AdWords Search Basics Assessment Answers

AdWords Search Basics Assessment Answers
AdWords Search Basics Exam Answers

Search ads engage your customers across the web. Learn how they work and how to set up your AdWords Search campaign. Take the Assessment to earn an Achievement. Click the certification link to take the AdWords Search exam.

AdWords Search Basics

Find customers with search marketing
Learn how advertising on search engines can connect you to customers
Get to know the Google Search experience
Learn how we use Google Search to get what we need, when we need it
Learn the basics of AdWords
Use AdWords to connect with your customers
Win prominent ad placements
Help your ads show where they’re most visible
Find the right performance solutions
Identify the right solutions and metrics for your campaign
Track conversions to improve performance Recommended
Learn how we boost results with customer data
Implement website conversion tracking Recommended
How to set up conversion tracking to monitor what happens post ad click
Understand your audience better Recommended
Learn how to use Google tools to understand your target audience
Reach customers with targeting Recommended
Get your ad to show where interested people are likely to be
Create effective text ads Recommended
Learn how these simple ads can reach your customers
Enhance your ads with extensions
Give customers more reasons to click your ad
Help customers find you Recommended
Choose the keywords that connect customers to what you offer
Control which searches trigger your ads Recommended
Fine tune your keyword list with match types
Set up a Search Network only campaign Recommended
Learn how to use AdWords to set up a Search campaign
Evaluate campaign performance
Assess what’s working and what’s not to optimize your campaign
Optimize your Search campaign Recommended
Learn what optimizations you have to improve Search campaign performance
Find out why your ad was disapproved
With Google’s extensive AdWords policies in place, a safe and positive user experience is the goal for all. In this course, we’ll show you how to find out why your ad was disapproved, fix it, and resubmit it so you can start reaching customers.
Avoid editorial errors
Small editorial errors are some of the most common reasons ads are prevented from running. These are super simple to prevent once you understand Google’s philosophy. We’ll give you some basic rules to keep in mind when you’re writing your ads.
Ensure a quality destination experience
When your ad is disapproved for a destination issue, it can be tricky to figure out what went wrong. This course reveals the top reasons for disapprovals and includes a hands-on activity suitable for desktop computers only.
Address trademark disapprovals
Trademarks policy can be tricky. In this course, you’ll learn what you can do if your ads get disapproved for a trademark issue and how to seek authorization.

1.) What is search engine marketing?

When an advertiser runs ads that show up alongside natural search results on a search engine
When a system requires you to work with an expert in search engine optimization
When an advertiser makes improvements to their own website, so that it ranks higher in natural search results
When search engines attempt to increase their market share

2.) Priya would like to refresh her existing campaign — perhaps be more creative with her calls-to-action or try using ad extensions.

What could she do to test her adjustments and see their impact before actually initiating them into her campaign?

Use ad customizers
Seek the advice of the Optimization tab
Use campaign drafts and experiments
Refer to the Top Movers Report for ideas

3.) Having launched her first Search campaign, Asha wants to know just how many calls are being generated from the number in her ads, on her website, or clicks on a phone number on her mobile website.

What conversion source should she track?

Apps
Imports
Website
Phone calls

4.) How are manual extensions different from automatic extensions?

Manual extensions require you to fill out additional information. Automatic extensions do not.
There is only one type of manual extension but many types of automatic extensions.
Manual extensions cost more than automatic extensions.
Automatic extensions require setup. Manual extensions do not.

5.) An advertiser wants to know the minimum amount of money that she must spend on an AdWords campaign.

What should you tell her?

There is no minimum
$100.00
$2
$5

6.) Paola’s New-York-based Spanish restaurant has been getting glowing reviews. He wants to make sure that his new campaign serves ads to local customers seeking an unforgettable Spanish meal and food lovers everywhere planning travel to New York City (NYC).

What advanced search location option should he select considering his target is NYC?

People excluded from his target location
People in his targeted location
People searching for or who show interest in his targeted location
People in, searching for, or who show interest in his targeted location

7.) What is a free tool that offers keyword ideas and suggestions for Display Network targeting methods?

Keyword Planner
Display Planner
Negative keywords
Keyword lists

8.) Which targeting option should an advertiser use when trying to reach 25-30 year old males?

Demographic targeting
Interest category targeting
Contextual targeting
Keyword targeting

9.) In setting up her campaign, which match type should Jovi use to prevent her ads from showing on unrelated searches?

Negative match
Exact match
Broad match
Phrase match

10.) How much are you charged for a click on your AdWords ad?

You’re charged $0.01 for every click
You’re charged only the minimum amount needed to maintain your ad’s position
You’re charged the full amount you bid
You’re charged 10 cents more than the next highest bid

11.) Marni is excited to use conversion data to help her improve conversion among women.

What type of conversion data can help provide clues on how better to allocate her budget to this audience?

Tracking when people are actually making a purchase versus other interactions
Tracking the demographics of people who are making the most purchases
Tracking the types of devices on which her audiences are accessing her ads
Tracking the creative that is driving the most sales

12.) A click on the URL in Dante’s text ad links directly to a survey page on his website – one that requests personal information including the user’s name and address. He hasn’t been getting many survey responses and has even received some negative feedback via a comment section on the survey page.

What tip has he not followed for ensuring a good landing page experience?

Ensure you promote transparency and foster trustworthiness on your site. Be clear about why you’re asking for personal information.
Make mobile and computer navigation easy. Avoid pop-ups or other features that interfere with navigation of your site.
Be fast — make sure your landing page loads quickly whether on a mobile device or computer.
Ensure your site is mobile friendly. Use the test mobile link to determine its mobile effectiveness, so you can make adjustments accordingly.

13.) Fatima wants to understand her customer better, so she’s thinking through the different stages in the consumer journey from consideration to purchase. She’s making a list of every opportunity along this path so she can customize messaging unique to these micro-moments.

What strategy does it sound like she’s working on?

Using Google Correlate to glean customer insights
Making a moments map
Using Google Surveys to understand shopping behaviors
Using data signals to offer custom messaging

14.) Knowing that consumers tend to search on the go in micro-moments of need and interest, Adi wants to be sure noodle fans can find his newly opened shop when the craving strikes.

What could he include in his latest group of ads to help nearby users find the closest storefront?

Callouts
Sitelinks
Location extensions
Location keywords

15.) Maria noticed last month that her ad often showed up beside a competitor’s ad for the same search terms.

How can Maria understand how her performance compares to that of other advertisers?

Use the Auction insights report to show how often her ads rank higher in search results than those of other advertisers
Use the paid & organic report to see how often her website pages are showing in Google’s free organic search results
Use the Search terms report to see the terms people were searching for when her ad was shown
Track the clicks and clickthrough rate (CTR) of her ad campaign

16.) Using a variety of Google tools, Jose was able to glean insight into jean preferences for the area of Chicago in which his new store is opening. However, he has plans to expand nationally!

What Google tool could he use to get insight into trends and popularity of products across the U.S.?

Google Surveys
Google Trends
Google Shopping Insights
Google Correlate

17.) Before finalizing the target audience for his next campaign, Sacha would like to find out more about his potential audience, especially what they think about his product.

What Google tool could he use to gain this insight quickly?

Google Trends
Google Surveys
Google Correlate
Google Shopping Insights

18.) Jerry’s jellybean shop wants to make sure that his ads target the most specific audience — those people that are jellybean fans.

What keyword matching option should he select to narrow his ads’ potential audience the most?

sour+jelly beans
jelly beans
“jelly beans”
[sour jelly beans]

19.) Which targeting option can help you reach people who’ve previously visited your website?

Interest category targeting
Demographic targeting
Device targeting
Remarketing

20.) What value is used to determine whether your ad will show on a page and, if so, the ad’s position?

Ad Score
Quality Score
Quality Factor
Ad Rank

21.) How are negative keywords different from other keywords?

They prevent your ad from showing for search terms that you don’t want
They can only be used for ads on the Display Network
They make your ad appear for search terms that you don’t want
They can increase your costs

22.) Alona would like to update her text ads using the new expanded style.

In performing this update, she needs to make sure and include at least one instance of her keywords in which critical part of the text ad?

The headline
The expanded path field
The URL
A sitelink

23.) What report can help you identify opportunities to improve your keywords and ads?

Search terms report
Time segmentation report
Auction insights report
Paid & organic report

24.) After implementing conversion tracking into his campaign, John recognized that Ad A creative was driving more sales than that used for Ad B.

What benefit of conversion tracking does this illustrate?

Conversion tracking helps to identify which creative drives more sales and therefore which one to serve more frequently
Conversion tracking helps to identify which demographic audiences are responding to your campaigns
Conversion tracking helps you to allocate offline budget more effectively
Conversion tracking helps to identify which days of the week and times of day your ads are leading to more sales

25.) Kelley is thrilled to see that a search for her signature product displays one of her ads near the top of the page — one which includes a catchy title along with promotional information, and even her business telephone number!

What type of ad is she looking at?

A display ad
A text ad
A shopping ad
A video ad

26.) Lately, Julien’s ad performance has been a bit lackluster. He’s decided to do a keyword overhaul, but first would like to get some insight into what keywords are currently driving the best results.

What report should he consult?

The auction insights report
The top keywords report
The Search terms report
The top movers report

27.) Gerald is using AdWords to set up conversion tracking to monitor the number of app downloads following an ad click.

When it comes to setting a conversion window, how should he set it to to help him keep track of what clicks lead to a quick conversion?

Adjust down from the default setting to 15 days
Adjust down from the default setting to seven days
Keep the default setting of 30 days
Adjust up from the default setting to 45 days

28.) Why would an advertiser use sitelinks?

To show a link that sends people to the app store or starts downloading an app
To give customers quick access to multiple pages of an advertiser’s website
To let customers click a button to call the business
To showcase customer reviews with high-quality survey data

29.) With a national holiday just around the corner, Garren wants to make sure his latest Search campaign encourages customers already familiar with the brand to complete a purchase in their “I-want-to-buy-moments”.

What could he do to include custom messaging that adjusts based on the user’s time and place and which highlights promotional details, such as the number of days remaining for holiday pricing or free shipping?

Connect with past customers via remarketing lists for search ads (RLSAs)
Try Dynamic Search Ads
Use an ad extension
Add an ad customizer

30.) An advertiser wants to target people on the Search Network who have previously visited their website.

What should they do?

They should use location targeting
They should use placement targeting
They should use device targeting
They should create remarketing lists for search ads

31.) What does a high Quality Score indicate?

Your bid is high enough to have your ad displayed
You have been an AdWords user for a long time
Your ad and landing page are relevant and useful to a viewer
Your ad relevance and landing page are below average

32.) It’s her first campaign and Anna is getting the hang of using AdWords to go through the four key steps to start advertising her online beauty business, showcasing hard to find products.

In which step in the process could she ensure that a certain number of ads targets a set of shared keywords?

Create ads
Select campaign settings
Create ad groups
Review ad group

33.) Paige’s Pet Store is deciding on keywords for a new AdWords campaign.

How should Paige set up her AdWords keywords?

Bundle similar keywords together in one ad group based on common themes
Use general keywords to reach a specific audience
Use negative keywords for terms that are related to pets and animals
Use the Keyword Planner to come up with keyword ideas for Display Network campaigns

34.) Which two metrics help show you how many people found your ad compelling enough to actually click on it and visit your website? (Choose 2)

Clicks
Impressions
Clickthrough rate (CTR)
Search terms

35.) Jim’s campaign is up and running. What could he glean by scanning the organic ad results that display below the shopping and text ads when searching for a relevant item?

Ideas for keywords he might consider adding to his keyword list
Ideas for graphics
Ideas for bidding adjustments
Address details of local competitors

36.) Adam, a flower shop owner, wants to drive phone calls to his store.

Which Adwords tool should he use to track how many calls result from ad clicks on a mobile phone?

Impressions
Search terms report
Reach and frequency
Conversion tracking

37.) Joanna would like to direct users to specific pages on her website directly from her text ads, in addition to her ad’s final URL.

What feature should she make sure to include in the formatting of her text ads to accomplish this goal?

Ad extensions
Keywords
Headlines
A landing page

38.) In addition to how much the advertiser will pay, which two factors are decided by the AdWords auction? (Choose 2).

How quickly your landing page will load once a user clicks on the ad
The design of the ad, including font and color
The ad’s position on the page
Whether or not the ad actually shows

39.) Diane wants to give preference to ads that are expected to attract more clicks than other ads in her ad group, based on her past clickthrough rates (CTRs).

What ad rotation setting should she select to put this in motion?

Optimize for conversions
Rotate evenly
Rotate indefinitely
Optimize for clicks

40.) Miranda is running a search campaign on multiple engines. The campaign includes over a thousand keywords and frequently runs seasonal promotions.

What can she do to simplify her tasks while still meeting her goals?

Take advantage of search engine optimization
Use a search engine management platform
Reduce the number of keywords in the campaign
Run promotions annually, instead of seasonally

41.) If you bid $2 for a click and the next highest bid is $1.25, how much will you pay?

$2
$1.26
$1.24
$1

42.) Mary’s campaign consistently meets its average daily budget. What should she do to maximize her budget throughout the entire day?

Increase her daily budget
Change the ad delivery method from “Accelerated” to “Standard”
Segment her campaign performance by time of day
Change the ad delivery method from “Standard” to “Accelerated”

43.) Joelle is pulling her latest ad campaign data together to share with a potential investor for an additional office.

What key performance indicator (KPI) might she show them to prove she’s doing well at getting customers through the door already?

The number of online appointment inquiries seeking an in-person consultation
The number of purchases for new financial products that have been generated via her site
The number of app downloads for her financial planning tool
The number of existing clients that have clicked on her ads

44.) Sally’s Spice Store sells a variety of spices and healthy cooking ingredients.

Which targeting method should Sally choose if she wants her ads to show on websites that focus on health, wellness, and home-cooking?

Placement targeting
Location targeting
Topic targeting
Intuitive targeting

45.) An advertiser wants to create ads that target potential customers in California.

Which targeting method should this advertiser use to target these customers?

Keyword targeting
Audience targeting
Device targeting
Location targeting

46.) How is a search ad’s ranking determined?

The advertiser’s bid only
The number of years the advertiser has been in business
The advertiser’s history of advertising on the search engine
The advertiser’s bid and relevance to the search results