Adwords Advanced Display
Advanced Display Certificaiton

Q: When planning a campaign, the first thing that an advertiser should think about should be:
A: the advertiser’s goals

Q: Which is benefit of using display advertising with Google to build brand awareness?
A: Expansive network of diverse sites

Q: For an advertiser focused on branding, what are the key success metrics?
A: Reach and Frequency

Q: 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

Q: Which of the following is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?
A: Conversions

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

Q: Which bidding option is best suited for an advertiser focused on branding goals?
A: Cost-per-thousand impressions

Q: Why is recommended to separate Display Network campaigns from Search Network campaign?
A: Different campaign settings may be more effective on different networks

Q: Which is a unique benefit of creating a separate campaign that is only targeted to the Google Display Network?
A: Allocate budget and control spend more effectively across campaigns

Q: On Schedule Indicator (OSI) is:
A: The percent likelihood the campaign will deliver all impressions booked

Q: 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: Ad Scheduling

Q: 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 two campaigns: one targeted to “Display – Remarketing” and the other targeted to “Search – product Listings”

Q: How long should advertisers wait after creating a new display campaign before analyzing its performance?
A: 2-3 weeks

Q: Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?
A: Placement targeting

Q: True or False: When an advertiser edits an ad extension within an Enhanced Campaign, then all the performance statistics are lost
A: False

Q: Which tool is best suited to aid an advertiser that does not want to do the work of finding and bidding on placements?
A: Display Campaign Optimizer

Q: 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 Scheduling

Q: Which automatically optimizes both targeting and bidding to help find additional conversion for Display Network campaigns?
A: Display Campaign Optimizer

Q: What is it beneficial to include a text ad in the same ad group as an image ad when advertising on Google Display Network?
A: It ensures maximum coverage, as some publishers do not accept all ad formats.

Q: 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

Q: 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 website 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”

Q: Managed placements allow advertisers to:
A: bid differently for specific placements on the Google Display Network

Q: An advertiser selling airplane 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 website. This ad will:
A: be disapproved because it mimics a function the ad cannot perform

Q: Which would contribute to a higher Quality Score for a display ad?
A: Fast landing page load time

Q: Ads are more likely to be contextual relevant with the sites they’re on using:
A: Topic Targeting

Q: An ads Quality Score on the Google Display Network will affect:
A: whether an ad is eligible to enter the ad auction

Q: Which is a method for evaluating performance that is only available for display ads created with the display ad builder?
A: Mouseover rate

Q: What is the best practice for building ads using the display ad builder?
A: Add a visible display URL

Q: An advertiser creates a display ad with the display ad builder. 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: Create new display ads that will work well with the ad sizes that are not working properly.

Q: Which builds keyword lists that can be used to show your ads on relevant webpages across the Google display network?
A: Contextual targeting tool

Q: 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-targets ads, then the:
A: placement-targeted ad will be the only ad to appear in the unit.

Q: 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 display ad builder tool as opposed to other tools?
A: Display ad builder will allow the advertiser to easily create and change creative messaging.

Q: When optimizing for the Google display network, a clear call-to-action in the ad text is important to:
A: set expectations for users who are in various stages of the buying cycle

Q: The display ad builder allows advertisers to:
A: use templates to create display ads at scale

Q: Which is a best practice for creating an effective ad using the display ad builder?
A: Use a color scheme that complements your image and brand

Q: Jimmy is a surfing company’s brand manager, and is implementing his video campaign. When selecting his video still, which is the best to demonstrate that the video is a short surfing video?
A: When the surfer paddles out to the wave

Q: What is a benefit of using the display ad builder to create an image ad?
A: Ability to choose from pre-existing design templates

Q: If a display ad has been disapproved, how does an advertiser submit a request for another review?
A: Save the edited ad or upload a new ad in AdWords

Q: When using CPA bidding, an advertiser bids using a maximum CPA an pays by:
A: Click

Q: True or False: Auction bidding is not a concern for advertisers using reservations, as these placements are fixed a price.
A: True

Q: 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 Click (CPC)

Q: For advertisers bidding on a maximum CPC basis, Quality Score on the Google Display Network is evaluated on the:
A: CTR of the ad and the relevance of the ad and keywords to the publisher’s site

Q: Which bidding option is best suited for an advertiser focused on direct response marketing goals?
A: Cost-per-Click (CPC)

Q: When advertisers who are using cost-per-thousand impressions (CPM) bidding click on their own display ads, Quality score:
A: is not affected because CTR is not a factor with CPM bidding

Q: Cost-per-thousand impressions (CPM) bidding is only available for:
A: campaigns that target the Google display network

Q: 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 group or campaign levels

Q: Anna is an advertiser that wants to increase the reach and visibility of her ads. Which bidding strategy is best for Ana?
A: Cost-per-impression (CPM)

Q: In order to use the Conversion Optimizer, an advertiser must:
A: be using CPC biding

Q: An advertiser wants a display ad to be eligible to appear on You Tube. The advertiser has already 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 You Tube:
A: Select or specific sections within YouTube where the ads will appear.

Q: Where do the majority of AdWords ad on YouTube appear?
A: Watch pages

Q: In terms of numbers of queries, YouTube is the:
A: 2nd and largest search engine on the web

Q: Ads on YouTube are bought and sold on an auction basis as well as on a reservation basis at:
A: a fixed rate that varies by placement and country

Q: An advertiser is running a placement-targeted campaign on You Tube, 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: increase the campaign’s budget

Q: Advertisers might choose to advertise on YouTube if their goal is to:
A: target a specific demographic using sound and motion

Q: View-through conversions are only available to:
A: advertisers that have implemented Conversion Tracking

Q: True or False: An advertiser can target YouTube homepage on mobile devices via AdWords:

Q: TrueView in-slate ads show:
A: before YouTube partner videos that are 10 minutes or longer

Q: With the TrueView in-search, an advertiser pays:
A: only when a viewer chooses to watch the video

Q: 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?
A: Set language targeting options for the campaign containing the ads for the film.

Q: 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

Q: An advertiser who purchases a YouTube homepage masthead ad pays a:
A: fixed cost-per-day (CPD)

Q: John is an advertiser concerned the traffic fluctuations from his campaign he created through AdWords for Video. Which is reason why traffic fluctuations may have occurred for his video campaign?
A: User behavior has changed on the videos or channel being targeted

Q: Which video formats is changed using cost-per-view (CPV) pricing?
A: TrueView Video Ads

Q: In order to run a display ad trough AdWords, a campaign must be opted into:
A: Google Display Network

Q: If an advertiser chooses to run ads in image or video formats, Google will:
A: Display these ads on the Google Display Network

Q: What is the best definition of Google display advertising?
A: Non-text ads that use images, flash, video or other technologies, and appear alongside publisher content.

Q: Which feature applies to the Google Display Network, but not the Google Search Network?
A: Frequency capping

Q: True or False: Video search behavior is different than traditional searching behavior
A: True

Q: Frequency capping limits the number of times:
A:your ads appear to the same person on the Display Network

Q: Frequency capping gives advertisers the ability to specify a limit to the number of:
A: Impressions for a unique user

Q: Frequency capping limits the number of times:
A: your ads appear to the same person on the Display Network

Q: 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 CPM and CPC ads entering the auction

Q: Which feature could help advertisers determine if the clicks they are receiving on the Google Display Network are valuable?
A: Conversion Tracking

Q: An advertiser purchasing display advertising through other networks can still benefit from using AdWords display ads because the advertiser:
A: can fill in the gaps of niche and mass-marketed sites using AdWords targeting tool

Q: 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

Q: 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

Q: With Click-to-Play videos, a best practice is to:
A: use a call-to-action in opening image

Q: True or False: An advertiser can target mobile apps via AdWords
A: True

Q: Display inventory on Google Display Network can come from Adsense or:
A: The DoubleClick Ad Exchange

Q: Which ad format is easiest to create, edit, and has the widest reach on the Google Display Network?
A: Text ads

Q: Which is a video ad that can be implemented using Ad Words for video:
A: True View Video ads

Q: An advertiser who wants to target specific categories of video content on the Google Display Network should:
A: use the AdWords for Video tool

Q: Which report should advertisers run to see which Google Display Network properties displayed their ads and view associated statistics?
A: Placement Performance

Q: An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for 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 Reach and Frequency report

Q: 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

Q: Which report is helpful when using Site and Category Exclusions?
A: Placement report

Q: Which allows advertisers to see which sites referred visitors with the most time spent on site
A: Google Analytics

Q: An advertiser who already has AdWords Conversion Tracking installed 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 Placement Performance report

Q: Advertisers using the Google display network can use the Placement Performance Report to determine:
A: the site URL where users have seen their ad

Q: 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-trough conversions would be valuable for the advertiser in this scenario because it would allow them to:
A: measure the number of conversions that are associated with ad impressions