1. What is the definition of actual cost-per-click (CPC)?
Ans: The least possible CPC the advertiser needs to pay to maintain an achieved position.

2. Which approach to bidding is best suited to maximize profit?
Ans: Balance CPA and number of conversions

3. Which is the most appropriate action to take when a keyword is below the “first page bid estimate” listed in the Status column of the Keywords tab?

Ans: Consider increasing the bid or editing the keyword to improve Quality Score.

4. An advertiser that uses ad scheduling has a custom bid adjustment for 9pm-12am on weeknights. The normal bid is $ 0.40 and the bid multiplier is 75%. How much is the advertiser bidding between 9pm-12am on weeknights?
Ans: USD$0.70

5. In order to differentiate ads from the ads of competitors, advertisers creating text ads should:
Ans: Include prices, promotions, and a call-to-action

6. One reason for using Conversion Optimizer is to:
Ans: Avoid unprofitable clicks.

7. The AdWords API (Application Programming Interface) allows developers to use applications that:
Ans: Interact directly with the AdWords server.

8. In a Reach and Frequency report, “Reach” is defined as the:
Ans: Number of unique users exposed to an ad.

9. What are Sitelinks?
Ans: Links to more pages of your site that appear beneath the text of your Search ads

10. Which is a benefit of using AdWords Editor?
Ans: Multiple users can share archives and proposals for an account

11. An advertiser can apply mobile bid adjustments at which of the following levels?
Ans: Campaign level

12. Which are key elements to keep in mind when optimizing a landing page for AdWords?
Ans: Relevant and original content that clearly represents the business

13. Advertisers can provide physical address information about their businesses through Google Places accounts. Ads that include this type of information are eligible to show on:
Ans: Any networks selected in the campaign’s settings.

14. The purpose of a developer or authentication token is to track
Ans: Application Programming Interface (API) access by application.

15. Which best describes the relationship between maximum cost-per-click (CPC) bids and Ad Rank?
Ans: CPC bid is one factor that affects Ad Rank.

16. What kind of click volume increase is likely to be immediately filtered from an AdWords campaign.
Ans: automated clicks

17. If multiple individuals make changes to one AdWords account, upon opening the account in AdWords Editor, they should:
Ans: refresh the account in AdWords

18. You’re an independent consultant selling an eBook you wrote about Search Engine Marketing for $50. You have campaigns across multiple online advertising platforms: search networks, display networks, & other advertising networks. Which approach to CPA targets and budget is best suited to maximize your total profit?
Ans: Unlimited budget on all platforms where ROI is positive. Find a different CPA for each platform which maximizes profit based on costs, sales volume, & contribution to overall marketing campaign.

19. Jane uses AdWords to promote her online shoe store and her conversion rate has remained constant over the last year. While checking her web server logs for December, she notices she sometimes gets two clicks from the same IP address within a few minutes. The most likely cause of this is:
Ans: inaccurate web server log information

20. Which is a benefit of linking a Google Places account to an AdWords campaign?
Ans: Adding or updating addresses in Google Places automatically updates validated addresses used for ads.

21. You are tracking conversions in a budget-constrained campaign. If you raise CPC bids within the budget constraint, which result is most likely?
Ans: Receive fewer conversions while paying more on average per conversion.

22. It is important to identify specific goals for an AdWords campaign, so that the advertiser can then:
Ans: make strategic changes to the account to improve performance

23. Reviewing “Keyword details” data on the Keywords tab will help advertisers to identify:
Ans: keywords with low Quality Scores

24. Intergalactic Teleportation Inc uses AdWords to generate leads for their sales team. Leads are tracked by Conversion Tracking via a Contact Sales form. The sales team converts 10% of leads into deals. For each deal an additional 15% of business is gained from word-of-mouth. Which formula best describes value-per-conversion?
Ans: (Average deal value) * (0.15)

25. To improve the performance of an ad group on the Search Network, advertisers should create ad groups containing:
Ans: keywords that are also included in the ad text

26. Which is the quickest way to add a long list of locations to target in an AdWords campaign?
Ans: Select “Bulk locations” in the advanced section of a campaign’s location settings

27. An advertiser runs a report at the Campaign level and includes invalid clicks statistics. The report indicates that 20% of clicks received during the selected time period were invalid. This means that the invalid clicks were:
Ans: Credited to the account

28. Automatic cost-per-click (CPC) bidding attempts to get advertisers the most:
Ans: Clicks for their daily budget.

29. Which determines a keyword’s clickthrough rate (CTR)?
Ans: Number of clicks divided by the number of impressions

30. Often, the “last click” before a conversion gets all the credit. But there are often assist clicks and assist impressions that help guide your customers to conversion. Which built-in AdWords report can show you this performance data?
Ans: Search Funnels

31. How does Conversion Optimizer use an advertiser’s cost-per-acquisition (CPA) bid to determine the optimal equivalent cost-per-click (CPC) bid for each auction?
Ans: The actual CPC bid is based on current max CPC settings

32. In order to achieve the best performance possible from text ads, which is a best practice that should be followed?
Ans: Include no more than one ad text per ad group

33. Advertisers who check web server logs may find their ads received multiple clicks from a single Internet Protocol (IP) address. This could be a result of:
Ans: Internet Service Providers (ISPs) who assign the same IP address to multiple users.

34. An advertiser implements Conversion Optimizer and notices campaigns are receiving fewer conversions than before the tool was implemented. Which action should the advertiser take to increase the number of conversions received?
Ans: Increase the maximum cost-per-acquisition (CPA) bid

35. How can advertisers see specific search queries that have caused their ads to show, even if those queries are not keywords within their accounts?
Ans: Select “Keyword details” on the Keywords tab

36. You are launching a new campaign selling stylish office furniture. You would like to grow it to maximize profit for all traffic available on your current keywords. If only allowed one cycle, which order of steps below is most likely to capture the most profit?
Ans: Test different bids to optimize profit ? Achieve profitability ? Gradually increase AdWords daily budget to traffic available, maintaining profitability each step

37. What information does the Conversion Optimizer need in order to find the optimal cost-per-click (CPC) bid for an ad each time the ad is eligible to appear?
Ans: Historical conversion data

38. In an AdWords account managed by multiple users, one user noticed a surprising jump in impressions. Where should this user look for details on what might have created the impression increase?
Ans: Billing Summary

39. If an advertiser has the same keyword in two different ad groups, the one to win a given auction will be the keyword with the:
Ans: highest Ad Rank

40. A florist is advertising five types of flowers, including red roses. When a user types the phrase “red roses” into Google, the advertiser’s ad is displayed and clicked on. Which landing page is more likely to convert to a sale?
Ans: The page on the site that displays only roses

41. Given four Search campaigns that run out of daily budget, three can likely benefit from bidding or budget changes. Which is most likely configured effectively as is?
Ans: Branding campaign with set marketing budget, prioritizing more clicks over current ad position

42. A user conducts a search on the term “laptop computers” and clicks on an ad. Which landing page would be the most relevant to that user?
Ans: A category page containing a variety of laptop computers

43. An advertiser enabled Conversion Optimizer and noticed a decrease in the number of conversions. What could have caused this decrease to occur?
Ans: The maximum cost-per-acquisition (CPA) bid was lower than the recommended amount.

44. The keyword insertion code in an ad’s headline reads: “Buy {KeyWord:Books}.” The related ad appeared when a user searched “flower books” and the query expanded to a broad-matched keyword in the account, “gardening books.” In this example, how would the ad’s headline be displayed?
Ans: Buy Books

45. Business listings in Google Places can be:
Ans: location extensions in AdWords

46. Bud would like to test new logic in his application that uses the AdWords Application Programming Interface (API) without modifying his live AdWords campaigns. Which tool would allow him to do this?
Ans: AdWords API Sandbox

47. What is a benefit of using the AdWords Application Programming Interface (API)?
Ans: Advertisers can make dynamic changes to their AdWords accounts at scale

48. An advertiser attempts to enable Conversion Optimizer but the feature is not available in the account. Which is the most likely reason?
Ans: The advertiser’s campaign targets the Google Display Network only

49. Jane’s e-commerce site sells a wide variety of bicycle equipment. She wants to estimate her profit-per-conversion for each ad group to get a sense of which ad groups are immediately profitable in the short term. Which formula best estimates Jane’s profit-per-conversion before advertising expenses?
Ans: (Avg Profit per Order) * (Conversion Rate)

50. You can add a ‘+’ modifier in front of broad match keywords to…
Ans: specify that certain words must be included in someone’s search term to trigger your ads

51. One factor the AdWords system uses to calculate an ad’s actual cost-per-click (CPC) is the:
Ans: location targeting of the ad showing one position lower on the page.

52. At which level of an AdWords account can an advertiser make changes to network and location targeting settings?
Ans: Campaign

53. An advertiser who is selling computer monitors is writing new ad text for an existing ad group. Which line of ad text is written according to Google AdWords advertising policies?
Ans: 20-70% off LCD monitors

54. An advertiser wants to increase the position of an ad on Google, but is not willing to raise bids to accomplish this goal. What else should the advertiser do in an attempt to increase Ad Rank?
Ans: Make changes to improve the Quality Score of the ad’s keywords.

55. How might an advertiser compare, over time, two campaign metrics such as “cost per conversion” and “cost”?
Ans: Run an impression share report and select to display the two metrics.

56. Information an advertiser would find in the Change History tool would be:
Ans: adjustments made to the daily budget.

57. Where on an e-commerce website should an advertiser install the AdWords Conversion Tracking code?
Ans: Confirmation page after a purchase

58. Each of the following are benefits you’d expect from Product Listing Ads except…
Ans: Automatically produced video commercials

59. Linking your Google+ Page to your AdWords account…
Ans: Enables you to show more endorsements for your business from your customers and supporters

60. An advertiser in Canada wants to view ads as they would appear to users in Mexico. Which tool should this advertiser use to accomplish this goal?
Ans: Ad Preview and Diagnosis Tool

61. If the query “Seattle plumbers” is entered into Google, Google will use the location term that is part of the query to show ads:
Ans: targeted to Seattle, regardless of the user’s location as long as they are in the US.

62. Assuming default cookie expiration timing, a conversion (1-per-click) is recorded when:
Ans: a single conversion is made within 30 days following an AdWords ad click

63. Which feature distinguishes location extensions from regional and customized campaign targeting?
Ans: Customized campaign targeting is required in order to enable location extensions.

64. An advertiser who works for a large company wants to make frequent, specific changes to bids based on criteria for more than 100,000 keywords. Which would be the most efficient tool for that advertiser to use?
Ans: AdWords Application Programming Interface (API)

65. An advertiser made edits to an AdWords ad and noticed that the position of the ad decreased. What is the most likely cause for the decrease in position?
Ans: The edited ad is less relevant to the keywords within the ad group

66. Which allows advertisers to automate AdWords reporting and campaign management?
Ans: Use of an AdWords Application Programming Interface (API) web service

67. On which tab can advertisers see credits for invalid clicks within their AdWords accounts?
Ans: Billing

68. An advertiser has several keywords set to broad match and would like to see the actual search queries that triggered his ads. This information can be found in the:
Ans: “Keyword details” section of the Keywords tab

69. How could an advertiser determine the most profitable keywords within a campaign
Ans: Compare the costs accrued by each keyword with the conversion data for that keyword.

70. A user clicks on an ad promoting a sale on sneakers. Upon clicking, the user is taken to a page that does not contain sneakers, but rather discount sunglasses. The user also encounters pop-ups while trying to navigate the site. What should the advertiser do to improve the user’s experience?
Ans: Link to the webpage that is relevant to the ad and remove the pop-ups.

71. An ad group contains the phrase-matched keyword “underwater camera.” Which search query may trigger an ad in this ad group to display?
Ans: underwater camera case

72. A high Quality Score can:
Ans: improve an ad’s position.

73. A new coffeehouse downtown would like to run an “afternoon espresso” promotion to increase sales during the afternoon hours on weekdays. Which AdWords feature is most effective for preventing their search ads from appearing at night or on weekends?
Ans: Ad Scheduling

74. AdWords Campaign Experiments allow you to…
Ans: Test changes to your account for a portion of the auctions that your ads participates in.

75. You own a pizzeria in downtown Chicago. With call extensions, a customer who searches for pizza on her mobile phone can see your ad along with your phone number and make the call with one click. How is that priced
Ans: The cost is the same as a standard click on the ad.

76. In an AdWords account, which statistic is viewable for each ad group?
Ans: Average cost-per-click (CPC)

77. How should advertisers use their websites to help them structure their accounts?
Ans: Organize keywords to cover each word represented on the website.

78. You are gaining a reputation as a true wizard of AdWords and just won a multi-million dollar client to consult on bidding strategy. Your new client asks you to set bids that maximize profit, focus on the top 3 positions, and minimize CPA. How can you most effectively meet their goals?
Ans: Set bids that minimize CPA within the top 3 positions, but explain that profit can’t effectively be optimized simultaneously.

79. Which is a recommended action for new mobile preferred ad creative?
Ans: Use a mobile-optimized landing page

80. Which can be specified at the campaign level?
Ans: Network distribution

81. Which is the next stage of detection in an AdWords account, if Google’s automatic filtering system does not successfully remove all potentially invalid clicks?
Ans: Third-party analysis of advertiser’s web server logs data

82. Megan enabled Conversion Optimizer in all six of her campaigns. How can she tell if Conversion Optimizer is improving campaign performance?
Ans: Compare average CPA and conversion rate before and after using the Conversion Optimizer.

83. What can be learned from a Search Funnel?
Ans: The series of steps a customer takes before completing a conversion, including information on ads, clicks, and other elements of your campaign.

84. You’re running a Search campaign for an accounting software provider that wants to estimate lifetime customer value as a primary benchmark for performance. They charge $10/mo for Basic service and $20/mo for Pro. Which formula best describes their average lifetime customer value across all service offerings?
Ans: ($10)*(% Basic customers)*(Basic average lifetime in months) + ($20)*(% Pro customers)*(Pro average lifetime in months)

85. The IP Exclusion tool allows advertisers to:
Ans: Prevent specific IP addresses from seeing their ads.

86. An advertiser who sells laptop computers only wants to reach consumers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:
Ans: negative match keywords such as -review or –comparison

87. An advertiser notices that the click through rate (CTR) in one ad group has significantly decreased throughout the past few weeks. What could this advertiser do in an attempt to increase CTR and maintain relevant website traffic?
Ans: Use keyword matching options to help remove irrelevant searches.

88. An advertiser notices that clicks have suddenly increased and is concerned that they might be due to invalid activity. What is the first thing the advertiser should do to investigate this situation?
Ans: Submit an invalid clicks report to the Google AdWords team

89. In a Reach and Frequency report, “Frequency” is defined as the
Ans: average number of times a user is exposed to an ad

90. AdWords Editor allows users to:
Ans: access multiple accounts offline.

91. An advertiser selling anti-bacterial toothbrushes wants to invest in their brand with a set marketing budget. They want another campaign that maximizes profit as long as ROI is positive. Which account structure achieves both goals?
Ans: Divide the marketing budget between Search and Display and run two separate campaigns.

92. An advertiser who sells designer dresses is selecting a landing page to pair with new ads for spring dresses. A good landing page for the spring dress collection ads would display:
Ans: several colors of spring dresses

93. An advertiser’s ad is not appearing in the Ad Preview and Diagnosis Tool when exact keywords are queried. Which action would help the advertiser to determine why the ad is not showing?
Ans: Use the Keyword Tool to include more variations of a given keyword

94. Exact Match Impression Share metrics:
Ans: summarize impression share statistics for all keywords currently set to exact match.

95. An advertiser targeting only France determines that clicks have been received from users in Switzerland. Why might clicks outside of the target location occur?
Ans: Users in Switzerland are searching on Google’s French domain

96. An API user is given an account but is not able to view that account through the interface. The reason being:
Ans: API user has “API Only” access

97. A benefit of including a keyword within an ad text is that the keyword will
Ans: It will appear bold within the ad

98. To achieve the best performance of text ads, which is a best practice?
Ans: Include words like find and search in the ad text

99. What type of keywords tend to perform better with mobile ads?
Ans: Short general keywords