Examen Google Display

Display Advertising

This exam covers advanced concepts, including best practices for creating, managing and optimizing Display campaigns.

120 minutes

100 questions

80% passing score

Validity period of 12 months

Study Guide

Exam

You have more certification exam answers updated in certificationanswers.com

1) On Schedule Indicator (OSI) is:

A) the percent likelihood the campaign will deliver all impressions booked

B) the percent likelihood the campaign will deliver all clicks booked

C) the predicted time when the campaign will deliver all clicks

D) the predicted time when the campaign will deliver all impressions

2) A direct response advertiser is primarily interested in generating conversions from a display campaign. To get the best return on investment, this advertiser should use:

A) Ad Scheduling

B) cost-per-day (CPD)

C) Conversion Optimizer

D) cost-per-thousand impressions (CPM) bidding

3) Why is it recommended to separate Display Network campaigns from Search Network campaigns?

A) Separate campaigns allow for more accurate location targeting

B) Different campaigns settings may be more effective on different networks

C) Lower clickthrough rates (CTRs) on the Google Display Network can negatively affect Quality Score

D) Higher bids required to be successful on the Google Display Network

4) Advertisers using the Google Display Network can use the Placement Performance Report to determine:

A) Internet Protocol (IP) addresses of users who have seen their ad

B) the site URL where users have seen their ad

C) the frequency at which an ad is shown for a given user D) country of residence of users who have seen their ad

5) Which allows an advertiser to reach users that have previously visited the advertiser’s site, and show the user relevant ads when the user visits other sites on the Google Display Network? A) Remarketing

B) Interest Category

C) Placement Targeting

D) Topic Targeting

6) Cost-per-thousand impressions (CPM) bidding is only available for:

A) accounts that are using prepay billing

B) campaigns that target the Google Display Network

C) accounts using U.S. Dollars for billing currency

D) campaigns that target search partner sites

7) In regards to advertising metrics, Auction-based reports can be reviewed by logging into AdWords and Reservation-based reports can be reviewed:

A) by requesting it from the Google representative

B) by logging into AdWords for Video

C) by requesting it from AdSense

D) by logging into YouTube

8) Which feature applies to the Google Display Network, but not the Google Search Network?

A) Language targeting

B) Frequency capping

C) Location targeting

D) Cost-per-click (CPC) bidding

9) An advertiser is running a placement-targeted campaign on YouTube, and is consistently reaching the daily budget for the campaign. The advertiser is also receiving conversions at the desired cost per conversion. Based on this information, the advertiser should:

A) decrease the cost-per-click bid

B) target a specific demographic

C) increase the campaign’s budget

D) decrease the campaign’s budget

10) An advertiser purchasing display advertising through other ad networks can still benefit from using AdWords display ads because the advertiser:

A) can appear multiple times on a page to reinforce the advertiser’s message

B) can fill in the gaps of niche and mass-marketed sites using AdWords targeting options

C) offer the ability to infinitely loop animated image ads

D) will show on all ad networks and will reinforce the advertiser’s message

11) An advertiser who sells Java coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, the advertiser runs a Placement Performance Report and notices that the ad is showing up on websites related to JavaScript programming. What should the advertiser do in order to avoid appearing on these irrelevant sites and other sites related to JavaScript programming?

A) Add negative keywords like “programming” or “Javascript”

B) Add the negative keyword ‘Java’ to the ad group so that the ad will stop appearing on JavaScript sites

C) Refine the ad text of the ad so that it is clear that the advertiser is only selling Java coffee

D) Only exclude the irrelevant sites that do not directly mention Java coffee that are appearing in the Placement Performance Report

12) An advertiser notices that a display campaign is receiving a large number of conversions at certain times and days of the week. Which feature would help this advertiser maximize the number of conversions received at the campaign’s current budget?

A) Bid Optimizer

B) Frequency Capping

C) Ad Rotation

D) Ad Scheduling 

13) Frequency capping limits the number of times

A) your ads appear to the same person on the Search network

B) your ads appear to the same person on the Display network

C) your ads appear to users with the same IP address

D) your ads appear during the designated days and hours that you set

14) When planning a campaign, the first thing that an advertiser should think about should be: A) the tools available to build a display ad

B) the tools available to optimize the campaign

C) the advertiser’s daily budget

D) the advertiser’s goals 

15) What is the best definition of Google display advertising?

A) image ads that appear on the Google Display Network

B) image ads that appear on Display Network pages or search results

C) Non-text ads that use images, Flash, video, or other technologies, and appear alongside Display Network sites or search results on the Google homepage

D) Non-text ads that use images, Flash, video, or other technologies, and appear alongside Display Network sites or search results on the publisher content

16) View-through conversions are only available to:

A) advertisers that have implemented Conversion Optimizer

B) advertisers that have implemented Conversion Tracking

C) advertisers that have opted into the Search Network

D) advertisers that are using AdWords for Video

17) True or False: Auction bidding is not a concern for advertisers using reservations, as these placements are because these placements are available at a fixed price

A) FALSE

B) TRUE 

18) Which is a unique benefit of creating a separate campaign that is only targeted to the Google Display Network?

A) Set a separate Display Network bid at the ad group level

B) Allocate budget and control spend more effectively across campaigns

C) Exclude irrelevant placements and categories

D) Set specific maximum cost-per-click (CPC) bids for automatic placements

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

A) FALSE

B) TRUE

20) When optimizing for the Google Display Network, a clear call-to-action in the ad text is important to:

A) increase overall impressions for the ad

B) improve the Quality Score of the ad on all Google properties

C) identify the traffic to your website that was generated by AdWords ads

D) set expectations for users who are in various stages of the buying cycle 

21) An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for the video ads has decreased. To understand if the decreased play rate is due to the same users seeing the ad repeatedly and therefore not watching the video again, this advertiser should:

A) run a Placement Performance report

B) enable conversion tracking

C) run a Reach and Frequency report

D) utilize the ‘Playbacks through 50% of video’ reporting feature

22) When advertisers who are using cost-per-thousand impressions (CPM) bidding click on their own display ads, Quality Score:

A) improves for that placement because the clickthrough rate (CTR) increases

B) is not affected because the clicks are automatically filtered out by Google’s Invalid Click technology

C) improves for that placement because the cost-per-thousand impressions (CPM) bid decreases D) is not affected because CTR is not a factor with CPM bidding

23) Managed placements allow advertisers to:

A) give Google the ability to select placements for them and set industry appropriate bids

B) bid differently for specific placements on the Google Display Network

C) target relevant placements across the entire Google Display Network based on their keyword lists

D) exclude a specific ad unit on a network page where there are multiple ad units

24) True or False: A best practice for selecting keywords with a TrueView in-display campaign, is to consider using other YouTube user tags for keywords

A) TRUE

B) FALSE

25) An advertiser who has seen success on the Google Display Network with text ads wants to start using display ads for a seasonal advertising campaign. The advertiser has a medium-sized creative team to create these ads. Why should this advertiser consider using Google’s Ad gallery as opposed to other tools?

A) The Ad gallery will allow the advertiser to easily create and change creative messaging

B) Standard templates with the Ad gallery ensure that ads blend into the color scheme of any website

C) The Ad gallery allows the flexibility to include as much or as little as the advertisements necessary

D) Ads built with the Ad gallery tend to have lower costs-per-click (CPCs) than ads built with other tools

26) Advertisers might choose to advertise on YouTube if their goal is to:

A) reach mobile users looking for a nearby product or service

B) target a specific demographic using sound or motion

C) drive sales to their online store

D) reach customers looking for products or service using search

27) When competing for the same ad unit, if the Ad Rank of a cost-per-thousand impressions (CPM), placement-targeted ad is higher than the combined Ad Rank of all competing keyword-targeted ads, then the:

A) keyword-targeted ad will be the only ad to appear in the ad unit

B) keyword-targeted ad will appear above the placement-targeted ad

C) placement-targeted ad will be the only ad to appear in the ad unit

D) placement-targeted ad will appear above the keyword-targeted ad

28) What type of video ads can be created with AdWords for video?

A) Homepage masthead unit

B) In-video Ads

C) Homepage expandable masthead unit

D) TrueView video ads

29) Which video format is charged using cost-per-view (CPV) pricing?

A) Homepage Masthead Unit

B) Homepage Expandable Masthead Unit

C) TrueView Video Ads

D) InVideo Ads

30) How long should advertisers wait after creating a new display campaign before analyzing its performance?

A) 1 month

B) 2-3 weeks

C) 2-3 days

D) 1 week

31) A direct response advertiser would like to promote a new line of non-stick cookware that is being sold on an E-commerce site with a display ad. This advertiser should choose a landing page for the ad that features:

A) the entire new line of non-stick cookware

B) all non-stick cookware sold on the site

C) all cookware sold on the site

D) a specific pan within the new line

32) Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?

A) Group placements with similar themes into the same ad group

B) Move automatic and managed placements into separate ad groups

C) Create a separate ad group for each placement

D) Group all placements together into a single ad group

33) An advertiser using cost-per-thousand impressions (CPM) bidding wants to maximize exposure on a specific set of sites that have been selected for a new campaign. Which is a best practice that this advertiser should employ when setting up the new campaign? A) Set bids at the ad group or campaign levels B) Choose websites tha represent a variety of themes C) Set individual bids for each website selected D) Create a campaign for each website

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

35) The Ad Gallery allows advertisers to:

A) download and edit display ads created by third party developers

B) edit and manipulate images and video footage to be used in their display ads

C) create display ads to be used in any online or offline format

D) use templates to create display ads at scale 

36) Which feature could help advertisers determine if the clicks they are receiving on the Google Display Network are valuable?

A) Position Preference

B) IP Exclusion Tool

C) Conversion Tracking

D) Keyword diagnosis

37) Frequency capping gives advertisers the ability to specify a limit to the number of:

A) clicks for all users

B) impressions for all users

C) impressions for a unique user

D) clicks for a unique user

38) For an advertiser focused on branding, what are the key success metrics?

A) Conversion Rate

B) Clicks and Impressions

C) Cost-per-conversion

D) Reach and Frequency

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

A) Campaign Report

B) Ad Group Report

C) Placement Report

D) Keyword Report

40) Which ad format is easiest to create, edit, and has the widest reach on the Google Display Network?

A) Video ads

B) Display Ads

C) Rich media ads

D) Text ads 

41) Which would contribute to a higher Quality Score for a display ad?

A) High maximum cost-per-clicks (CPCs)

B) Fast landing page load time

C) Testing all image ad sizes

D) High number of impressions

42) An advertiser wants a display ad to be eligible to appear on YouTube. The advertiser has already created a campaign set to show only on managed placements within AdWords. What process does this advertiser need to follow for the ad to be eligible to appear on YouTube?

A) Create a 160×600 ad and add YouTube specific keywords to the ad group

B) Select specific user-generated content on YouTube where the ads will appear

C) Select youtube.com or specific sections within YouTube where the ads will appear

D) Create a campaign that targets other video sites on the Google Display Network

43) An advertiser creates a display ad with the Ad gallery. The ad does not display properly for all of the ad sizes that the advertiser wishes to use. What should the advertiser do to ensure that the ad can be shown in all ad sizes without limiting exposure?

A) Continue to redesign the ad using the Ad gallery until the content appears properly for all desired ad sizes

B) Target placements that only accept ads in the sizes that display the content properly

C) Allow all ad sizes to show on all placements

D) Create new display ads that will work well with the ad sizes that are not working properly

44) An Adwords advertiser who is promoting the release of a French film wants to advertise on YouTube. The film is entirely in French with no subtitles. The advertiser is already promoting the film heavily in France trough a traditional advertising campaign but wants to ensure that the online ads reach the most relevant YouTube audience. Which targeting option should this advertiser select? – See more

A) Set language targeting options for the campaign containing the ads for the film B) Change the AdWords account language setting to French during setup

C) Target specific YouTube localized domains

D) Changed the managed placements to French

45) Which is a benefit of using display advertising with Google to build brand awareness?

A) Accurate forecasts of clicks and impressions

B) Consistent performance from day-to-day

C) Higher clickthrough rates (CTR) than on Google Search

D) Expansive network of diverse sites

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

A) Placement Targeting

B) Interest Category Targeting

C) Topic Targeting

D) Remarketing

47) An advertiser who purchases a YouTube homepage masthead ad pays a:

A) cost-per-day (CPD) determined by an auction

B) fixed cost-per-day (CPD)

C) fixed cost-per-thousand impressions (CPM) D) cost-per-thousand impressions (CPM) determined by an auction

48) In terms of number of queries, YouTube is the:

A) 2nd largest search engine on the web

B) 3rd largest search engine on the web

C) 5th largest search engine on the web

D) 10th largest search engine on the web

49) If a display ad has been disapproved, how does an advertiser submit a request for another review?

A) Click the “re-review display ad” button in AdWords

B) Send a note to adwords-support@google.com

C) Click the “re-review text ad” button in AdWords

D) Save the edited ad or upload a new ad in AdWords

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

A) Clicks

B) Impressions

C) Conversions

D) Cilckthrough Rate (CTR)

51) Display inventory on the Google Display Network can come from AdSense or:

A) Right Media

B) AdWords

C) Teracent

D) The DoubleClick Ad Exchange

52) Which report should advertisers run to see which Google Display Network properties displayed their ads and view associated statistics?

A) Reach and Frequency

B) Placement Performance

C) Ad Performance

D) Impression Share

53) If an advertiser chooses to run ads in image or video formats, Google will:

A) display these ads on the Google Search Network

B) Display these ads on the Google Display Network

C) charge an additional fee to serve these ads

D) require that cost-per-thousand impressions (CPM) bidding be used

54) When using cost-per-acquisition (CPA) bidding, an advertiser bids using a maximum CPA and pays by:

A) Conversion

B) Click

C) Viewthrough

D) Impression

55) John is an advertiser concerned the traffic fluctuations from his campaign he created through AdWords for Video. Which is a reason why traffic fluctuations may have occurred for this video campaign?

A) User behavior has changed on the videos or channel being targeted

B) The Quality Score of the campaign has increased

C) There was in increase in searches performed on Google on keywords that John has

placed bids

D) John’s “Search Campaign” hit the daily budget

56) True of False: An advertiser can target mobile apps via AdWords

A) FALSE

B) TRUE 

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

B) FALSE

58) Which tool is best suited to aid an advertiser that does not want to do the work of finding and bidding on placements?

A) Keyword Planner

B) Display Campaign Optimizer

C) Conversion Optimizer

D) Display Planner

59) An ad’s Quality Score on the Google Display Network will affect:

A) the Quality Scores for the keywords in that ad group

B) the Quality Score for the same ad on Google and the Google Search Network

C) The Display Network partners on which the ad is eligble to show

D) whether an ad is eligible to enter the ad auction

60) Which allows advertisers to see which sites referred visitors with the most time spent on site?

A) Display Planner

B) Google Analytics

C) Ad Planner

D) Keyword Planner

61) Anna is an advertiser that wants to increase the reach and visibility of her ads. Which bidding strategy is best for Anna?

A) Cost-per-view (CPV)

B) Cost-per-click (CPC)

C) Cost-per-day (CPD)

D) Cost-per-impression (CPM)

62) Which is a benefit of using the Ad gallery to create an image ad?

A) Automatically adjust image content based on campaign performance

B) Automatically create image ads from existing text copy

C) Ability to extend reach of a display campaign to Google search partners

D) Ability to choose from pre-existing design templates

63) What is a best practice for building ads using the Ad gallery?

A) Use multiple, small images

B) Use the same template for all ads

C) Add a visible display URL

D) Create a text-heavy ad

64) Why is it beneficial to include a text ad in the same ad group as in image ad when advertising on the Google Display Network?

A) Image ads do not perform as well on the Google Display Network

B) It ensures one of the ad formats will win the auction and show on a publisher site

C) It ensures maximum coverage, as some publishers do not accept all ad formats

D) Text ads do not perform as well on the Google Display Network

65) With TrueView in-stream, an advertiser pays:

A) after the viewer sees 5 seconds of the video

B) after the viewer watches for at least 30 seconds or to the end of the video

C) on a CPM basis

D) only when a viewer chooses to watch the video

66) True of False: Video search behavior is different than traditional searching behavior

A) TRUE

B) FALSE

67) Which automatically optimizes both targeting and bidding to help find additional conversions for Display Network campaigns?

A) Ad Preview and Diagnosis tool

B) Display Planner

C) Display Campaign Optimizer

D) Google Analytics

68) An advertiser who wants to target specific categories of video content on the Google Display Network should:

A) add the keyword ‘video’ to the campaign

B) target the Search Network

C) add a click-to-play video ad to the campaign

D) use the AdWords for Video Tool

69) Which bidding option is best suited for an advertiser focused on branding goals?

A) Effective cost-per-thousand impressions (eCPM)

B) Cost-per-click (CPC)

C) Cost per acquisition (CPA)

D) Viewable cost-per-thousand impressions (vCPM)

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

A) Contest pages

B) YouTube homepage

C) Watch Pages

D) Event pages

72) Which builds keyword lists that can be used to show your ads relevant webpages across the Google Display Network?

A) Google Analytics

B) Display Campaign Optimizer

C) Keyword Planner

D) Display Planner

73) An advertiser selling airline tickets has designed an image ad with drop-down menus for departure and arrival airport locations. Rather than programming the drop-down menu to show actual airports, the advertiser wants a click on the ad to take the user to his or her new website. This ad will:

A) be disapproved because it mimics a function the ad cannot perform

B) be resized on the Display Network because it lacks animation elements

C) perform poorly on the Display Network because it will frustrate users

D) perform well on the Display Network because it contains relevant information

74) If a display ad appears “above the fold,” this means that the ad:

A) can be viewed in the upper portion of the page without scrolling

B) will appear at the top of each page of the website

C) takes up more than 20% of the webpage

D) will appear anywhere on the front page of the website

75) Jackie is an advertiser that wants to target by using both Remarketing and Product Listings. What is the best targeting strategy for Jackie to execute this?

A) Create one ad group targeted to both “Display – Remarketing” and “Search – Product Listings”

B) Create two campaigns: one targeted to “Display – Remarketing” and the other targeted to “Search – Product Listings”

C) Create one campaign targeted to both “Display – Remarketing” and the other targeted to “Search – Product Listings”

76) For advertisers bidding on a maximum CPC basis, Quality Score on the Google Display Network is evaluated on the:

A) clickthrough rate (CTR) of all keywords across the entire account and the relevance of the ad text and keywords to the advertiser’s landing page

B) Quality Score of keywords across all campaigns and all ad groups

C) Quality Score of all campaigns and regional targeting settings

D) CTR of the ad and the relevance of the ad and keywords to the publisher’s site

77) Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?

A) Demographic targeting

B) Keyword contextual targeting

C) Placement targeting

D) Category targeting

78) The AdWords system will calculate the effective cost-per-thousand impressions (eCPM) for an ad entering into an auction for the Google Display Network when there are:

A) both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering the auction

B) both cost-per-thousand impressions (CPM) ads entering the auction

C) only cost-per-click (CPC) ads entering the auction

D) both CPM and CPC ads entering the auction

79) Which is a best practice for creating an effective ad using the Ad gallery

A) Create only one ad size for each distinct image

B) Use a color scheme that complements your image and brand

C) Choose one template and use it for all ads

D) Use the same color for the foreground and background of the ad

80) An advertiser who already has AdWords Conversion Tracking installed wants to optimize a campaign that contains display ads. In order to identify the website that are generating sales, the advertiser should review

A) the average cost-per-conversion of the campaign

B) the Site Search report within Google Analytics

C) the “conversions” column of the Placement Performance Report

D) their clickthrough rate (CTR) for each placement

81) Which bidding option is best suited for an advertiser focused on direct response marketing goals?

A) Cost-per-interaction (CPI)

B) Cost-per-click

C) Effective cost-per-thousand impressions (eCPM)

D) cost-per-thousand impressions (CPM)

82) Which is a method for evaluating performance of engagement ads created with the Ad gallery?

A) Funnel Visualization report

B) AdSense reports in Google Analytics

C) Transaction rate

D) Mouseover Rate

83) In order to use the Conversion Optimizer, an advertiser must:

A) be using CPC bidding

B) must be opted into YouTube

C) must be opted into Google Search

D) be using CPM bidding

84) In order to run a display ad through AdWords, a campaign must be opted into:

A) the Search Network

B) The Google Display Network

C) cost-per-thousand impressions (CPM) bidding

D) demographic targeting

85) A user who is browsing the internet sees Google Adwords display ad for laptop computers on a Google Display Network site, but does not click on the ad. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-through conversions would be valuable for the advertiser because it could: A) track the IP addresses of the users who saw the ad

B) measure the number of conversions that are associated with ad impressions

C) track the number of users who saw the ad but did not convert

D) measure the number of potential clicks that are associated with ad impressions

86) Christina is an advertiser that wants to drive traffic to her site, has return on investment goals, and is already using Adwords Conversion tracking. Which bidding strategy is best for Christina?

A) Cost-per-view (CPV)

B) Cost-per-day (CPD)

C) Cost-per-impression (CPM)

D) Cost-per-click (CPC)

87) Ads on YouTube are bought and sold on an auction basis as well as on a reservation basis at: A) discounted rates for strategic partners

B) a rate that varies weekly depending on popularity

C) a fixed rate that varies by placement and country

D) a fixed rate for all placements

88) When reviewing her display campaign, Gina sees that there are spikes in traffic to her site on weekdays from 10am to 1pm. With this data, which would help optimize her campaign?

A) Ad Rotation

B) IP Exclusion

C) Ad Scheduling

D) Frequency Capping

89) Which tool works best to help advertisers automatically find and bid on relevant placements?

A) Targeting optimization

B) Keyword Planner

C) Display Planner

D) Conversion Optimizer

90) Which automatically optimizes both targeting and bidding based on conversion history to help find additional conversions for Display Network campaigns?

A) Aggressive targeting

B) Google Analytics

C) Ad Preview and Diagnosis tool

D) Display Planner

91) A user who is browsing the Internet sees a Google AdWords display ad for laptop computers on a Display Network site, but does not click the ad. Two weeks later, the user is interested in buying a laptop computer and decides to visit the site from the ad. The user finds the site by performing a Google search, goes directly to the site, and purchases a laptop. Implementing view-through conversions would be valuable for the advertiser because it could:

A) measure the number of conversions that are associated with ad impressions

B) measure the number of potential clicks that are associated with ad impressions

C) track the IP address of the users who saw the ad

D) track the number of users who saw the ad but did not convert

92) Display inventory on the Google Display Network is published by AdSense or:

A) The DoubleClick Ad Exchange

B) AdWords

C) Teracent

D) Right Media

93) Which targeting method allows an advertiser to reach people who have previously visited their website by showing them relevant ads when they visit other placements on the Google Display Network?

A) Interest category

B) Remarketing

C) Topic

D) Placement

94) Jackie is an advertiser who wants to target by using both remarketing and Product Listing Ads. What is the best targeting strategy for Jackie?

A) Create two campaigns: one targeted to “Remarketing” and the other targeted to “Shopping”

B) Create two ad groups: one targeted to “Remarketing” and the other targeted to “Shopping”

C) Create one ad campaign targeted to both “Remarketing” and the other targeted to “Shopping”

D) Create one ad groups targeted to both “Remarketing” and the other targeted to “Shopping”

95) For an ad entering into an auction on the Google Display Network, the AdWords system will calculate the effective cost-per-thousand impressions (eCPM) when there are:

A) both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering the auction

B) only cost-per-click (CPC) ads entering the auction

C) only cost-per-thousand impressions (CPM) ads entering the auction

D) any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the auction

96) Advertisers using the Google Display Network can use the reporting table in the Placements section of the Display tab to determine the:

A) the frequency at which an ad is shown for a given user

B) country of residence of users who have seen their ad

C) the site URL where users have seen their ad

D) Internet Protocol (IP) addresses of users who have seen their ad

97) True or False: An advertiser can use AdWords to target the YouTube homepage on mobile devices

A) TRUE

B) FALSE

98) If an advertiser chooses to run ads in image formats, Google will:

A) display these ads on the Google Display Network

B) charge an additional fee to serve these ads

C) display these ads on the Google Search Network

D) require that cost-per-thousand impressions (CPM) bidding be used

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

A) In-video ads

B) Homepage expandable masthead unit

C) TrueView video ads

D) Homepage masthead unit Source

100) An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for the video ads has decreased. To understand if the decreased play rate is due to the same viewers seeing the ad repeatedly and, therefore, not watching the video again, this advertiser should:

A) run a Reach and Frequency report

B) use the “Playbacks through 50% of video” reporting feature

C) run a Placement Performance Report

D) enable conversion tracking

101) In order to run image or video ads using AdWords, a campaign must be targeting:

A) the Google Search Network

B) Placements

C) the Google Display Network

D) Demographics

102) An advertiser who already has conversion tracking enabled wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, the advertiser should review:

A) the “conversions” column of the Placements tab reporting table

B) the Site Search report within Google Analytics

C) their clickthrough rate (CTR) for each placement

D) the average cost-per-conversion of the campaign

103) True or False: A best practice for selecting keywords for a TrueView in-display video campaign is to use YouTube tags for keywords

A) TRUE

B) FALSE

104) Which is the best type of campaign for an advertiser to use in order to target a set of specific mobile apps with ads for their website

A) “Display Network – Ads in mobile apps”

B) “Display Network – Mobile app installs”

C) “Search Network – Mobile app installs”

D) “Display Network – Mobile app engagement”

105) John is an advertiser concerned about traffic fluctuations in his AdWords for video campaign. What could be a reason for these traffic fluctuations?

A) John’s “Search Campaign” hit the daily budget

B) The Quality Score of the campaign has increased

C) Viewer behavior has changed on the videos or channel being targeted

D) There was an increase in searches performed on Google on keywords that John has placed bids

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

the ad shows in all ad sizes without limiting exposure?

A) Allow all ad sizes to show on all placements

B) Create new display ads that will work well with the ad sizes that aren’t working properly

C) Target placements that accept only ad sizes that show the content properly

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

107) Regarding advertising metrics, auction-based reports can be reviewed by logging into AdWords and reservation-based reports can be reviewed:

A) by requesting it from AdSense

B) by requesting it from a Google representative

C) by logging into AdWords for video

D) by logging into YouTube

108) Which feature applies to the Display Network but not the Search Network?

A) Frequency capping

B) Cost-per-click (CPC) bidding

C) Language targeting

D) Location targeting

109) Your client has a cupcake shop in a hard-to-find alley in San Francisco. She’s advertising on the Display Network. What’s the best way to help people find her?

A) Add a location extension to her ad

B) Advertise on the Search network as well as the Display Network

C) Add a map showing her location to her ads

D) Prominently feature her street address in bold text

110) When an advertiser using viewable cost-per-thousand impressions (vCPM) bidding clicks on his own display ad, Quality Score:

A) is not affected because the click is automatically filtered out by Google’s invalid click technology

B) improves for that placement because the vCPM bid decreases

C) improves for that placement because the clickthrough rate (CTR) increases

D) is not affected because clickthrough rate (CTR) is not a factor with vCPM bidding 

111) What can you do by creating a separate campaign that’s targeted only to the Display Network?

A) Set a separate placement bid at the ad group level

B) Exclude irrelevant placements and categories

C) Set specific maximum cost-per-click (CPC) bids for automatic placements

D) Allocate budget and control spend more effectively across campaigns

112) On the Display Network, enhanced cost-per-click (ECPC) automatically:

A) sets bids to help you get as many conversions as possible

B) adjusts your manual bid up or down based on each click’s likelihood to result in a conversion

C) sets bids to maximize your conversion value while trying to reach an average return on ad spend

D) sets bids to help you get the most clicks within your target spend amount

113) For an ad entering an auction on the Display Network, the AdWords system will calculate the effective cost-per-thouand impressions (eCPM) when there are:

A) any cost-per-click (CPC) or cost-per-acquisition (CPA) ads entering the auction

B) both cost-per-click (CPC) and cost-per-acquisition (CPA) ads entering the auction

C) only cost-per-click (CPC) ads entering the auction

D) only viewable cost-per-thousand impressions (vCPM) ads entering the auction

114) An ad may not appear correctly on mobile phones if it:

A) uses Flash or contains large images

B) uses HTML5

C) isn’t optimized for mobile

D) is in Lightbox format

115) An advertiser who wants to target specific categories of video content on the Display Network should:

A) use video ads

B) add a call-to-action (CTA) overlay to the ads

C) add the keyword “video” to the campaign

D) target the Search Network

116) Your client wants to place image and video ads on a wide variety of websites so people will see them while browsing those sites. Which types of AdWords campaign would be best for that?

A) Display Network only

B) Search Network with YouTube Select

C) Search Network with Display Select

D) Search Network only

117) Remarketing is targeting ads to people who’ve already visited:

A) multiple websites on the Display Network

B) your website after they’ve searched on Google

C) competitors’ websites multiple times

D) your website as they browse websites and use apps on the Display Network 

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

A) automatically create a display ad from existing ad text

B) extend a Display campaign’s reach to Google search partners

C) choose from existing design templates

D) automatically adjust image content based on campaign performance

119) In order to use Conversion Optimizer, an advertiser must:

A) have a certain number of conversions in the previous 30 days

B) be opted in to the Search Network and YouTube

C) be opted in to the Search Network

D) be using viewable cost-per-thousand impressions (vCPM) bidding, with a certain number of viewable impressions in the previous 30 days

120) If a display ad has been disapproved, how do you submit a request for another review?

A) Email adwords-support@google.com to find out why it wasn’t approved

B) Edit your ad so it complies with Google policy and re-save it

C) Open and then resubmit the ad

D) Click “Re-review display ad”

121) Your client who sells sports shoes might choose to target a custom affinity audience if he wants to:

A) reach men, women and children of all ages who need any kind of athletic shoes

B) sell high-end running shoes to competitive marathon runners

C) increase brand awareness

D) reach shoppers who are ready to buy right away

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

A) A promotion from a related business, like a bakery

B) A map showing her business location

C) A quotation about falling in love

D) A photo of a bride 

123) If you’re considering a Display Network campaign and want to estimate the reach of different targeting options, you’d use:

A) Keyword Planner

B) Google Analytics

C) Ad Preview and Diagnosis

D) Display Planner 

124) Which practice would violate Google’s editorial and professional requirements?

A) Showing a ValueTrack tag in the text

B) Including a question mark in the headline

C) Directing people to a page other than the advertiser’s homepage

D) Including a border on the ad

125) Your client Kevin works for a retailer that sells eco-friendly products. He wants to attract an audience with an established interest in his message. What type of targeting would you recommend?

A) Demographic targeting

B) Contextual product targeting

C) The “Green Living Enthusiasts” affinity audience

D) Gender targeting

126) The dynamic remarketing tag collects data such as:

A) affinity group characteristics

B) types of pages viewed

C) number of code snippets

D) business ID numbers of visitors

127) If you’re using remarketing to reach people who’ve used your mobile app, they see your ads:

A) while browsing and using Google Maps

B) each time they re-use your mobile app

C) when they enter search terms for products like yours on a mobile device

D) while using other mobile apps on the same mobile or tablet device 

128) What’s something you can do in Ad gallery to enhance a dynamic display ad?

A) Add a flashing border

B) Upload your own call-to-action button

C) Make the call-to-action button blink

D) Customize your logo and colors 

129) Ads are likely to be most contextually relevant to sites on which they appear when using:

A) Topic targeting

B) Affinity audiences

C) Remarketing

D) In-market audiences

130) Targeting by topic is a good strategy if your client wants to:

A) drive sales on his website

B) reach a specific audience

C) control where his ads appear on the Display Network

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

131) In order to use remarketing with Google Analytics, you need to:

A) have a goal conversion rate of 20%

B) have your Google Analytics and AdWords accounts linked

C) have at least one active AdWords account

D) have a goal conversion rate of 30%

132) Your client wants to reach new parents with ads for organic baby food. What kind of targeting would you recommend?

A) In-market audiences using the “Infant & Toddler Feeding/Toddler Meals” category

B) Managed placements

C) Similar audiences

D) Dynamic remarketing

133) Which practice would be acceptable under Google’s editorial and technical requirements? A) Including a generic phrase like “Buy products, click here”

B) Linking to a site that’s under construction

C) Showing a URL that doesn’t accurately indicate the landing page, such as “google.com” taking people to gmail.com

D) Promoting documented copyrighted content

134) If one of your display ad groups isn’t serving due to incorrect target and bid settings, what should you do?

A) Set the targeting for the campaign to “Target all” and resubmit the ad

B) Set the targeting for the ad group to “Target all”

C) Set the targeting for the ad group to “Broad reach”

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

135) To raise awareness of what you’re advertising without limiting who might see your ads, you should:

A) add multiple targeting methods and use the “Target and bid” setting

B) set a topic bid adjustment to show your ads on multiple pages about a specific topic

C) set a mobile bid adjustment to reach more customers on mobile devices

D) add multiple targeting methods and use the “Bid only” setting 

136) Where can you place a client’s image and video ads?

A) On the Display Network only

B) On the Search Network only

C) On the Search Network and YouTube

D) On the Search and Display Networks

137) Your client wants to reach customers who are browsing content relevant to the company’s keywords and highly likely to buy their products. You recommend using the Search Network with Display Select because the Display Option:

A) uses keywords to target web pages with relevant content and uses predictive models to determine which pages are most likely to result in conversions

B) optimizes keywords and applies affinity targeting conversion models to target ads

C) uses dynamic placement to target web pages and applies predictive conversion models to target ads

D) optimizes affinity targeting to place ads on all relevant web pages

138) A Ready Lightbox ad can contain:

A) a video and images

B) adult-oriented content

C) a 3-D game

D) just text with no image

139) Your client Ali has a car dealership. She wants to reach people who are actively researching electric cars and ready to buy one. Which type of targeting would you recommend?

A) Demographic targeting

B) A broad affinity audience

C) In-market audiences

D) Dynamic remarketing

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

B) watches the ad for at least 2 seconds

C) expands or interacts with the ad

D) watches the ad twice in a rob

141) You’re setting up a dynamic remarketing campaign for your client who sells educational products. Which best practice should you follow?

A) Use a custom feed

B) Use the “Education” business type

C) Include “textbooks” and “study guides” as keywords

D) Implement the remarketing tag after the body tag

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

A) Change the AdWords account language setting to French during setup

B) Change the managed placements to French

C) Set language targeting options for the campaign containing the ads for the film

D) Target specific YouTube localized domains

143) What functionality applies to HTML5 ads? A

) They use interactive content stored in containers and rendered in browsers

B) They can’t be viewed on mobile devices

C) They’re easy to update and don’t require plug-ins

D) They’re easy to update but require plug-ins

144) An advertiser selling airline tickets has designed an image ad with drop-down menus for airport departure and arrival locations. Rather than programming the menu to show airports, the advertiser wants a click on the ad to go to his website. This ad will:

A) perform well on the Display Network because it contains relevant information

B) perform poorly on the Display Network because it will frustrate people

C) be resized on the Display Network because it lacks animation elements

D) be disapproved because it mimics a function the ad can’t perform 

145) You have a friend who has a small business, and she wants to manage her own AdWords campaign. She has no experience with AdWords and would like to experiment with different options. Which campaign type would you recommend to start?

A) Search Network only

B) Search Network with Display Select

C) Display Network with Search Select

D) Display Network only

146) When reviewing her display campaign, Gina sees that her clickthrough rate is higher on weekdays from 10 a.m. to 1 p.m. Which feature could help her be more efficient with her advertising during this time?

A) Ad rotation

B) IP Exclusion

C) Frequency capping

D) Bid adjustments

147) Your client has a Mexican restaurant and wants to increase brand awareness in the local community. What type of ad would you create to help reach your client’s goal?

A) A text ad with a call extension on the Search Network

B) An interactive Lightbox display ad on the Display Network that’s focused on the restaurant’s most popular menu items

C) A text ad with keywords describing the most popular menu items, like “fish tacos” on the Search Network

D) An image ad featuring a drawing of the restaurant on the Display Network

148) Haley’s client wants to drive sales of her new cookboook that’s about gluten-free desserts. If Hayley sets up a Display Network campaign that targets potential customers using keywords and topics and the “Target and bid” setting, her client’s ads can show when: A) only the keywords match B) only the topics match C) the keywords and bid match D) the keywords and topics match 

149) Your client Christina wants to drive traffic to her site. She has return-on-investment goals and is already using AdWords conversion tracking. Which bidding strategy would you recommend?

A) Cost-per-view (CPV)

B) Target return on ad spend (ROAS)

C) Viewable cost-per-thousand impressions (vCPM)

D) Cost-per-day (CPD)

150) If a display ad appears “above the fold”, this means that it:

A) will appear anywhere on the front page of the website

B) takes up more than 20% of the webpage

C) will appear at the top of each page of the website

D) can be viewed in the upper portion of the page without scrolling

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

A) the advertiser’s goals

B) the tools available to optimize the campaign

C) the tools available to build a display ad

D) the advertiser’s daily budget

152) You might choose to use preferred layouts for dynamic display ads if your client:

A) wants to choose the features but not the layouts

B) doesn’t care if AdWords chooses the layouts and features

C) wants to choose the layouts but not the features

D) wants to choose the layouts and features

153) Which bidding type is only available for ads on the Display Network?

A) Target cost-per-acquisition (CPA)

B) Viewable cost-per-thousand impressions (vCPM)

C) Cost-per-view (CPV)

D) Maximize clicks

154) Viewable cost-per-thousand impressions (vCPM):

A) applies to all ads that appear in Google Search and on the Display Network

B) lets you pay only for the impressions that become viewable

C) lets you bid based on AdWords’ projected views of your ad

D) counts an ad as “viewable” when 75% of it is visible on the screen for 5 seconds or more

155) What’s needed to create a “Display Network” campaign to start promoting an app in other apps and on mobile websites?

A) Prior placement of an ad for the app on the Search Network

B) The serial number of the promoted app

C) The app package name (Android) and/or app ID (iOS) of the promoted app

D) The selection of at least two mobile targeting options

156) An advertiser who’s had success with text ads on the Display Network wants to start using rich media ads. Why should she consider using Ad gallery compared with other tools?

A) Ad gallery lets advertisers include as much text as the advertiser thinks is needed

B) Ads built with Ad gallery tend to have lower cost-per-click (CPC) than ads built with other tools

C) Ad gallery lets advertisers easily create and change ad text

D) Ad gallery’s template ensure that ads blend into the color scheme of any website

Questions