Which of the following is not an effective method of account optimization?
Peer responses
Editing ad delivery times 26 %
Editing your daily budget Correct answer selected 54 %
Editing your ad text 3 %
Checking relevancy of landing pages 18 %
Editing your daily budget will only allow you to make more of the same mistakes, it wont help you focus on improving what you already have.
From the following options, what would be the most important factor in optimizing your account?
Peer responses
Making sure you kept your daily budget higher than your competitors 3 %
Making sure that your landing page is highly relevant to your keywords Correct answer selected 92 %
Adding as many broad term keywords as possible 3 %
Allowing your ads to be viewed on the Display network 2 %
Your website and landing page quality are very important in terms of optimization. It is important to make sure the user feels they have arrived at the right place when they click on your AdWord.
What would be a good landing page for an ad showing for the keywords "Star Wars T-shirts" ?
Peer responses
A general Star Wars merchandise page. 2 %
A Star Wars film trailers page. 1 %
A Star Wars clothing shopping page. Correct answer selected 45 %
An R2-D2 Star Wars T-shirt page 52 %
The clothing page would give the user the ability to find the most appropriate T-shirt. A specific Star Wars T-shirt shopping page may lead the user to believe that you only had that T-shirt and nothing else.
When organizing your account you should strive for the following, but which one of these statements is the odd one out?
Peer responses
Organize your campaigns by topic. 6 %
Target all languages and locations. Correct answer selected 81 %
Create highly specific ad groups. 2 %
Avoid duplicate keywords across ad groups. 11 %
Make sure you target the languages and locations appropriately. Target your audience by choosing languages and locations that relate to your business.
A site that sells rare hard wood furniture has ads that show for the exact match keywords [looking after rare wood dining table]. The site owner has a promotion on walnut dining tables and his business plan says he will increase his turnover by 12% by the end of the year. What would be the best landing page for this ad to link to considering the keywords used?
Peer responses
http://www.RandomFurnitureSite.com/home.asp 34 %
http://www.RandomFurnitureSite.com/shoppingcart.asp 30 %
http://www.RandomFurnitureSite.com/faqs.asp Correct answer selected 29 %
http://www.RandomFurnitureSite.com/aboutus.asp 8 %
This question is actually very similar to one in the exam. It is a trick question where you are given irrelevent information.
The key here is to focus on the actual question, which is: "What would be the best landing page for this ad to link to considering the keywords used?" Well, the keywords are [looking after rare wood dining table]. Of the given options, it is more likely that the user will find an answer to the question on the FAQ page rather than the home/shoppingcart/about us pages.
Keyword destination URLs send users to a specific landing page, ensuring your customer arrives immediately at the most relevant page for the keyword that triggered your ad. It is unlikely that searcher is looking to purchase considering the keywords they have used.
Ad scheduling is available at which of the following levels?
Ads are scheduled on the campaign level, from the 'Edit Campaign Settings'.
Each campaign can have up to __ scheduled segments per calendar day. Segments can be as short as __
minutes or as long as __ hours.
Peer responses
six, 15, 24 Correct answer selected 57 %
five, 15, 12 12 %
six, 10, 24 25 %
five, 10, 12 7 %
Each campaign can have up to six scheduled segments per calendar day. Segments can be as short as 15 minutes or as long as an entire day of 24 hours.
Consumers go through which of the following stages when buying a product?
Peer responses
Awareness, Interest, Consideration, Purchase, Retention, Advocacy. Correct answer selected 70 %
Interest, Awareness, Consideration, Purchase, Retention, Advocacy. 23 %
Consideration, Awareness, Interest, Purchase, Retention, Advocacy. 6 %
Consideration, Purchase, Awareness, Interest, Retention, Advocacy. 1 %
Customers go through a buying cycle when buying a product. Depending on what it is you advertise and your visitor, your site visitors will be at different stages in the buying cycle.
Adding '-information' or '-info' will filter out users who are
Peer responses
not ready to purchase. Correct answer selected 31 %
are ready to purchase. 5 %
are carrying out research. Correct answer selected 32 %
at the beginning of the buying cycle. Correct answer selected 32 %
Adding '-information' or '-info' will filter out users who are early in the buying cycle and generally not looking to purchase.
What keyword is likely to produce a higher conversion rate for a Nikon D90 camera?
Peer responses
Nikon cameras 1 %
Nikon camera information 0 %
Buy nikon camera 26 %
Nikon camera d90 Correct answer selected 72 %
Even though one of the above options in 'buy nikon camera', it is highly unlikely that the user will buy a d90 considering the range of cameras available. The user who types the keywords nikon camera d90 is more likely to be interested in just that
Including the price of an advertised product in an ad is ___________
Peer responses
prohibited by Google. 6 %
likely to increase your conversion rate. Correct answer selected 53 %
likely to increase your CTR. 31 %
allowed but not recommended, as your competition can see your prices. 10 %
Including the price of an advertised product in an ad is likely to increase your conversion rate. People who are aware of your prices and still click through are more than likely comfortable with paying the price.
What does “optimization” mean?
Peer responses
Using Google Analytics for the analysis of performance data. 1 %
Making adjustments to an account in order to improve performance. Correct answer selected 91 %
Using Google Website Optimizer data to evaluate and improve landing page performance. 4 %
Adjusting your account to ensure the top positions on a Google search results page. 4 %
Optimization is the process of adjusting parts of your account as well as your website to improve the quality and performance of your AdWords ads.
Why would an advertiser choose to optimize a campaign?
Peer responses
To ensure conversion tracking is working properly. 3 %
To lower the overall costs of the campaign. Correct answer selected 85 %
To improve the landing page quality of the campaign. 7 %
To appear in both the natural search results and sponsored listings. 5 %
This is a bit of a trick question, because you may wish to optimize in order to to lower the overall costs of a campaign and improve the landing page quality of the campaign. However, in order to lower the overall costs of a campaign you would optimize the campaign, but in order to improve the landing page quality of the campaign you would optimize the landing page.
An advertiser chooses keywords and ad text on the subject of sewing books. In order for the ad to have higher conversions, the ad should link to:
Peer responses
the credit card details page. 1 %
the home page of the site. 1 %
the sign up for newsletter page. 4 %
the sewing section of the website. Correct answer selected 94 %
Make sure the landing page you use for each ad directs users to the most relevant page within the website. Ideally, that page will be dedicated to the specific product or service that is highlighted in your ad in our case sewing books.
What is a sensible optimization strategy for ad text?
Peer responses
Create short ads that focus mainly on the call to action. 16 %
Include keywords in the ad text. Correct answer selected 78 %
Include keywords from the sites meta tags. 3 %
Make sure that the ad text is general and that it can apply to the entire site. 3 %
It is a good idea to include some keywords in the ad's text (especially the title) to show users that the ad relates to their search
What is the best course of action for the advertiser to take in order to increase their ROI after ensuring that the keywords and ad text are highly relevant?
Peer responses
Ensure the landing page is highly relevant to the ad. Correct answer selected 96 %
Try to buy the product to verify the purchase is successful, by clicking on the ad. 1 %
Check the site stats and see if users actually reach the site. 2 %
Link straight to the home page of the website. 1 %
Having great ad text and keywords may allow you to achieve a good CTR, but you'll also need to keep them at your site when they arrive. Make sure they always arrive on a highly relevant page, and tweak that page until its perfect
How could an advertiser improve landing page quality?
Peer responses
Redirect users to page on the website with proven success. 5 %
Link to page on site that provides useful information about products in ads. 55 %
Link to page on site that provides a description of products included in ads. Correct answer selected 38 %
Replicate the look and feel of a popular website in the industry. 2 %
Always make sure that the landing page is the most relevant page for the users needs and honestly reflects the ad text.
Google specify that you should link to a the most relevant page to what you are selling in your ad. For example, if your ad states that you are selling a Raleigh Bicycle, your ad should link to a description of the bike and not useful
information that could include "other" information like bicycle accessories (basket, helmet etc).
A very similar question is in the exam.
There are three primary elements of quality to keep in mind when optimizing your site, these are:
Peer responses
relevant and original content, transparency, navigability. Correct answer selected 84 %
text-based, navigability, strong design, . 2 %
relevant and original content, transparency, strong design. 4 %
navigability, transparency, originality. 10 %
These three elements have an important impact on the user experience of your site
What is the benefit of creating multiple ad groups?
Peer responses
So that you can place few keywords in each ad group, to make them more targeted. 8 %
To break up the keywords and ads into related themes, which makes them more targeted. Correct answer selected 85 %
So that you can pause specific keywords within ad groups if they are underperforming. 3 %
So that you can place specific ad groups into specific networks. 4 %
A well-structured campaign consists of tightly-themed ad groups focusing on just one product or service you offer.
When should advertisers use the Google website optimizer?
Peer responses
When their web pages are too wordy. 1 %
When the number of impressions for their website has significantly decreased. 5 %
When their web pages are not generating the desired conversion results. Correct answer selected 88 %
When the number of clicks for their website has decreased. 6 %
If potential customers reach your site, but leave right away, then you're not getting a significant return on your investment. To attain a high-quality, highly effective website, you'll need to optimize your website content.
If the heading in your ad is exactly the same as the search term used by a customer query, your ads heading will appear as BOLD font in your ad.
Peer responses
True Correct answer selected 83 %
False 17 %
It is important to review your keywords regularly and use the most popular keywords as heading in your ad text, this should generate high traffic to your site
Which of the following is a way of optimizing your ROI?
Peer responses
Aim for a high quality score Correct answer selected 50 %
Increasing your max CPC 4 %
Deleting negative keywords 5 %
Include relevant keywords in your campaign 41 %
Google states-
"Return on investment (ROI) is a measure of the profits you have made from your advertising, compared to how much you've spent on that advertising. To identify and optimize your ROI, you need to measure conversion data instead of clickthrough rate, traffic, or other measures. To optimize for ROI, aim for high Quality Scores which can reduce costs, encourage conversions with enticing ads and by using the right landing pages, and target customers who are likely to convert.
Which of the following options is a way of filtering out irrelevant searches?
Peer responses
Using broad matched terms 1 %
Removing all negative keywords 3 %
Using negative keywords Correct answer selected 95 %
Changing your Ad Scheduling settings 1 %
Google states-
"Filter out irrelevant searches by refining your keyword list and incorporating negative keywords where appropriate. In addition, your ad text should reflect a user's search as closely as possible."
You want to draw as much traffic as possible to your site, which of the following actions would you take to do this?
Peer responses
Refine your location settings 3 %
Use exact match keywords 4 %
Use Broad match keywords Correct answer selected 93 %
Lower your daily budget 1 %
Google states-
"If your aim is to draw as much relevant traffic to your site as possible, you may want to consider running on a broader range of keyword variations. Keep in mind, however, that running on very general keywords can negatively affect your Quality Score and increase your costs.
• Create keywords for unadvertised parts of your website
• Find new keyword variation ideas using the Keyword Tool
• Increase daily budgets (to allow more clicks to occur) and maximum CPC bids (to raise your ad position) and/or increase your Quality Scores
• Reach more customers and maximize traffic by targeting the Display Network Broaden your location targeting settings"
Which of the following tools would you use if you need to gain information on a keywords status, average CPC, cost-per-day, average position and search volume?
Peer responses
Traffic estimator Correct answer selected 28 %
Search query performance report 39 %
Website optimizer 3 %
Keyword tool 30 %
Google states-
"The Traffic Estimator provides traffic and cost estimates for keywords. Get estimates for a keyword's status, search volume, average cost-per-click (CPC), cost per day, and average position. "
Which of the following options are not true of keywords?
Peer responses
Keywords do not have to include punctuation 4 %
Keywords are not case sensitive 6 %
Using duplicate keywords across different ad group and campaigns is a good strategy Correct answer selected 87 %
Keyword variation including singular and plural forms is a good strategy 4 %
Google states-
"It's also important to know how keywords work in general. Here are a few tips on keyword formatting and other keyword advice:
• Keywords are not case-sensitive, so 'flights to new york city' is recognized as the same keyword as 'flights to New York City.'
• You do not have to include punctuation such as periods, commas, and hyphens. The keyword 'eye-glasses' is the same as 'eye glasses' but different from 'eyeglasses.' If your keyword is broad match, variations like this are likely to be targeted already.
Avoid including duplicate keywords across different ad groups and campaigns. Only one of our ads can be shown for each search, and these duplicate keywords will compete against each other to appear."
Which of the following options would you need to use to see all of the search queries that have triggered your ads and received clicks?
Peer responses
Keyword analysis report 27 %
Search terms report Correct answer selected 64 %
Conversion tracking report 5 %
Keyword optimization report 4 %
Google states-
"Search term reports allow you to see every search term that triggered your ad and received clicks. Whether your ad is triggered depends on the search term a user enters when searching on a site within the Google Network and on your keyword matching settings.
In particular, this report can help you:
• Select the appropriate match type (e.g. broad, phrase, exact, or negative) for existing keywords.
• Identify new keywords you may want to add.
Identify existing keywords you may want to delete
Which of the following options would you need in order to find the profitability of a keyword?
Peer responses
Search term tool 7 %
Keyword optimization tool 15 %
Conversion Tracking tool Correct answer selected 43 %
Traffic estimator tool 35 %
Google states-
"The bottom line for any keyword is how much value it generates compared to its cost. To determine the profitability of a keyword, you can track the conversions from that keyword with Google's free conversion tracking tool.”
You are thinking about increasing your campaign budget but are unsure if this action will generate extra impressions for your ads. Which of the following reports would you use to determine this information?
Peer responses
Impression share report Correct answer selected 15 %
Traffic estimator report 34 %
Bid simulation report 37 %
Conversion tracking report 14 %
Google states-
"See what you're missing. Use the Impression Share report in your account to see the percentage of possible impressions that your ads could have received if your campaign budgets were higher. You'll see the percentage of searches your ad didn't show for due to daily budget restrictions. Use this data to consider if that missed traffic is important enough to increase your budget in order to regain those additional impressions."
Which of the following are two essential tools for optimizing your website and landing pages?
Peer responses
Google Analytics and Website optimizer Correct answer selected 63 %
Google Analytics and Conversion tracking 6 %
Website optimizer and Conversion tracking 28 %
Conversion Tracking and Keyword tracking 3 %
Google states-
"Google offers two essential tools for optimizing websites and landing pages: Google Analytics and Website Optimizer. Google Analytics is a powerful analytical tool that can provide you with a wealth of information and
knowledge about your audience. Google Analytics offers many different reports and strategies for understanding user behavior on your site so that you'll know what is working and what isn't."
If it is necessary for your website to ask for personal information from a customer, which of the following is not a good practice?
Peer responses
Be clear on how you will use the information 7 %
Create a link to show your company's privacy policy 8 %
Don't ask for any unnecessary information 14 %
Ensure you get the customers email address to send information on current offers etc Correct answer selected 71 %
Google states-
"Consider the audience, or audiences, of your site. How do you intend to build credibility and trust with them? To
maximize transparency, you should openly share information about your business and clearly define what your business is or does. If your website requests personal information from the user, such as for a sign-up form, don't ask for more information than you really need, and be explicit about how the information will be used. Link to a privacy policy or give the option to limit how their personal information is used (e.g. to opt out of receiving newsletters). "
It is important to use ___ and ___ information on your website to keep the customer ____.
Peer responses
relevant, original, interested. Correct answer selected 91 %
keywords, relevant, happy. 8 %
targeting, little, guessing. 1 %
vast, original, buying. 1 %
Google states-
"There are three primary elements of quality to keep in mind when optimizing your site:
• Relevant and original content: Attracts users and keeps them returning to your site.
• Transparency: For websites, this means being clear about the nature of your business, how your site interacts with
• Transparency: For websites, this means being clear about the nature of your business, how your site interacts with