

What is the definition of actual cost per click?
EXAM PREP
The CPC according to a price list, which is then updated daily
The least possible CPC that the advertiser needs to pay to
maintain an achieved position
The average CPC that an advertiser needs to pay in order to
achieve top position
The CPC that an advertiser was charged minus credits for overshot
daily budget

One factor that the Adwords system uses to calculate an ad’s actual
cost per click is the:
EXAM PREP
Actual cost per click of the ad displayed one position lower on the
page
Location targeting of the ad showing one position lower on the
page
Adrank of the ad showing one position lower on the page
Cost-per-thoousand impressions (CPM) of the ad showing one
position lower on the page

Automatic cost-per-click bidding attempts to get advertisers the most:
EXAM PREP
Impressions for their daily budget
Clicks for their daily budget
Conversions based on their conversion goals
Impressions in their preferred position range

Cost-per-thousand impressions (CPM) biddding is an effective bidding
option for advertisers who focus on:
EXAM PREP
Lead generation
Purchases
High click-through rate
Branding

An advertiser looking to drive conversions is using manual cost-per-
click bidding. Which factor should be most important for this advertiser
when keyword bids are decided?
EXAM PREP
The bids of the next closest competitor
The profit derived from a paid click
The cost of the bid
The Quality Score of the keyword

Which tool allows advertisers to test different combinations of website
content for the purpose of improving conversion rates?
EXAM PREP
Conversion tracking
Google Analytics
Conversion Optimiser
Website Optimiser

It is important to identify specific goals for an Adwords campaign, so
that the advertiser can then:
EXAM PREP
Bid separately for each ad variation based on its performance
Upload goals to the „Advertising goals” section in their account
Make strategic changes to the account to improve performance
Manually increase click-through rate to improve performance

An advertiser attempts to enable Conversion Optimiser but the feature
is not available in the account. Which is the most likely reason?
EXAM PREP
The advertiser’s campaign targets the Google Display Network
only
The advertiser’s daily budget is not set to the recommended
amount
The advertiser has fewer that 15 conversions in the last 30 days
The advertiser advertises a service rather than a product

An advertiser wants to allocate additional budget to advertising a new
product line. In order to accomplish this goal, the advertiser should
create:
EXAM PREP
A campaign with a separate daily budget specific to the product
line
Additional text ads that specifically feature the product line
An ad group specific to the product line with targeted ad text
An ad group specific to the product line with a higher daily budget

Jim’s restaurant is lauching a new campaign and would like greater
exposure on mobile devices to attract users on the go. How can this be
done?
EXAM PREP
Use the same bids across all devices
Enable a bid adjustment to bid less aggressively on mobile devices
Create a dedicated campaign for each mobile device targeted
Enable a bid adjustment to bid more aggressively on mobile
devices

A baker who uses Adwords to advertise costumised desserts prefers to
take orders over the phone. Which mobile ad feature would be most
effective for the baker’s campaign?
EXAM PREP
Location-targeted mobile click-to-call ads
Operator and location-targeted video ads
Placement and mobile-targeted video ads
Language and location-targeted image ads

Which can be specified at the campaign level?
EXAM PREP
Destination URLs
Billing preferences
Ad text
Network distribution

How could an advertiser determine the most profitable keywords
within a campaign?
EXAM PREP
Identify the keywords with the highest click through rates
Compare the costs accrued by each keyword with the conversion
data for that keyword
Compare the total clicks to total conversions for each keyword in
the account
Identify the keywords with the lowest „first page estimates”

You’re starting a new campaign with the goals of achieving positive ROI
and extending to all profitable traffic. How can the Adwords average
daily budget setting help when starting out?
EXAM PREP
It can help aim for a desired average position during testing
It can help limit your costs and exposure while profitability is
achieved
It can help limit exposure to only the geographical areas you
support
It can help direct traffic to different landing pages to discover
which performs best

Your agency has won four new clients. Three have the potential to
track conversions and may consider an unlimited budget if ROI is
positive. Which three?
EXAM PREP
Retail e-commerce selling luxury goods and tracking conversions
Network security company tracking free trials, some of which convert to
a purchase
Improv comedy group promoting a mysterious video with no immediate
ways to interact
Custom-branded merchandiser tracking inquiries, some of which convert
to a deal

You’re launching a new campaign selling stylish office furniture. You’d
like to grow it to maximize profit to all traffic available on your current
keywords. If only allowed one cycle, which order of steps below is
most likely to capture the most profit?
EXAM PREP
Achieve profitability → Test different bids to optimize profit → Gradually increase
Adwords daily budget to traffic available, maintaining profitability each step
Achieve profitability → Gradually increase Adwords daily budget to traffic
available, maintaining profitability each step → Test different bids to optimize
profit
Test different bids to optimize profit → Gradually increase Adwords daily budget
to traffic available, maintaining profitability each step → Achieve profitability
Test different bids to optimize profit → Achieve profitability → Gradually increase
Adwords daily budget to traffic available, maintaining profitability each step

Often, the „last click” before a conversion gets all the credit. But there
are often assist clicks and assist impressions that help guide your
customers to conversion. Which built-in Adwords report can show you
this performance data?
EXAM PREP
Adwords editor
Search funnels
Billing preferences
Campaign settings

Which tool provides control and organisation functionality across
multiple Adwords accounts?
EXAM PREP
Ad Creation Marketplace
My Client Center
Website Optimiser
Insights for search

A My Client Center account functions primarly as:
EXAM PREP
A separate Adwords account with its own keywords and campaigns
A dashboard that allows clients view-only access to Adwords reports
A bid management system for Adwords clients managed by resellers and
agencies
An umbrella account that allows for access to individual accounts with a
single login

A My Client Center user wants to link a new client account into the
MCC. In order to start the process, the user should:
EXAM PREP
Contact Adwords support to obtain account details
Have administrative access to the existing Adwords account
Obtain the billing address for the existing Adwords account
Aquire the customer ID number for the existing Adwords
account

A benefit of My Client Center is the:
EXAM PREP
Ability to link multiple accounts with Google Analytics
Increased Quality Score enjoyed on shared keywords
Dashboard that provides summaries of statistics for all client
accounts
Ability to edit campaigns settings across multiple accounts
simultaneously

Amy, a new account manager at Bob’s agency, will be working with
three specific accounts underneath a My Client Center account. Which
is the best way for Bob to limit her access to only those accounts?
EXAM PREP
Invite Amy as a read-only user on the MMC level, so she can view reports for the accounts
she needs to see
Combine the campaigns from each account into a single Adwords account. Grant Amy
access to that single account so she can manage all campaigns from one place
Set up direct login emails to each of the three accounts, so Amy will log in to each account
individually without gaining access to the other accounts linked to the MCC
Create a new MCC account linked to the original MCC account, and then move the three
accounts into that MCC. Grand Amy access to that sub-MCC only.

What is a benefit of Manager Defined Spend?
EXAM PREP
Control over managed account budgets for My Client Center account
users
Advanced permissions control for billing preferences in multi-user
accounts
Automatic bidding adjustments for Conversion Optimiser users
Payment flexibility for accounts currently on prepay billing

Manager Defined Spend (MDS) is a feature that is intended to allow:
EXAM PREP
An advertiser with a single account to control their account budget
My Client Center account managers to control the budgets of the
accounts that they manage
The Adwords system to automatically set an account’s monthly spend
limit
My Client Center account managers to download individual invoices for
each of their clients

Advertising on TV, print and radio typically requires a predetermied
budget. What key differences enable some online advertising
campaigns to invest with more flexibility without a predetermined
budget?
EXAM PREP
Online campaigns are highly measurable and can often automate a positive ROI.
It can be strategic to capture all traffic without a predetermined budget as long
as ROI is positive
Budgets cannot be applied to online campaigns due to constant changes in traffic
Adwords budgets can only be set once annualy and require a fixed commitment
Online campaigns generate clicks, whereas other channels generate exposure

An advertiser is focused primarly on direct response, as opposed for
branding. The advertiser should delete keywords from a search
campaign if the keywords:
EXAM PREP
Contain more than two words in the phrase
Generate many impressions and very low conversions
Generate many clicks and conversions
Contain words that are duplicated in a display campaign

An advertiser selling anti-bacterial toothbrushes wants to invest in
their brand with a set marketing budget. They want another campaign
that maximizes profit as long as ROI is positive. Which account
structure achieves both goals?
EXAM PREP
Automate everything in a single campaign with the branding and ROI optimizer
Allocate the set marketing budget across dedicated branding campaigns. Create a
separate campaign that can extend its daily budget after profitability is achieved
Run everything in a single campaign, allocating the set marketing budget to it
Divide the marketing budget between Search and Display and run two separate
campaigns

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