Google Adwords Flashcards
1
Q
The keyword phrase a user types into Google’s search engine to find information on the Internet is called…
A
A query
2
Q
Google AdWords uses THIS to target your ads to users searching on Google
A
Keyword-Based Advertising
3
Q
A regular text ad HEADLINE has a limit of how many characters, including spaces…
A
25
4
Q
The last line of an AdWords ad is called…
A
A Display URL
5
Q
What is the clickthrough rate (CTR) of an ad that receives 30 clicks and 1000 impressions
A
3%
6
Q
True or False: With AdWords CPC advertising, you pay each time your ad appears on Google.
A
False
7
Q
When does the placement of your ads on sites in the Google content network occur?
A
When the information on that site relates to your ad
8
Q
Google ads can be targeted where?
A
Any location in any language worldwide
9
Q
True or False: There is a minimum monthly amount that you have to spend on Google AdWords
A
False
10
Q
How many changes are allowed to an account in Google AdWords per month?
A
Unlimited
11
Q
When do your ads appear on Google?
A
When a user searches using a keyword you have included in your campaign.
12
Q
The daily spending limit for an AdWords campaign is called what?
A
The Daily Budget
13
Q
You cannot have this as a destination URL…
A
A Site Under Construction
14
Q
True or False: Your site may have a pop-up on the landing page as long as the content in the pop-up is highly relevant to the content on your landing page.
A
False
15
Q
A Uniform Resource Locator (URL) is commonly known as a(n)?
A
Web Address
16
Q
According to punctuation policy, how many total exclamation points are allowed in your ad text?
A
One
17
Q
Does Google allow certain common misspellings or variations of words in ad text?
A
Yes
18
Q
True or False: Prices stated in your ad text must always be supported within 1-2 clicks of your landing page.
A
True
19
Q
Free offers in ad text must be supported within how many clicks?
A
1-2 Clicks
20
Q
When might Google allow the use of a superlative in ad text?
A
If the claim is backed by legitimate third-party support
21
Q
Which of the following is considered a superlative that would not be allowed in ad text without verification?
- Great
- Best
- Most
- Hottest
A
- Best
22
Q
Google determines your keyword’s Quality Score by which factors?
A
- Clickthrough Rate (CTR)
- Relevance of Your Ad Text
- Historical Keyword Performance
23
Q
On search result pages, Google determines your ad’s rank based on…
A
Keyword Quality Score & CPC Bid
24
Q
True or False: Your ad can be locked out of the top position based solely on price.
A
False
25
True or False: AdWords Standard Edition is ideal for advertisers who want more control over their account.
Ture
26
True or False: The daily budget applies to the entire AdWords account?
False
27
An AdWords Standard Edition account can house up to how many campaigns and how many ad groups per campaign.
25 Campaigns/100 Ad Groups per Campaign
28
Let's say that you have a new product that needs to be advertised in a specific location. What action should you take to advertise it?
Create a New Campaign
29
What is the structure of an AdWords account from the top down?
Account-->campaign-->ad group-->ad text-->keywords
30
True or False: Each AdWords campaign has its own daily budget.
True
31
True or False: A low clickthrough rate on content pages always indicates that your ads are not profitable.
False
32
Google consider a these factors when determining whether to show your ad...
1. Google domain (ex. Google.fr, Google.jp, Google.co.uk)
2. IP (Internet Protocol) address
3. Language Prefrence
33
True or False: Google translates ad text for you when specifying other langauges.
False
34
If the user doesn't specify a language preference, how does Google determine the default language preference
By domain name: Google.uk, Google,de, Google.fr, etc.
35
What is another name for the unique number assigned to each computer connected to the internet
IP Address
36
True or False: Considering a user's IP address is the only method Google uses to show regionally targeted ads
False
37
True or False: Using Exact match keywords tends to give you fewer clicks but higher conversions
True
38
True or False: You can use multiple keyword matching options for different keywords in the same ad group
True
39
True or False: You will always be charged the maximum cost-per-click (CPC) bid you set for a keyword or ad group
False
40
This AdWords utility reduces the price you pay for a click on the content network if our data shows that click to be less likely to turn into an actionable business lawsuit
Smart Pricing
41
Which of the following is not an effective method for writing AdWords text?
1. Rotate your ads and automatically show the best performance ad more often.
2. Use only one ad variation per ad group for the sake of a consistent message
3. Utilize a call to action, such a buy, order, or purchase
4. Include the most relevant information about your business first
2. Use only one ad variation per ad group for the sake of a consistent message
42
True or False: The most effective AdWords as headlines directly relate to the keyword being searched
True
43
True or False: Your AdWords display URL has to be the exact same as your destination URL
False
44
Which of the following is not an available format for AdWords image ads?
1. Large rectangle
2. Wide skyscraper
3. Small sphere
4. Small square
3. Small sphere
45
True or False: Image ads can be created in both keyword-targeted and placement-targeted campaigns.
True
46
Video ads are "Click-to-Play" so the first thing users will see when your ad is shown is a _____.
1. Text Ad
2. Static Image
3. Looping Video
4 Box with a Large Play Button
2. Static Image
47
True or False: It's best to delver key messages late in your video ad
False
48
True or False: Local Business Ads have the ability to show on the Google Content Network
False
49
True or False: Before you can create a local business ad, you must first ______.
Create a local business listing in the Local Business Center
50
True or False: The format of local business ads is the same on Google Maps and the Google search network
False
51
Mobile ads contain ____ lines of ad text with a maximum of ____ characters on each line.
2 Lines and 12 to 18 Characters
52
True or False: It is possible to have your mobile ad connect users to your business phone.
True
53
The pricing model for mobile ads is either pay-per-click or ______.
Pay-Per-Call
54
True or False: Search results sites like Google make up the majority of pages viewed on the Internet.
False
55
True or False: Placement-targeted ads are contextually targeted.
False
56
Which of the following is true regarding ad placement on Google Network sites?
1. Ads that contain graphics are eligible to appear on both the search and content networks.
2. The ads you create for the content network must be different than your ads for the search network
3. Google automatically formats your ad to match the look and feel of different network sites.
4. AdWords ads are not labeled as sponsored links on the content network
Google automatically formats your ad to match the look and feel of different network sites.
57
A low clickthrough rate (CTR) for your ads on the content network ______.
1 will increase the minimum cost-per-click (CPC) bid for your keywords
2 is abnormal, and should be escalated to an AdWords professional
3 has the same impact on your account as a low clickthrough rate on Google.
4 will not affect the ranking of your ads on search results pages
Will not affect the ranking of your ads on search results page
58
True or False: A low clickthrough rate on content pages always indicates that your ads are not profitable
False
59
What is an effective strategy for creating contextually targeted campaigns?
Create overall keyword themes
60
Which report provides the best information about your contextually targeted campaign?
Placement Performance Report
61
What should you do if you find that a particular site doesn't convert well over time?
Use the site exclusion tool
62
Placement-targeted ads share the ad space on a content page with how many other Google ads?
ZERO - 0
63
Placement-targeted campaigns do not offer the ability to ______.
1. Include more characters in text ads
2. Expand your ad to fill all space reserved for ads on a page
3. Pay on a cost-per-thousand impressions (CPM) basis
4. Choose which placements you want your ad to apear on
1. Include more characters in text ads
64
True or False: Placement-targeted campaigns are not useful for advertisers who want to build brand awareness.
False
65
True or False: For placement-targeted campaigns, the Placement Tool gives you four different ways to choose placements on which to show your ad.
True
66
True or False: The Keyword Tool is useful in the creation process for a placement-targeted campaign.
False
67
Your cost-per-thousand impressions (CPM) bid is ________.
The amount your willing to pay for 1000 impressions
68
True or False: Placement-targeted ads do not compete with keyword-targeted ads.
False
69
True or False: With cost-per-thousand impressions (CPM) pricing, you always pay your CPM bid for the impressions received.
False
70
In order for a placement-targeted ad to appear on a page, its cost-per-thousand impressions (CPM) bid must _________.
outrank the effective cost-per-thousand impressions (eCPM) bids of the top four keyword-targeted text ads combined.
71
Google does not consider a user's ______ when determining whether to show your ad.
1. Google Domain (.uk, .fr, .de, etc.)
2. Previous purchasing history
3. IP address
4. Language preference
Previous purchasing history
72
Which of the following is true regarding Google ad transition?
1. Google does not translate ad text
2. Google translates ad text if requested
3. Google automatically translates ad textto your targeted language
4. Google will translate your ad text for a small fee
Google does not translate ad text
73
If the user doesn’t specify a language preference, Google determines the default language preference ______.
1. by considering IP Address.
2. by considering the language of the query entered.
3. by considering the Google domain (like Google.fr)
4. to be English
3. by considering the Google domain (like Google.fr)
74
True or False: Considering a user's IP address is the only method Google uses to show regionally targeted ads.
False
75
Region and city targeting can help you keep your Quality Score ______ while keeping your cost ______.
1. low,low
2.high,low
3.low,high
4 high,high
high,low
76
True or False: Regionally targeted and country- and territory-targeted ads appear in the same format on Google.
False
77
Which of the following businesses could best utilize region and city targeting?
1. A book publisher advertising nationwide
2. A hardware store that only wants to target a 30-mile radius around its business location
3. A Spanish language education service
4. A flower company that only delivers to San Francisco
4. A flower company that only delivers to San Francisco
78
You should choose customized targeting for your AdWords campaing _______.
1. If you want to reach an audience in a very specific area.
2. If you want to target metro regions like Chicago.
3. If you want different advertising messages in different regions of the country
4. If you want to reach the widest possible audience
4. If you want to reach an audience in a very specific area
79
True or False: It is possible to target a 50-mile radius around your business location
True
80
With multi-point targeting, ______.
1. You can create your customized region with two points on the map
2. You have to manually record the latitude and longitude of your target parameters
3. You can create target areas of virtually any size and shape
4. You cannot use local business ads
3. You can create target areas of virtually any size and shape
81
True or False: The default setting for any new keyword is phrase match.
False
82
Which punctuation should you apply when using the broad-matched keyword matching option?
1. None
2. Brackets [ ]
3. Quotations " "
4. Parenthesis ( )
None
83
An ad with the keyword "cheap chocolate" (in quotations) would run on which of the following search queries?
1. Quality chocolate cheap
2. Cheap yummy chocolates
3. Chocolate cheap and tasty
4. 'Good Cheap Chocolate'
'Good Cheap Chocolate'
84
To indicate a keyword as an exact match, which of the following should be used?
1. None
2. Brackets [ ]
3. Quotations " "
4. Parenthesis ( )
2. Brackets [ ]
85
True or False: An advertiser is selling ballet slippers. If he does not want his ad to appear when 'wedding ballet slippers' is queried, he should apply the negative-match keyword 'wedding.'
True
86
Which keyword matching option provides the best possibility for high numbers of ad impressions?
1. Exact Match
2. Phrase match
3. Broad Match
4. High Traffic Match
Broad Match
87
True or False: Exact match tends to give you fewer clicks but higher conversions.
True
88
True or False: You can use multiple keyword matching options for different keywords in the same ad group
True
89
True or False: You will always be charged the maximum cost-per-click (CPC) bid you set for a keyword or ad group.
False
90
Using ______, AdWords reduces the price you pay for a click on the content network if our data shows that click to be less likely to turn into an actionable business result.
1. the AdWords Discounter
2. Account Optimization
3. The Budget Optimizer
4. Smart Pricing
Smart Pricing
91
Using AdWords postpay option, when does Google raise your account billing threshold?
Each time an account reaches its billing threshold within a 30-day period
92
Which of the following represents the way Google raises account billing thresholds?
1. US$50, US$150, US$300, US$500
2. US$50, US$100, US$150, US$200
3. US$50, US$200, US$300, US$500
4. US$50, US$200, US$350, US$500
US$50, US$200, US$350, US$500
93
True or False: Google will never charge you more than your billing threshold.
False
94
Prepay and postpay options ______.
1. are only available in the U.S.
2. depend on your billing address and chosen currency
3. are the same for all countries and currencies
4. vary depending on the type of business
Depend on your billing address and chosen currency
95
If you are billed on a postpay basis, ______.
1. you can pay off your balance whenever you want
2. you will always be charged only once a month
3. you are charged every 30 days unless your advertising costs reach your billing threshold within your 30-day billing cycle
4. your charges will never exceed the billing threshold for your account
you are charged every 30 days unless your advertising costs reach your billing threshold within your 30-day billing cycle
96
True or False: Your Billing Summary page will appear the same regardless of whether you're billed on a postpay or prepay basis.
False
97
True or False: AdWords will never generate traffic in excess of your daily budget.
False
98
Pending charges are advertising costs accrued since the last time you were billed. You can view your pending charges by ______.
checking the Outstanding Balance on the Billing Summary page
99
True or False: For each invoiced payment, it is possible to view your advertising charges broken down by campaign.
True
100
You can view billing adjustments like invalid click credits and promotional credits on the ______.
Invoice Details Page
101
To reactivate your account after a credit card decline, you must ______.
successfully re-submit your credit card number, or enter a new credit card number
102
How will you know when Google receives your bank transfer funds?
You will receive a confirmation email and your ads will begin running
103
True or False: Advertisers can switch between prepay and postpay at any time
False
104
Which of the following is not a postpay option that Google offers?
1. Debit Card
2. Bank Transfer
3. Direct Debit
4. Credit Card
2. Bank Transfer
105
When using this payment option, you authorize Google to withdraw accrued advertising charges directly from your bank account.
Direct Debit
106
True or False: Direct debit is available to all advertisers around the world.
False
107
What does EU VAT stand for?
European Union Value Added Tax
108
AdWords customers with a billing address located in ______ must self-assess their VAT charges.
The European Union, not including Ireland
109
Who is affected by the VAT tax?
All European Union advertisers
110
How does Google get access to customers' VAT numbers?
Advertisers enter their VAT registration numbers upon account creation
111
European Union VAT policies state that an advertiser who does not submit a valid VAT number will be charged VAT at which rate?
The Irish VAT rate
112
Advertisers on monthly invoicing must pay using which methods?
Check or Wire transfer for each invoice
113
What is the minimum spending level an advertiser must maintain to qualify for monthly invoicing?
$1,500 per month for at least 3 months
114
True or False: All customers who meet the minimum monthly spend requirement can automatically switch to monthly invoicing.
False
115
Which of the following factors is not considered when determining your Quality Score?
1. Cost-per-Click (CPC) bid
2. Clickthrough rate (CTR)
3. Ad text and keywords
4. Landing page relevance
1. Cost-per-Click (CPC) bid
116
Your keyword will be inactive for search if...
your cost-per-click (CPC) bid is below the minimum bid required
117
Which statement best describes the relationship between Quality Score and minimum bid?
Keywords with a high Quality Score are assigned a low minimum bid
118
True or False: Once our system has determined your keyword Quality Score, it cannot change within your AdWords account
False
119
Which of the following statements regarding your account performance is false?
1. Your keyword will be listed as disapproved if your cost-per-click (CPC) bid is lower than the minimum bid
2. A high clickthrough rate (CTR) normally indicates that your campaign is performing well
3. A low minimum bid usually means your keyword is performing well
4. You can use Ads Diagnostic Tool to see if your ad is showing for a particular keyword query`
1. Your keyword will be listed as disapproved if your cost-per-click (CPC) bid is lower than the minimum bid
120
If your payment continues to be declined in your AdWords account after you have completed the troubleshooting checklist provided by Google, what should you do next?
Contact the financial institution that handles your funds
121
If your ads have stopped showing as the result of a declined payment, how do you get them running again?
Re-submit your primary payment information in your AdWords account.
122
True or False: Your ads can appear on Google only after you've entered valid billing information.
True
123
Which of the following is true regarding your AdWords campaign status?
1. It is possible to reactivate campaigns that have ended.
2. Campaigns cannot be undeleted
3. Paused campaigns still show ads on Google
4. Campaigns can be resumed on the Account Preferences page
1. It is possible to reactivate campaigns that have ended
124
Let's say your ads stop showing every day around 2 p.m. due to the exhaustion of your daily budget. How do you determine your daily budget so that your ads get full exposure?
View the Recommended Budget in your AdWords account
125
True or False: You will not be able to locate your ad on Google if your ad's location target does not include your own location.
True
126
True or False: Your ads will show if the cost-per-click (CPC) bid for an ad group is higher than the campaign daily budget
False
127
Your ad was disapproved for a violation of one of our editorial policies. Which is true?
1. You will have to create a brand new ad, as AdWords does not allow you to edit existing ads.
2. Your ad will not be eligible to show until you've made the appropriate changes and re-submitted it for review.
3. You are unable to view the exact reason your ad was disapproved.
4. You will not receive any type of alert that your ad has been disapproved
2. Your ad will not be eligible to show until you've made the appropriate changes and re-submitted it for review
128
True or False: Ads for sites containing sexually explicit material are eligible to show alongside all search results on Google.
False
129
Which keyword type can be re-enabled using optimization techniques to increase the keyword's Quality Score?
Inactive for Search
130
Keywords marked inactive for search ______.
1. Must be deleted from your account.
2. Have been disapproved for violation of an editorial guideline
3. Can still trigger ads and content network sites
4. May still occasionally show your ads on Google
3. Can still trigger ads on content network sites
131
True or False: A poor performing keyword can affect the Quality Score of an entire ad group or campaign.
True
132
True or False: To access the report center, click on the Reports tab.
True
133
The Report Center allows advertisers to...
Email reports to specified users
Download reports in spreadsheet form
View both data and graphs for selected reports
134
In which three ways can you view your report?
View data only
View graphs only
View data and graphs
135
True or False: You can save your report within your AdWords account to view later.
True
136
The Report Center will only save your ____ most recent reports.
15
137
If you create more than 15 reports, the system will automatically _______ the oldest reports
archive
138
An advertiser spends US$20 for clicks on a keyword, resulting in $100 in sales. What is the ROI for this keyword?
400%
139
ROAS is an acronym for ...
Return on Ad Spend
140
True or False: Cost-per-acquisition (CPA) can be a measure of advertising effectiveness.
True
141
To use conversion tracking, you must have...
An active AdWords ad
The ability to edit the HTML of your webpage
142
How much does Google's tracking conversion tool cost?
It's Free
143
To pause conversion tracking, you must...
Click the 'Pause Conversion Tracking' button
144
What are three types of conversions?
Lead
Sign Up
Page View
145
True or False: The 'Other' transaction label allows you to track how many pages a user has viewed.
False
146
Adding a dynamic variable to the 'Total Value' field within your conversion tracking code will allow you to perform what function?
Calculate the accumulated value of conversions consisting of several purchases, each with a unique value
147
If you want to track the number of users who purchase a book selling for $12 on your site, what would you enter into the 'Variable' field?
1. $TC12
2. <%12=totalValue%>
3. A variable
4. 12
12
148
Which of the following is not a technique for optimizing your account?
1. Organizing your ad groups
2. Editing your landing page
3. Increasing your daily budget
4. Changing your cost-per-click (CPC) bids
Increasing your daily budget
149
True or False: Advertisers who have been with AdWords for many years don't need to optimize their accounts.
False
150
It is important to browse competitors' advertisements and sites to...
to help you get an idea of what sets you apart from them
151
True or False: An advertiser should test different landing pages.
True
152
If a keyword has a good CTR but is not converting well, what should you try changing?
The landing page
153
What are three good characteristics of effective landing pages?
Easy to navigate
Display product details included in keyword
Relevant to the ad text
154
Which of the following would be a good landing page for the keyword 'Valentine's dark chocolate?
1. A page within the site selling dark and white chocolates only
2. The site's homepage
3. A page within the site selling specially-themed Valentine's Day dark chocolates only
4. A page within the site selling the best deal on cheap Christmas chocolates
A page within the site selling specially-themed Valentine's Day dark chocolates only
155
Creating highly specific ad groups allows you to...
create ads that most accurately promote what you're selling
156
If you include identical keywords within the same account
they will compete with each other, and the better-performing keyword will trigger your ad
157
Which of the following is not an effective keyword strategy?
1. Select the broadcast keywords related to your product to capture the most traffic
2. Choose two-or-three-word keyword phrases
3. Include singular and plural keyword
4. Choose specific keywords that relate to your business, ad group, and landing page
Select the broadest keywords related to your product to capture the most traffic
158
Which of the following unique keyword URLs would be the most relevant for the keyword query, 'lawnmowers?
1. www.sample-advertiser.com/lawn-and-garden/lawnmowers
2. www.sample-advertiser.com/lawn-and-garden
3. www.sample-advertiser.com
4. www.sample-advertiser.com/lawn-and-garden/weedwackers
www.sample-advertiser.com/lawn-and-garden/lawnmowers
159
True or False: For placement-targeted campaigns, it is possible to target only specific sections of a website
True
160
True or False: Advertisers should use only one text ad per ad group in order to maintain consistency
False
161
Which of the following advertisers would be a good candidate for ad scheduling?
1. A pizza delivery company that is only open from 5 p.m. to 1 a.m. daily.
2. A clothing company that processes all orders online.
3. A law firm that acquires its leads via a contact-us form on its website.
4. A Spanish language book publisher that only ships to Latin America.
A pizza delivery company that is only open from 5 p.m. to 1 a.m. daily
162
What AdWords ad serving option will show your higher performing ad more often?
Optimize
163
The advanced mode of ad scheduling allows you to
automatically raise or lower your bids during certain time periods
164
What is position preference?
The option to select a desired position for your ad
165
True or False: Choosing setting of 10+ for ad position means your ad will only show in positions 1-10
False
166
Which of the following is not true regarding position preference?
1. Position preference works with the Budget Optimizer.
2. Position preference can sharply reduce the number of clicks and impressions a keyword receives.
3. Position preferences are not guaranteed for your ad.
4. Separate position preferences can be set for any or all of the keywords in a campaign.
Position preference works with the Budget Optimizer
167
True or False: The AdWords definition of increasing traffic means increasing the number of times an ad is seen
False
168
The more _______ a keyword, the more potential traffic it has
general
169
What are two things that can be done to increase traffic?
Add new or unused keywords
Raising your Maximum CPC
170
The plural and singular form of the same keyword ______.
can perform very differently, and in some cases, should have different CPCs
171
True or False: In general, including the price of a product in the ad text improves conversion rate
True
172
What are two things you should you consider when deciding whether to include pricing in your ad text?
Your price compared to your competitors'
Whether competitors use pricing in their ad text
173
An advertiser should immediately delete a keyword with a lower CPC than value per click
True or False
174
Ture or False: An advertiser should always increase the CPC of a keyword with a positive profit margin
False
An advertiser may want to increase the CPC to increase exposure and generate more traffic.
175
For keywords that provide a strong ROI, you should ______
Increase the CPC
176
If you have 9 clicks on a keyword and the value per click is US$0, you should ______.
wait until more clicks accrue before deciding what to do with that particular keyword
177
After adjusting the maximum CPC for a keyword, ______ to see whether the action has been successful.
wait at least 24 hours
178
If the keyword tool offers irrelevant variations, you should..
add those variations as negative keywords
