Wednesday 15 March 2017

Your client’s product costs £50 to produce, and it sells for £150. She’s sold 10 units and spent £700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?

Your client’s product costs £50 to produce, and it sells for £150. She’s sold 10 units and spent £700 on her AdWords campaign. How would you calculate her return on investment (ROI) to help her understand the benefit of using AdWords?

  1. [£1500 (revenue) – £1200 (cost + AdWords spend)] / £1200 (cost + AdWords spend) 
  2. [£150 (sales price) – £1500 (cost)] / £700 (AdWords spend) 
  3. £1500 (revenue) / £1200 (cost + AdWords spend) 
  4. [£1500 (revenue) – 10 (number of products sold)] / £1200 (cost + AdWords spend)


For example, suppose Joe invested $10,000 in Google in 2016 and sold his shares for a total of $12,500 a year later. To calculate the return on his investment, he would divide his profits ($12,500 - $10,000 = $2,500) by the investment cost ($10,000), for a ROI of $2,500/$10,000, or 25%.

Monday 13 March 2017

Customers who want to increase app downloads should use which campaign type?


Customers who want to increase app downloads should use which campaign type?


  • Ads in mobile apps
  • Mobile app installs
  • Mobile app engagement
  • Call only

The correct answer is:
Mobile app installs

According to Google data, after seeing an ad on their smartphone, more than half of people:


According to Google data, after seeing an ad on their smartphone, more than half of people:


  • do a mobile search
  • go to a store and buy the product
  • go to the company’s website and buy the product
  • send a text
  • They often appear below the organic search results


The correct answer is:
go to a store and buy the product

Which statement about ad extensions isn’t true?

Which statement about ad extensions isn’t true?
  • They show additional information about a business
  • They tend to improve an ad’s visibility
  • They often appear below the organic search results
  • They can help improve clickthrough rate


The correct answer is:
They often appear below the organic search results

A successful AdWords text ad:

A successful AdWords text ad:
  • has a wrapping headline and at least 2 paragraphs of text
  • ties the call-to-action to the landing page
  • mentions at least 4 key selling points
  • talks about the advertiser’s reputation


The correct answer is:
ties the call-to-action to the landing page

If your campaign’s daily budget is US$20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic?


If your campaign’s daily budget is US$20, how much of your budget can be spent to show your ads on certain days, based on fluctuations in traffic? 


  • Up to US$24 
  • Up to US$21
  • Up to US$20
  • Up to US$30


The correct answer is:
Up to US$24

According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?


According to 2015 Google Trends data, which term would consumers on mobile phones be most likely to type in a search engine?


  • Shoe stores near me
  • Shoe store addresses
  • Shoe store sales
  • Great shoe stores


The correct answer is:
Shoe stores near me

Which lets you change keywords, campaigns, ads, ad groups, and product groups?


Which lets you change keywords, campaigns, ads, ad groups, and product groups?


  • Category editor
  • Bulk edits
  • Campaign editor
  • Revision tool

The correct answer is:
Bulk edits

If an advertiser has the same keyword in 2 different ad groups, the one entered in a given auction will have:


If an advertiser has the same keyword in 2 different ad groups, the one entered in a given auction will have:


  • highest maximum cost-per-click (CPC) bid.
  • most historical data in the account.
  • best Quality Score.
  • highest Ad Rank.


The correct answer is:
highest Ad Rank.

To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:


To get an idea of whether you should continue to run a Search Network campaign on search partner sites, you can:


  • segment the campaign’s data by network and evaluate its performance on search partner sites
  • use Keyword Planner to evaluate how the campaign might perform better on search partner sites
  • review the top movers report to see if the campaign is getting more clicks on search partner sites
  • evaluate the campaign’s performance on search partner sites vs. display partner sites


The correct answer is:
segment the campaign’s data by network and evaluate its performance on search partner sites

How would you determine the clickthrough rate (CTR) for a client’s search ads?


How would you determine the clickthrough rate (CTR) for a client’s search ads?


  • Evaluate the number of clicks the ad accrues per day
  • Divide the number of clicks the ad gets by the number of impressions it gets
  • Divide the number of impressions the ad gets by its average position
  • Divide the number of impressions the ad gets by the number of clicks it gets


The correct answer is:
Divide the number of clicks the ad gets by the number of impressions it gets

Dustin wants to write a great text ad that will get people’s attention when they’re searching on Google. What should he do to generate the most clicks?


Dustin wants to write a great text ad that will get people’s attention when they’re searching on Google. What should he do to generate the most clicks?


  • Put special characters in the ad headline
  • Put the ad headline in all capital letters
  • Include his keywords in the ad text
  • Include his business address in the ad text


The correct answer is:
Include his keywords in the ad text

In order to differentiate ads from the ads of competitors, advertisers creating text ads should:


In order to differentiate ads from the ads of competitors, advertisers creating text ads should:


  • include prices, promotions, and a call-to-action.
  • use exclamation points and capital letters.
  • mention competitor offers and prices.
  • use special characters, such as asterisks or hashes.


The correct answer is:
include prices, promotions, and a call-to-action.

High quality ratings for an ad can:

High quality ratings for an ad can:

  • increase its average cost-per-click (avg. CPC) bid
  • be achieved with an increase in bid
  • improve its position
  • increase how often people click on it

The correct answer is:
improve its position

If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:

If you want to prioritize downloads of your mobile app instead of visits to your mobile site, you should:

  • add a call extension
  • add a sitelink extension
  • run an app install ad
  • include the word “install” in the ad text

The correct answer is:
run an app install ad

You might analyze exact match impression share data to get an idea of:

You might analyze exact match impression share data to get an idea of:

  • the percentage of eligible impressions you received for searches that exactly matched content on your landing page
  • the percentage of eligible impressions you received for searches that exactly matched your keywords
  • the number of times your ads were shown on the Search Network
  • the number of eligible impressions your broad match keywords received

The correct answer is:
the percentage of eligible impressions you received for searches that exactly matched your keywords