Google Ads Search certification

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Here are the Questions and Answers for the Google Ads Search certification: Google (exceedlms.com)

Question: Alex has started a Google search campaign designed to promote his online motorcycle accessories shop. His shop focuses on custom helmets.
How might Google search ads provide value to Alex?
  1. By displaying his ad on a website that reviews motorcycle helmets.
  2. By including his ad on similar motorcycle accessory shop websites.
  3. By showing his ad to people searching for related information about helmets.
  4. By linking to his ad from related social media groups.
Answer: By showing his ad to people searching for related information about helmets.
Google search ads can provide value to Alex by displaying his ad to users who are actively searching for information related to motorcycle helmets. When someone searches for terms like "custom motorcycle helmets," "motorcycle helmet accessories," or other relevant keywords, Google can display Alex's ad at the top of the search results. This ensures that his ad reaches a targeted audience who are already interested in the products he offers. This type of ad placement increases the likelihood of attracting potential customers who are actively looking for custom motorcycle helmet options, thereby maximizing the effectiveness of his campaign.

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Question: 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 favourably.
What are two ways that the account manager can create an ad that will motivate users to click on it? (Choose two)
Select 2 Correct Responses
  1. Include a current promotion.
  2. Feature a relevant headline.
  3. Increase the font size.
  4. List the ad at the bottom of the search results.
Answer: Two ways that the account manager can create an ad that will motivate users to click on it are:

1. Include a current promotion: Offering a special promotion or discount in the ad can grab users' attention and create a sense of urgency. People are more likely to click on an ad that promises a deal or savings, as it provides them with an immediate incentive to explore the offer further.

2. Feature a relevant headline: The headline of the ad is the first thing users see, so it should be catchy and directly related to what they're searching for. A relevant headline that aligns with the user's query and highlights the benefits of the product or service can attract more clicks. It's important to create a connection between the user's intent and the content of the ad.

Increasing the font size or listing the ad at the bottom of the search results wouldn't necessarily motivate users to click on the ad. The effectiveness of an ad lies in its content, relevance, and how well it addresses the user's needs or interests.

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Question: 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 2 Correct Responses
  1. Attractive video assets
  2. Faster-loading landing pages
  3. Dynamic video insertion
  4. More qualified leads
  5. Better ad quality
Answer: Two benefits that search ad extensions can contribute to performance are:

1. Faster-loading landing pages: While search ad extensions themselves may not directly impact the loading speed of landing pages, they can indirectly contribute to better user experience by providing additional information and context within the ad itself. This can lead to users being more informed about the content of the landing page before they click, which can reduce bounce rates and improve engagement.

2. More qualified leads: Search ad extensions allow advertisers to include additional information, such as location, phone number, links to specific pages, and more. This extra information helps users get a clearer understanding of the business and its offerings. As a result, users who click on ads with relevant ad extensions are more likely to be interested and engaged, leading to higher click-through rates and more qualified leads.

Attractive video assets, dynamic video insertion, and better ad quality are not direct benefits typically associated with search ad extensions. Search ad extensions primarily enhance the ad's visibility, relevance, and user experience by providing additional information or interactive elements.

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Question: What's a best practice for using ad extensions?
  1. Use ad extensions only if you are advertising services.
  2. Use no more than two extensions per campaign or ad group.
  3. Use at least three extensions per campaign or ad group.
  4. Use extensions only at the ad group level.
Answer: A best practice for using ad extensions is:

Use no more than two extensions per campaign or ad group.

While using ad extensions can enhance your ad's visibility and engagement, it's important not to overload your ad with too many extensions. Limiting the number of extensions to two allows you to provide relevant and concise information to users without overwhelming them. This approach helps maintain a clean and organized appearance for your ad while still delivering valuable information to potential customers.

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Question: What are two ways in which Dynamic Search Ads brings value to an advertising campaign? (Choose two)
Select 2 Correct Responses
  1. It reduces the required advertising budget.
  2. It finds traffic that an advertiser might miss.
  3. It allows for greater control over keywords.
  4. It promotes advertising on social media platforms.
  5. It creates new ads automatically.
Answer: Two ways in which Dynamic Search Ads bring value to an advertising campaign are:

1. It finds traffic that an advertiser might miss: Dynamic Search Ads (DSA) use Google's organic web crawling technology to automatically generate ads based on the content of your website. This helps capture relevant traffic that might not have been targeted by your traditional keyword-based campaigns. DSA identifies relevant search queries and matches them to the most relevant landing pages on your site, expanding the reach of your campaign.

2. It creates new ads automatically: DSA generates ads dynamically by pulling information directly from your website, including headlines and landing page URLs. This automation saves time and effort in ad creation, especially for large websites with constantly changing content. It allows you to showcase a wide range of products or services without the need to create individual ads for each one.

Reducing the required advertising budget, allowing greater control over keywords, and promoting advertising on social media platforms are not direct benefits associated with Dynamic Search Ads. DSAs focus on automatic ad generation based on website content and user search queries to enhance campaign performance and reach.

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Question: Which of the following goals can you achieve for your marketing campaign by using automated bidding?
  1. Reach the right user with the right message at the right time.
  2. Choose what time of day your ads will appear.
  3. Target specific devices exclusively.
  4. Control the cost of each click.
Answer: Control the cost of each click.

Automated bidding strategies in online advertising platforms like Google Ads can help you control the cost of each click by automatically adjusting your bids based on various factors such as your budget, ad performance, and user behavior. This allows you to stay within your specified budget while optimizing for clicks or other relevant metrics.

The other goals mentioned - reaching the right user with the right message at the right time, choosing the time of day your ads appear, and targeting specific devices exclusively - are not typically achieved through automated bidding strategies. These goals are more related to targeting settings, ad scheduling, and ad content optimization.

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Question: What can Performance Planner recommend?
  1. Campaign-level target CPA (cost per acquisition)
  2. Including or excluding 'Google search partners'
  3. Applying bid adjustments to specific locations
  4. Using 'Target impression share' as an automated bid strategy
Answer: Performance Planner can recommend:

Campaign-level target CPA (cost per acquisition)

Performance Planner is a tool in Google Ads that uses historical performance data and machine learning to help advertisers forecast and optimize their ad spend. It can provide recommendations for campaign-level target CPA, suggesting an appropriate cost per acquisition goal based on your campaign's historical data and performance goals.

While bid adjustments and automated bid strategies like "Target impression share" can be managed through Performance Planner, the question specifically asked about recommendations, and the other options mentioned are not directly associated with the type of recommendations that Performance Planner provides.

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Question: What's a benefit of using the sitelink extension?
  1. Users can go directly to the website's homepage.
  2. Users can download the app directly from your search ad.
  3. Users can more easily take a desired action by going directly to relevant pages.
  4. Users can more easily call your business.
Answer: A benefit of using the sitelink extension is:

Users can more easily take a desired action by going directly to relevant pages.
Sitelink extensions allow advertisers to include additional links below their main ad copy. These links can direct users to specific pages on the advertiser's website that are relevant to their search intent. This makes it easier for users to navigate to pages that are most relevant to them, increasing the chances of them finding the information or products they're looking for and taking the desired action, whether it's making a purchase, signing up, or learning more about a product/service.

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Question: Michael has built a high-quality ad with an excellent keyword list. He's disappointed that the ad isn't being shown as much as he'd like.
What's a likely reason for his ad not being frequently displayed?
  1. His bid for the ad is too low.
  2. He hasn't supplied a link for the ad.
  3. He has too much information listed in his ad extensions.
  4. Users may be misspelling his keywords.
Answer: A likely reason for Michael's ad not being frequently displayed could be:

His bid for the ad is too low.

Bid amount plays a significant role in determining ad placement and visibility in online advertising platforms like Google Ads. If Michael's bid is too low compared to the competition, his ad might not be shown as frequently or in prominent positions on the search results page. Increasing the bid could improve the ad's visibility and chances of being displayed to a larger audience.

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Question: What is a major benefit of using search audience solutions?
  1. They can help send the right message to the right customer with the right bid.
  2. They get detailed analytical insights about Search Network performance.
  3. They automatically generate new keyword and ad content suggestions.
  4. They identify ad extension opportunities to improve average click-through rates.
Answer: A major benefit of using search audience solutions is:

They can help send the right message to the right customer with the right bid.

Search audience solutions, such as audience targeting options in platforms like Google Ads, allow advertisers to target specific groups of users based on various criteria like demographics, interests, behaviors, and past interactions. By using these solutions, advertisers can tailor their ad messages and bids to be more relevant to the specific audience segments they want to reach. This increases the effectiveness of their campaigns by showing ads to users who are more likely to be interested in their products or services.

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Question: Jasmine is the director of marketing for a chain of clothing shops. She's been given a set budget and needs to drive as many potential customers to her website as possible.
What automated bidding strategy should she use in her campaign?
  1. Target impression share
  2. Maximise clicks
  3. Target return on ad spend (tROAS)
  4. Maximise conversions
To drive as many potential customers to her website as possible within a set budget, Jasmine should use the automated bidding strategy:

Maximise clicks

The "Maximise clicks" bidding strategy is designed to help get as many clicks as possible within the budget. It automatically adjusts bids to get the most clicks within the campaign's budget constraints. This strategy is suitable for Jasmine's goal of driving traffic to her website while working within her allocated budget.

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Question: Marisol manages the online advertising campaigns for a chain of toy shops 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 shops?
  1. Shopping
  2. Display
  3. Video
  4. Search
Answer: Marisol should use the "Display" campaign in Google Ads to achieve her goals of showing images of their products, advertising both online and local inventories of toys, and boosting traffic to their website and local toy shops.

A Display campaign is specifically designed for retail businesses to showcase their products with images and relevant details such as product names, prices, and store information. This type of campaign is ideal for promoting physical and online inventories, driving traffic to both the website and physical store locations, and attracting potential customers searching for products like toys.

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Question: Which three universal extensions should marketers use to enhance their ads?
  1. Sitelinks, structured snippets, callout extensions
  2. Sitelinks, price extensions, app extensions
  3. Sitelinks, call extensions, callout extensions
  4. Sitelinks, call extensions, location extensions
Answer: The three universal extensions that marketers should use to enhance their ads are:

1. Sitelinks
2. Callout extensions
3. Call extensions

These extensions provide additional information, links, and ways for users to engage with the ad, making it more informative and compelling. While other extensions like structured snippets, price extensions, app extensions, and location extensions can also be valuable, the combination of sitelinks, callout extensions, and call extensions covers a wide range of important information and actions that can enhance the overall performance of the ad.

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

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

 - Machine learning
 - Depth of signals used and cross analysis
 - Auction-time bidding
 - Time saved

- Alleviates the strain on marketing resources by automating more manual tasks
- Tailors bids to each user's unique context, using relevant signals present at auction time
- Algorithmically helps set the appropriate bid for each and every auction
- Integrates a large variety of signals and considers new ones to evaluate user intent

Answer: These aspects of automated bidding match with the benefits they serve:

- Machine learning: 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.
- Auction-time bidding: Tailors bids to each user's unique context, using relevant signals present at auction time.
- Time saved: Alleviates the strain on marketing resources by automating more manual tasks.

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Question: 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 2 Correct Responses
  1. Smart refrigerator reviews
  2. Energy-efficient fridge
  3. Refrigerator reviews WidgetCo
  4. WidgetCo refrigerator installation
  5. WidgetCo customer support
Answer: The two searches that may prompt the ad are:

1. Smart refrigerator reviews
2. Energy-efficient fridge

Since the marketing manager at Helen's Heating and Air (HHA) has added 'WidgetCo' as a negative keyword, any searches that include 'WidgetCo' will not trigger HHA's ad. This is done to prevent their ad from showing up when people are specifically searching for WidgetCo's products or services. Therefore, options like "Refrigerator reviews WidgetCo," "WidgetCo refrigerator installation," and "WidgetCo customer support" will not prompt the ad.

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Question: What does Performance Planner automatically do?
  1. Recommends the perfect ad structure for your budget.
  2. Sets your ad budget for maximum growth
  3. Uses machine learning to target new demographics.
  4. Forecasts how your current campaigns will perform in the future.

Answer: Performance Planner automatically:

Forecasts how your current campaigns will perform in the future.

Performance Planner in Google Ads uses historical campaign data and machine learning to provide advertisers with forecasts and predictions about how their campaigns might perform in the future. It helps advertisers make more informed decisions about their ad budgets and provides insights into potential outcomes based on different budget allocations and bid strategies.

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Question: Brenda is working on improving a Google search ad's quality score so that 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?
  1. Making the headline bold to potentially improve the eCTR
  2. Incorporating an image to make the ad more enticing
  3. Adding seasonal messaging during the festive season
  4. Using colours in the message text to improve Quality Score
Answer: Making the headline bold to potentially improve the eCTR

Improving the Ad Rank involves factors like the Quality Score, which is influenced by relevance and user experience. Making the headline bold can potentially improve the expected click-through rate (eCTR), which is one of the components of the Quality Score. A higher eCTR indicates that the ad is more relevant and attractive to users, potentially leading to a better Quality Score and higher Ad Rank. The other options mentioned, such as incorporating an image, adding seasonal messaging, and using colors in the message text, might impact the ad's overall performance but may not directly influence the Ad Rank as much as the eCTR.

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Question: Which bidding strategy should an advertiser choose in order to meet a campaign goal of visibility?
  1. Target return on ad spend (tROAS)
  2. Target impression share
  3. Maximise conversions
  4. Maximise clicks
Answer: To meet a campaign goal of visibility, an advertiser should choose the bidding strategy:

Target impression share

The "Target impression share" bidding strategy is designed to help advertisers maximize the visibility of their ads on the Google Search Network. With this strategy, you can set a target percentage of ad impressions that you want your ads to appear for, in relation to the total available impressions. This bidding approach focuses on achieving a specific level of ad visibility on the search results page, helping you meet your visibility goals.

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Question: How can ad extensions contribute to increasing user engagement?
  1. By addressing a user's intent, device and location.
  2. Ad extensions include a 'share' button.
  3. Ad extensions include a 'like' button to gauge if an ad is favourable.
  4. With attractive images and videos.
Answer: Ad extensions can contribute to increasing user engagement by:

By addressing a user's intent, device, and location.

Ad extensions provide additional information and context to users, making the ad more relevant to their specific needs and queries. This customization improves user engagement as it aligns the ad content with the user's intent, device type, and location, increasing the likelihood of users clicking on the ad and taking the desired action. While ad extensions do not include 'share' or 'like' buttons, they enhance the ad's relevance and appeal to users, leading to improved engagement. Using attractive images and videos can also enhance engagement, but this is not a direct benefit of ad extensions.

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Question: What can Performance Planner assist you with?
  1. To determine which Google Ads features should be enabled to get the best performance from your campaigns.
  2. To analyse the search term report and add both keywords and negative keywords, depending on historical performance.
  3. To improve return on investment so that you can drive more conversions within your target CPA (cost per acquisition)
  4. To create an optimised copy of your existing campaign, so that it can be tested with the drafts and experiments tool.
Answer: Performance Planner can assist you with:

To improve return on investment so that you can drive more conversions within your target CPA (cost per acquisition)

Performance Planner is a tool in Google Ads that uses historical performance data and machine learning to help you forecast how your campaigns may perform in the future. It provides insights and recommendations to help you set budgets, adjust bids, and plan for better performance while targeting a specific target cost per acquisition (CPA) goal. This helps you optimize your campaigns for better return on investment and more conversions within your desired CPA.

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Question: An account strategist regularly reviews their company's optimisation score in order to make sure that their Google search campaign is as effective as possible.
How is this optimisation score calculated?
  1. Based on campaign aspects such as campaign statistics, settings and industry trends
  2. By comparing the company's website to the websites of the company's competitors
  3. By analysing the popularity of the company's ads on social media
  4. By comparing the company's current sales to the company's historic sales data
Answer: The optimisation score in Google Ads is calculated based on campaign aspects such as campaign statistics, settings, and industry trends.

Google's optimisation score is a metric that measures the effectiveness of your Google Ads campaigns by analyzing various factors like keywords, ad copy, landing pages, bidding strategies, and more. It considers how well your campaigns are set up and optimized compared to best practices and relevant industry trends. The score is represented as a percentage and provides recommendations to help you improve your campaign's performance and overall effectiveness.

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Question: 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?
  1. To allow the Google Ads system to anticipate what content is present on the landing page
  2. To match an appropriate landing page with the search term that triggered the ad
  3. To give users more options over which landing page they want to navigate to
  4. To give users an idea of the content that they'll see upon clicking the ad
Answer: An advantage of using the optional path fields in a display URL is:

To give users an idea of the content that they'll see upon clicking the ad.

The optional path fields allow you to include relevant keywords or descriptive text in the display URL, giving users a preview of what to expect on the landing page when they click the ad. While the actual URL might be long or complex, the path fields provide a concise way to communicate the content or category of the landing page. This can increase the relevance and click-through rate of the ad by setting clear expectations for users before they click.

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Question: What's a good use case to leverage Customer Match?
  1. To reach people based on advanced demographic criteria
  2. To re-engage customers who've previously purchased from your business
  3. To reach new customers who share the behaviours and characteristics of your remarketing audience segments
  4. To identify loyal customers and expand reach to people who resemble your customers
Answer: A good use case to leverage Customer Match is:

To re-engage customers who've previously purchased from your business.

Customer Match allows you to upload a list of email addresses from your existing customers and target ads to those specific individuals across various Google platforms, like Google Search, YouTube, and Gmail. This use case is effective for retaining existing customers, promoting special offers, upselling, and maintaining a relationship with people who are already familiar with your brand and have shown interest by making a purchase in the past.

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Question: 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?
  1. Phrase
  2. Broad
  3. Exact
  4. Customer
Answer: The keyword match type that would help the account strategist reach the most search queries that potential clients are using is:

Broad

The "Broad" match type allows your ads to show for a wide range of variations of your keywords, including synonyms, related searches, and other relevant terms. This match type provides the broadest reach and can help you capture a variety of user search queries that might be related to your business or offerings. However, it's important to monitor and manage broad match keywords to ensure that your ads are showing for relevant searches and not triggering irrelevant traffic.

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Question: What's a best practice when writing a description for a search ad?
  1. Comparing the business to competitors
  2. Including a customer quote
  3. Highlighting the business hours
  4. Including a call to action
Answer: A best practice when writing a description for a search ad is:

Including a call to action.

A call to action (CTA) is a clear and direct instruction that tells users what action you want them to take after seeing your ad. Including a CTA in the ad description encourages users to engage with your ad and can significantly improve the click-through rate. Effective CTAs can be action-oriented phrases like "Shop Now," "Learn More," "Get Started," "Sign Up," or any other relevant action that aligns with your campaign's goals.

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Question: Which criteria do Google Ads review to make sure that search ads are compliant with Google's advertising policies?
  1. Goals and analytics
  2. Similar ads by competitors
  3. Site experience
  4. Content and formatting
Answer: Google Ads reviews the following criteria to ensure that search ads are compliant with Google's advertising policies:

Content and formatting

This includes reviewing the ad text, headlines, descriptions, keywords, and any URLs provided in the ad. Google's policies dictate what can and cannot be included in ad content and how the content should be formatted. Advertisers need to ensure that their ad content aligns with these policies to ensure compliance and approval.

Google's advertising policies are in place to maintain a safe and positive user experience, and ads that do not meet these policies may be disapproved or flagged for review.

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Question: Each Similar Audience has its seed list members removed to ensure what?
  1. That ads are shown in competitive positions.
  2. That no user overlaps between a similar list and its seed list.
  3. That ads do not risk double-serving.
  4. That only highly relevant traffic is targeted.
Answer: Each Similar Audience has its seed list members removed to ensure:

That no user overlaps between a similar list and its seed list.

By removing the seed list members from the Similar Audience, Google Ads ensures that there is no overlap between the original list (seed list) and the new Similar Audience. This helps prevent redundancy and allows advertisers to target new users who share similar characteristics and behavior to those in the seed list. The goal is to reach a wider audience without reaching the same users multiple times, creating a more effective and efficient targeting strategy.

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Question: 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?
  1. Up to 15 headlines
  2. Up to 50 headlines
  3. Up to 25 headlines
  4. Up to 5 headlines
Answer: Samira can include up to 15 headlines in a single responsive search ad. This flexibility allows her to provide a variety of headline options that Google can test and optimize for different search queries and user intents, ultimately increasing the relevance of the ad to a wider range of potential customers.

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Question: 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 shops.
How can a Google search campaign benefit Lisa's business?
  1. Her business will have a competitive presence with similar businesses during searches.
  2. Ads for her business will appear across a variety of digital and traditional media.
  3. Her business will have a higher ranking in organic search results.
  4. Potential customers will be automatically directed to her business website.
Answer: A Google search campaign can benefit Lisa's business by:

Her business will have a competitive presence with similar businesses during searches.

Running a Google search campaign allows Lisa's ads to appear when potential customers search for keywords related to her kitchen furniture products. This means her business will be visible alongside other similar businesses when users are actively looking for products like hers. This increased visibility and presence can help her compete effectively and capture the attention of potential customers, potentially leading to more sales and improved performance.

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Question: 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?
  1. Your ads will be placed on all search engines.
  2. You can set your own budget and change it at any time.
  3. With Google Ads, you always pay using cost per reach, predetermined by your budget.
  4. Machine models automatically determine your advertising budget.
Answer: Google Ads is right for your home-maintenance services business with a limited budget because:

You can set your own budget and change it at any time.

Google Ads allows you to set a specific budget that works for your business. You can adjust this budget as needed based on your goals and financial constraints. This gives you control over how much you spend on advertising, ensuring that you stay within your budget while effectively reaching potential customers who are searching for home-maintenance services. Unlike cost per reach, Google Ads operates on a pay-per-click (PPC) model, where you're charged only when someone clicks on your ad, making it a cost-effective option for businesses with limited budgets.

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Question: Marta's online shop sells accessories for a widely used smartphone, and her current customer base shares a number of relevant characteristics. She believes that 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)
Select 2 Correct Responses
  1. Device type
  2. Budget type
  3. Web browser
  4. Location
  5. Budget
The two Google search campaign settings that can be configured to reach more specific customers are:

1. Device type
2. Location

1. Device type: By configuring the device type settings, Marta can choose to target specific devices such as smartphones, tablets, or desktops. Since her online shop sells smartphone accessories, she might focus on targeting smartphone users to reach her target audience more effectively.

2. Location: Marta can specify geographic locations where her target customers are located. This ensures that her ads are shown to users in areas where her accessories are most relevant and likely to generate conversions.

While budget is an important setting, it doesn't necessarily narrow down the audience. The budget type and web browser settings are not typically used to reach more specific customers.

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Question: 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 optimisation score is 22%.
How should the manager interpret this score?
  1. The campaign's budget needs to increase by 22% in order to be fully optimised.
  2. The campaign performance could improve by 78% if the manager adopts the optimisation score recommendations.
  3. The campaign needs a 22% improvement in order to be fully optimised.
  4. The campaign is being outperformed by 78% of similar businesses.
Answer: The manager should interpret the optimisation score of 22% as:

The campaign needs a 22% improvement in order to be fully optimised.

The optimisation score is a percentage that reflects how well a campaign is optimized based on Google's best practices and recommendations. A score of 22% suggests that there is room for improvement, and the campaign could potentially be enhanced by implementing the recommendations provided. The score does not indicate a comparison to other businesses, but rather indicates the level of optimization within the campaign itself.

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Question: Which two ad extension types can also be served as automated ad extensions? (Choose two)
Select 2 Correct Responses
  1. Sitelink extension
  2. Location extension
  3. Promotion extension
  4. Callout extension
Answer: The two ad extension types that can also be served as automated ad extensions are:

1. Sitelink extension
2. Callout extension

Automated ad extensions are dynamically generated by Google based on the content of your ads and your website. Sitelink extensions and callout extensions can be automatically generated by Google to enhance your ads and provide additional information to users. These automated extensions help improve ad visibility and user engagement by showcasing relevant information.

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Question: 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 optimisation recommendations valuable for Leo?
  1. The recommendations provide general insight from Google.
  2. The recommendations only apply to selected keywords.
  3. The recommendations are tailored to the specific account.
  4. The recommendations are created by higher-level account executives.
Answer: The feature that makes the optimisation recommendations valuable for Leo is:

The recommendations are tailored to the specific account.

The optimisation recommendations provided by Google Ads are customized based on the specific details of Leo's search ads campaigns. They take into account factors such as the campaign's performance history, settings, keywords, and other relevant data. This tailored approach ensures that the recommendations are directly relevant to Leo's account and are designed to improve its performance based on its unique characteristics and goals.

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Question: 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 2 Correct Responses
  1. Assistance identifying funds from other external budgets to allocate to marketing
  2. Leverage of machine learning for forecasting
  3. Billions of weekly Google searches powering forecasting
  4. Integration with other budgeting software
Answerr: The two advantages that Google Ads Performance Planner offers are:

1. Leverage of machine learning for forecasting
2. Billions of weekly Google searches powering forecasting

Performance Planner uses machine learning and historical performance data to provide forecasts for future campaign performance based on different budget scenarios. It takes into consideration a vast amount of data, including billions of weekly Google searches, to help advertisers make informed decisions about their advertising budget allocation. The tool helps estimate how different budget levels might impact campaign results, allowing advertisers to optimize their budget allocation for maximum performance.

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Question: In-market audiences would be suited to reach which user?
  1. Someone with a qualified interest in mountaineering
  2. Someone looking to purchase a new car
  3. Someone excited about a new movie release
  4. Someone researching the safety features of baby prams
Answer: In-market audiences would be suited to reach:
Someone looking to purchase a new car
In-market audiences are groups of users who are actively researching or considering making a purchase in a specific product or service category. For example, if someone is researching and considering buying a new car, they would fall into the in-market audience for the automotive industry. This targeting option allows advertisers to reach users who are further along in their purchase journey and are more likely to convert.

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Question: What's an example of an effective callout extension?
  1. Send us a text for more information
  2. Learn more about us
  3. Free returns
  4. Contact our team
Answer: An example of an effective callout extension is:

Free returns

A callout extension is a brief additional text that provides extra information about your products or services. In this case, "Free returns" is a strong callout because it highlights a valuable benefit for potential customers. It can encourage users to click on the ad and explore the website, knowing that they have the option of returning items for free if they are not satisfied. This extra incentive can improve the ad's performance by attracting users who value this feature.

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Question: Rina has heard the term Quality Score mentioned before and is interested to learn what it actually is.
Which statement describes Quality Score?
  1. It's a final score that's based on every element of the structure of your account.
  2. It's feedback left by users who've clicked on your ad and browsed your website.
  3. It's an estimate of the quality of your ads, keywords and landing pages.
  4. It's a metric that scores the quality of traffic that clicks on your ads
Answer: The statement that describes Quality Score is:

It's an estimate of the quality of your ads, keywords, and landing pages.

Quality Score is a metric used in Google Ads to measure the relevance and quality of your ads, keywords, and landing pages. It's based on factors such as the click-through rate (CTR), ad relevance, landing page quality, and more. A higher Quality Score is associated with better ad performance, lower costs per click, and improved ad placements. It's important because it affects your ad rank and can impact the effectiveness of your advertising campaigns.

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Question: 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?
  1. Have more people view his website.
  2. Promote videos that speak to the business mission.
  3. Increase email list sign-ups from potential customers.
  4. Encourage customers to purchase electric cars.
Answer: By selecting 'leads' as his Google search campaign marketing goal, Pete hopes to achieve:

Increase email list sign-ups from potential customers.

The goal of generating leads typically involves collecting contact information, such as email addresses, from potential customers who have shown an interest in your products or services. In the case of an electric car company, Pete's goal is likely to gather email addresses from individuals who are interested in learning more about electric cars, receiving updates, or possibly even participating in promotions or test drives. This information can be used for targeted marketing efforts and nurturing leads further down the sales funnel.

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Question: Which two pieces of user data can you upload when creating a Customer Match strategy? (Choose two)
Select 2 Correct Responses
  1. Age
  2. Employment status
  3. Postal address
  4. Email address
Answer: The two pieces of user data that you can upload when creating a Customer Match strategy are:

1. Email address
2. Postal address

Customer Match allows you to upload lists of contact information like email addresses and postal addresses. This data is then matched with Google user accounts to create targeted audiences for your advertising campaigns. While you can upload email and postal addresses, options like age and employment status are not part of the data that can be uploaded through the Customer Match strategy.

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Question: Why should campaigns with different marketing objectives be separated into different Performance Planner plans?
  1. So that seasonal trends can be better identified for each individual marketing objective.
  2. To avoid any potential keyword duplicates between different marketing objectives.
  3. So that spend is not reallocated between two different marketing objectives
  4. To prevent campaigns from becoming 'Limited by Budget'.
Answer: Campaigns with different marketing objectives should be separated into different Performance Planner plans:

To prevent campaigns from becoming 'Limited by Budget'.

When campaigns with different marketing objectives are combined into the same Performance Planner plan, the tool might optimize the budget allocation based on the combined goals, potentially causing some campaigns to be limited by budget due to conflicting objectives. By separating campaigns with different goals into different plans, the Performance Planner can optimize each campaign's budget allocation independently, ensuring that they can achieve their respective objectives without competing for the same budget.

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Question: 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?
  1. Profit and privacy
  2. Control and results
  3. Credits and context
  4. Options and tracking
Answer: The other principles upon which Google Ads was built are:

Control and results.

Google Ads is built on the principles of relevance, control, and results. These principles ensure that businesses can create targeted ads, have control over their campaigns' settings and budgets, and measure the results and impact of their advertising efforts effectively.

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Question: 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 that Yan will need to start with a simple approach.
For vendors like Yan, what's the simplest method for using Dynamic Search Ads?
  1. Landing pages from standard ad groups
  2. Page feeds
  3. URL filtering
  4. Categories from dynamic search engines
Answer: For vendors like Yan, the simplest method for using Dynamic Search Ads is:

Landing pages from standard ad groups.

With this approach, Dynamic Search Ads will use your existing standard ad groups and the associated landing pages to generate and display relevant ads based on the content of your website. This approach doesn't require the use of page feeds, URL filtering, or setting up categories from dynamic search engines, making it a straightforward way to start utilizing Dynamic Search Ads.

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Question: 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 is likely to have the highest lifetime value?
  1. People to whom the company has previously advertised via traditional media channels
  2. People who have heard of the company but have never visited the company's website
  3. People who previously purchased from a competitor's website
  4. People who previously purchased a large quantity of the website's products
Answer: People who previously purchased a large quantity of the website's products are likely to have the highest lifetime value.

Customers who have previously made significant purchases or bought a large quantity of products from your website are more likely to have a higher lifetime value. Their demonstrated purchasing behavior indicates a strong interest in your products, and they have already shown a willingness to invest in your offerings. Retargeting this segment through a remarketing strategy can be particularly effective as they are more likely to make repeat purchases and potentially become loyal, high-value customers.

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Question: Using Performance Planner on a monthly basis allows you to optimise which two aspects of an account? (Choose two)
Select 2 Correct Responses
  1. Keywords
  2. Bids
  3. Ads
  4. Budgets
  5. Ad extensions
Answer: Using Performance Planner on a monthly basis allows you to optimize:

1. Bids
2. Budgets

Performance Planner is a tool in Google Ads that helps you forecast and optimize your campaigns. It provides recommendations for adjusting bids and budgets to achieve your campaign goals more effectively. By reviewing and implementing the suggested bid and budget changes, you can make sure your campaigns are performing optimally and aligning with your objectives. While keywords, ads, and ad extensions are important, Performance Planner primarily focuses on bids and budgets for optimization.

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Question: Which user type would the Google Ads system closely match as an affinity audience?
  1. An individual who is interested in purchasing a car
  2. A parent who is caring for their toddler
  3. A student who is looking for loan advice
  4. Someone who has demonstrated a qualified interest in movies
Answer: Someone who has demonstrated a qualified interest in movies.

An affinity audience in Google Ads is a group of users with specific interests, and it's designed to match users whose online behaviors and interests align closely with a particular topic. Therefore, the Google Ads system would closely match an affinity audience with someone who has demonstrated a qualified interest in movies. This indicates that the individual has a strong and ongoing interest in movies, making them a suitable match for an affinity audience targeting option.

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Question: 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)
Select 3 Correct Responses
  1. Location targeting
  2. Shared budgets
  3. Network settings
  4. Ad scheduling
  5. Language targeting
Answer: To achieve the goal of reaching English-speaking tourists in Tokyo during certain hours of the day, Yuto needs to adjust the following areas of his search campaign:

1. Location targeting: Yuto should set up his campaign to target the specific location of Tokyo. This ensures that his ads are shown to users who are physically present in Tokyo.

2. Ad scheduling: Yuto needs to adjust the ad scheduling to target the specific hours of the day when English-speaking tourists are likely to be active and searching for souvenirs. He can schedule his ads to show during those hours.

3. Language targeting: Yuto should set his campaign to target English-speaking users. This ensures that his ads are shown to people who understand and prefer English, which is likely to be the language spoken by tourists.

Shared budgets and network settings are not directly related to targeting specific locations, languages, or time frames, so they are not part of the adjustments needed to achieve Yuto's goal.

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Question: You're trying to improve an ad's perceived quality so that it performs better during an ad auction.
What change would have the least-positive impact on an ad's quality?
  1. Raising the bid amount
  2. Having a clear and simple landing page
  3. Creating ads that are likely to get clicks
  4. Creating ads that pertain to the keywords
Answer: Raising the bid amount would have the least-positive impact on an ad's quality.

While raising the bid amount can potentially improve the ad's position in the ad auction and increase its visibility, it doesn't directly influence the perceived quality of the ad. Ad quality is primarily determined by factors like ad relevance, expected click-through rate (CTR), landing page experience, and ad format. Making improvements to the clarity and simplicity of the landing page, creating relevant and engaging ads, and ensuring the ads match the keywords are more likely to positively impact the ad's perceived quality and its performance in the ad auction.

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Question: 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?
  1. Her ads will appear above and below search results when people search for related keywords.
  2. Her ads will serve on website content related to her business or her customers' interests, based on her targeting decisions.
  3. A video summary of her product line will be generated automatically by the system and placed on YouTube.
  4. Her business will be highlighted on Google Maps, with the option for customers to see her product line there.
Answer: A Display campaign will achieve Ingrid's marketing goal in the following way:

Her ads will serve on website content related to her business or her customers' interests, based on her targeting decisions.

A Display campaign allows advertisers to show visual ads (banners, images, videos) on a network of websites and apps across the internet. These ads are displayed to users who are browsing content related to their interests, which can include websites relevant to Ingrid's business or the interests of her target audience. This type of targeting provides exposure to a wide audience and helps achieve her goal of reaching a significant portion of people on the internet.

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Question: Bob's electronics company is launching a new TV equipped with a voice command accessibility feature. They decide to use phrase match in their search ads campaign with the keywords 'television', 'accessible' and 'voice'.
  1. How will phrase match benefit Bob's search ads campaign?
  2. Bob's ad will appear if the search terms contain all three of the exact keywords.
  3. Bob's ad will appear if the search terms have the same meaning as the keyword.
  4. Bob's ad will appear if the search terms include the meaning of the keyword.
  5. Bob's ad will appear if the search terms are related to the keyword.

Answer: Phrase match will benefit Bob's search ads campaign by:

Bob's ad will appear if the search terms include the meaning of the keyword.

With phrase match, Bob's ad will be triggered when the search terms include the keyword phrases in the same order, along with any additional words before or after the keyword phrases. This allows for variations in the search terms while ensuring that the core meaning of the keyword phrases is included. In this case, Bob's ad will show when someone searches for terms that include "television," "accessible," and "voice" in that order or with additional words around them, capturing users who are interested in a TV with voice command accessibility features.



















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